(3.237.20.246) 您好!臺灣時間:2021/04/17 16:54
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:楊彩櫻
研究生(外文):Tsai-Ying Yang
論文名稱:傳統銀行顧客使用網路銀行意願之研究
論文名稱(外文):Understanding Customers’ Acceptance on Internet Banking: An Examination of the Differences among Stayers, Satisfied Switchers, and Dissatisfied Switchers
指導教授:何淑熏何淑熏引用關係
指導教授(外文):Shu-Hsun Ho
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
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:2007/06/
畢業學年度:95
語文別:英文
論文頁數:47
中文關鍵詞:忠誠度涉入程度信賴網路銀行轉換行為
外文關鍵詞:LoyaltyInvolvementTrustInternet bankingSwitching behavior
相關次數:
  • 被引用被引用:0
  • 點閱點閱:208
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
在銀行業中,創造與維持顧客忠誠已成為相當重要的議題,因此,對於銀行業而言,瞭解顧客成為相當重要的。本研究主要瞭解傳統銀行顧客對於使用網路銀行之意圖,將傳統銀行顧客分為三群:駐留顧客(stayers)、滿意轉換顧客(satisfied switchers)以及不滿意轉換顧客(dissatisfied switchers),進一步分析這三群顧客對於銀行的忠誠度、涉入程度以及信賴程度之高低,進而瞭解顧客使用網路銀行意圖之高低。結果顯示出駐留顧客對傳統銀行之忠誠度與信賴是比較高的;不滿意轉換者的涉入程度較高且較願意使用網路銀行,但其忠誠度是較低的,而滿意轉換者忠誠度以及信賴都較低。
本研究提出以下三點建議,第一,銀行應該設法提高駐留顧客之忠誠度;第二,對於不滿意轉換者應該提高其忠誠度與信賴;第三,在本研究發現滿意轉換者是最容易有轉換行為產生,因此,銀行應該主動提供相關資訊以降低顧客轉換行為。
This study investigates stayers’ and switchers’ differences in loyalty, involvement, and trust, as well as their acceptance to new technology. The results indicated that stayers have high levels of loyalty and trust; satisfied switchers behaved as a benefit-seeking group, demonstrating low levels of loyalty and trust; dissatisfied switchers exhibited high levels of involvement but low levels of loyalty. Meanwhile, dissatisfied switchers are the group with most willingness to use the Internet banking among three groups.
Based on these results, banks should provide loyalty programs to their most valuable customers: the stayers. In addition, service follow-ups can soothe dissatisfied switchers who have had bad experiences and likely build loyalty and trust. Finally, satisfied switchers—the group that demonstrates the most tendencies of switching to other services—should receive incentive messages from banks on a regular basis.
中 文 摘 要 ……………………………………………………… I
Abstract ………………………………………………………… II
Table of Contents ……………………………………………… IV
List of Table …………………………………………………… VI
List of Figure ………………………………………………… VII

Chapter 1 Introduction ……………………………………… 1

Chapter 2 Conceptual Background …………………………… 4
2.1 Customer Loyalty ……………………………………… 4
2.2 Purchase Involvement and Ego Involvement ……… 5
2.3 Trust ……………………………………………………… 6

Chapter 3. Research Model and Hypotheses ……………… 8
3.1 Stayers, Satisfied Switchers, and Dissatisfied
switchers ………………………………………………… 8
3.1.1 Customer Loyalty………………………………… 9
3.1.2 Purchase Involvement…………………………… 10
3.1.3 Ego Involvement…………………………………… 11
3.1.4 Trust ……………………………………………… 12
3.1.5 Acceptance of Internet Banking……………… 12
3.2 The Relationship Between Loyalty and the Acceptance of Internet Banking…………………………………………… 13
3.3 The Relationship Between Involvement and the Acceptance of Internet Banking……………………………… 14
3.4 The Relationship Between Trust and the Acceptance of Internet Banking………………………………………………… 14

Chapter 4 Research Methodology …………………………… 17
4.1 Questionnaire Design and Survey …………………… 17
4.2 Measurements …………………………………………… 18

Chapter 5 Results ……………………………………………… 20
5.1 Reliability and Validity Analysis of Measurements …21
5.2 Hypotheses Testing …………………………………… 26

Chapter 6 Conclusion ………………………………………… 31
6.1 Contribution and Implications ……………………… 31
6.2 Limitations and Further Research Issues………… 33

