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研究生:李盈玥
研究生(外文):Lee, Ying-Yueh
論文名稱:網路銀行採用意向之研究
論文名稱(外文):A Study of Adoption Intention for Internet Banking
指導教授:黃營杉黃營杉引用關係周文賢周文賢引用關係
指導教授(外文):Huang, Ying-ShanChow, Wayne S.
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:79
中文關鍵詞:網路銀行科技接受模式信任知覺風險
外文關鍵詞:Internet BankingTAMTrustPerceived Risk
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:6
隨著近幾年來通訊科技與資訊網路的不斷創新與蓬勃發展,金融市場內外在的競爭環境演變迅速。為了面對國內外金融業者的激烈競爭並提供顧客更多更好的服務,各家銀行紛紛將各種金融服務上網,並且陸陸續續成立了網路銀行,希望藉由新的行銷通路提高獲利空間。
Dayal et al.(1999)指出商業銀行透過信任基礎的合作過程,可以與顧客建立有價值的互惠關係。網路銀行因缺少實體銀行以及行員和顧客間互動,在此獨特環境下信任顯的格外重要。探究顧客信任、知覺風險及對網路科技的接受,可以增加對顧客採用網路銀行行為意向的瞭解。因此,本研究以信任觀點與科技觀點為基礎,將信任與知覺風險結合科技接受模式(TAM)之知覺有用性及知覺易用性,建立一個可以描述顧客採用網路銀行行為意向的完整架構。並檢驗顧客滿意、銀行聲譽及個人信任傾向對銀行信任的影響。透過驗證性因素分析與結構方程模式檢驗研究假說與架構的配適度。
實證結果發現,結構方程模式的總體模式具有良好配適,說明此影響消費者網路銀行採用意向行為模式對消費者採用網路銀行意向具有良好的解釋能力。路徑結構關係中除了「知覺易用性」對「採用意向」的關係不顯著外,其餘十個假設均成立。未來,銀行在促進消費者對網路銀行的採用上,可從「強化信任」、「降低知覺風險」與「提昇使用價值」等方面著手並進行策略研擬。研究中亦發現,「顧客滿意」對銀行信任有非常正向顯著的影響。
With the innovation and the booming development of information and communication technologies in recent years, the competitive environment that inside and outside the financial market develops rapidly. In the face of the keen competition of the domestic and international financier, and offering more better service to customers, every bank serve various kinds of on-line financial service one after another, and has established the Internet banking. They hope to improve the profit with the new marketing channel.
Retail banks can build mutually valuable relationships with customers through a trust-based collaboration process(Dayal et al., 1999). The particular case of electronic banking that lacks the physical presence of bank branch and a physical interaction between the bank personnel and the customer, render a unique environment, in which trust is of paramount importance. The study is on the basis of trust perspective and technology perspective, explore customers trust, perceived risk and the acceptance of information technologies to understand the behavior intention of adopting network bank. The proposed model emerging trust and perceived risk into Technology Acceptance Model(TAM), which is underpinned by Perceived Usefulness and Perceived Ease of Use. Furthermore, the study examine customer satisfaction, bank reputation and individual trusting intention in influencing customer trust in bank.
According by SEM, all the paths are significant except the path between perceived ease of use and adoption intention which is insignificant. The study also provides evidence that customer trust is influenced by customer satisfaction, bank reputation, and individual trusting intention. The strategies of strengthening trust, reducing perceived risk, and promoting use value can encourage customers to accept internet banking.
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究範圍 4
1.5章節結構 4
第二章 文獻回顧 5
2.1網路銀行簡介 5
2.2信任 9
2.3行為意向理論 22
2.4知覺風險 30
2.5小結 35
第三章 研究方法 37
3.1研究架構 37
3.2研究假說 39
3.3變數定義 45
3.4問卷設計 47
3.5統計模式 49
3.6 抽樣設計 57
第四章 實證分析 59
4.1樣本輪廓分析 59
4.2信度與效度分析 62
4.3模式品質評估 65
4.4假說檢定 70
4.5小結 73
第五章 結論與建議 75
5.1研究發現 75
5.2策略涵意 76
5.3研究貢獻 77
5.4研究限制 78
5.5後續研究建議 79
參考文獻 80
中文部份 80
英文部份 80
網站部份 88
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網站部份
(1)FIND, http://www.find.org.tw/
(2)Pew Internet & American Life資料來源引述自FIND
(3)行政院金融監督管理委員會銀行局
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