References .……………………………………………………… 35
Appendix A List of items by construct …………………… 43
Appendix B Questionnaire .…………………………………… 44
[1]J.C. Anderson, D.W. Gerbing, Structural equation modeling in practice: a review and recommended two-step approach, Psychological Bulletin 103 (3) (1988) 411-423.
[2]D. Athanassopoulos, Customer satisfaction cues to support market segmentation and explain switching behavior, Journal of Business Research 47 (2000) 191-207.
[3]S. Aydin, G. Özer, How switching costs affect subscriber loyalty in the Turkish mobile phone market: An exploratory study, Journal of Targeting 14 (2) (2005) 141–155.
[4]R.P. Bagozzi, Y. Yi, On the evaluation of structure equations models, Journal of Academy Marketing Science 16 (1) (1988) 76-94.
[5]S. Beatty, L.R. Kahle, P. Homer, The involvement-commitment model: theory & implications, Journal of Business Research 16 (2) (1988) 149-167.
[6]I.C. Chang, H.G. Hwang, D.C. Yen, H.Y. Huang, An empirical study of the factors affecting Internet security for the financial industry in Taiwan, Telematics and Informatics 23 (2006) 343-364.
[7]S. Chakravarty, R. Feinberg, E.Y. Rhee, Relationships and individuals’ bank switching behavior, Journal of Economic Psychology 25 (2004) 507–527.
[8]H.C. Chiu, Y.C. Hsieh, Y.C. Li, M. Lee, Relationship marketing and consumer switching behavior, Journal of Business Research 58 (2005) 1681-1689.
[9]G.A. Churchill, A paradigm for developing better measures of marketing constructs, Journal of Marketing Research 16 (1) (1979) 64-73.
[10]F.D. Davis, Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly 13 (3) (1989) 319-39.
[11]E. Day, M.R. Stafford, A. Camacho, Opportunities for involvement research: a scale-development approach, Journal of Advertising 24 (1995) 69-75.
[12]H. Evanschitzky, G.R. Iyer, H. Plassmann, J. Niessing, H. Meffert, The relative strength of affective commitment in securing loyalty in service relationships, Journal of Business Research 59 (2006) 1207-1213.
[13]C. Flavián, M. Guinaliu, R. Gurrea, The role played by perceived usability, satisfaction and consumer trust on website loyalty, Information & Management 43 (2005) 1-14.
[14]C. Fornell, D.F. Larcker, Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research 25 (1981) 186–192.
[15]M. Gabbott, G. Hogg, Consumer involvement in services: a replication and extension, Journal of Business Research 46 (1999) 159-166.
[16]J. Ganesh, M.J. Arnold, K.E. Relnolds, Understanding the customer base of service providers: an examination of the differences between switchers and stayers, Journal of Marketing 64 (2000) 65-87.
[17]D. Gefen, E-commerce: the role of familiarity and trust, The International Journal of Management Science 28 (6) (2000) 725-737.
[18]G.H.E. Gendolla, M. Richter, Ego involvement and effort: cardiovascular, electrodermal, and performance effects, Psychophysiology 42 (2005) 595-603.
[19]R.E. Goldsmith, J. Emmert, Measuring product category involvement: a multitrait-multimethod study, Journal of Business Research 23 (1991) 363-371.
[20]L.C. Harris, M.M.H. Goode, The four levels of loyalty and pivotal role of trust: a study of online service dynamics, Journal of Retailing 80 (2004) 139-158.
[21]M. Holmlund, S. Kock, Relationship marketing: the importance of customer-perceived service quality in retail banking, The Service Industries Journal 16 (3) (1996) 287-304.
[22]Internet World Stats, http://www.internetworldstats.com/stats.htm, March (2007).
[23]S. Jarvenpaa, P. Tractinsky, M. Vitale, Consumer trust in an Internet store, Information Technology and Management 1 (1-2) (2000) 45-71.
[24]S. M. Keaveney, Customer switching behavior in service industries: an exploratory study, Journal of Marketing 59 (1995) 71-82.
[25]P.W. Koziey, T. Anderson, Patterning interpersonal involvement, Journal of Psychology 123 (3) (1989) 217-235.
[26]X.A. Koufteros, Testing a model of pull production: a paradigm for manufacturing research using structural equation modeling, Journal of Operations Management 17 (1999) 467–488.
[27]J.E. Lewin, N. Donthu, The influence of purchase situation on buying center structure and involvement: a select meta-analysis of organizational buying behavior research, Journal of Business Research 58 (2005) 1381-1390.
[28]T.P. Liang, J.S. Huang, An empirical study on customer acceptance of products in electronic markets: a transaction cost model, Decision Support Systems 24 (1998) 29-43.
[29]C.T. Lin, S.M. Wang, H.Y. Hsieh, The brand-switching behavior of Taipei female consumers when purchasing U-V skincare products, International Journal of Management 20 (4) (2003) 443-452.
[30]L.S. Lockshin, A.L. Spawton, G. Macintosh, Using product, brand and purchasing involvement for retail segmentation, Journal Retailing and Consumer Service 4 (3) (1997) 171-183.
[31]L.A. Manrai, A.K. Manrai, A field study if customers’ switching behavior for bank services, Journal of Retailing and Consumer Services 14 (2007) 208-215.
[32]L.B. Methlie, H. Nysveen, Loyalty of on-line bank customers, Journal of Information Technology 14 (1999) 375-386.
[33]B. Mittal, M.S. Lee, A causal model of consumer involvement, Journal of Economic Psychology 10 (1989) 363-389.
[34]R.L. Oliver, Whence consumer loyalty, Journal of Marketing 63 (1999) 33-44.
[35]S. Román, The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: an empirical study in the financial services industry, Journal of Marketing Management 19 (2003) 915-939.
[36]J. Romaniuk, B. Sharp, Brand salience and customer defection in subscription markets, Journal of Marketing Management 19 (2003) 25-44.
[37]D. Sirdeshmukh, J. Singh, B. Sabol, Consumer trust, value, and loyalty in relational exchanges, Journal of Marketing 66 (2002) 15-37.
[38]M.E. Slama, A. Tashchian, Select socioeconomic and demographic characteristics associated with purchasing involvement, Journal of Marketing 49 (2002) 72-82.
[39]S. Sood, P. Kathuria, Switchers and stayers: An empirical examination of customer base of an automobile wheel care centre, Journal of Service Research 4 (2) (2004) 75-90.
[40]B. Suh, I. Han, Effect of trust on customer acceptance of Internet banking, Electronic Commerce Research and Applications 1 (2002) 247-263.
[41]B. Suh, I. Han, The impact of customer trust and perception of security control on the acceptance of electronic commerce, International Journal of Electronic Commerce 7 (3) (2003) 135-161.
[42]Taiwan Network Information Center (TWNIC), http://www.twnic.net.tw/total/ total _01.htm, January (2007).
[43]F. Wangenheim, T. Bayòn, Satisfaction, loyalty and word of mouth with the customer base of a utility provider: Differences between stayers, switchers and referral switchers, Journal of consumer Behavior 3 (1) (2004) 211-220.
[44]F. Wynstra, B. Axellsson, A. Weele, Driving and enabling factors for purchase involvement in product development, European Journal Purchasing & Supply Management 6 (2000) 129-141.
[45]S.Y. Yousafzai, J.G. Pallister, G.R. Foxall, A proposed model of e-trust for electronic banking”, Technovation 23 (2003) 847-860.
[46]J.L. Zaichowsky, Measuring the involvement construct, Journal of Consumer Research 12 (3) (1985) 341-352.
[47]M. Zeelenberg, R. Pieters, Beyond valence in customer dissatisfaction: a review and new findings on behavioral responses to regret and disappointment in failed services, Journal of Business Research 57 (2004) 445-455.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 莊嘉坤(1995)。國小學生科學態度潛在類別的分析研究。屏東師院學報,8,111-136。
2. 莊嘉坤(1991)。科學態度的評量。國教天地,90,78。
3. 莊雪芳、鄭湧涇(2002)。國中學生對生物學的態度與相關變項。科學教育學刊,10(1),1-20。
4. 宗亮東、路君約、盧欽銘(1977)。科學性向與科學態度的分析研究報告。科學教育月刊,6,24-30。
5. 周美雪、鄭湧涇(1990)。職前生物科教師科學態度的研究。師大學報,35,249-270。
6. 李世光、林宜靜、吳政忠、黃圓婷、蔡雅雯(2003)。奈米科技人才培育計畫之推動規劃與展望:從K-12奈米人才培育試行計劃談起。物理雙月刊,25(3),435-461。
7. 許榮富(1986)。學生特性與學習環境對科學態度成就影響之分析研究。師大學報,31,695-723。
8. 許榮富(1993)。科學知識心智模型與科學態度潛在特質之Rasch模型分析研究。師大學報,38,111-155。
9. 陳沅、曾國鴻(2005)。國小師生對奈米科技之熟悉度、學習需求及其融入課程研究。科學教育學刊,13(1),101-120。
10. 楊坤原、鄭湧涇(1995)。對生物學的態度量表之發展與效化。科學教育學刊,3(2),189-211。
11. 劉德明(1999)。小學自然的科學態度之研究。花蓮師院學報,9,83-119。
12. 鍾聖校(1983)。如何提高師專學生的研究精神。國民教育,24(11),28-33。
 
系統版面圖檔 系統版面圖檔