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研究生:林慧嬌
研究生(外文):Hui-Jiao Lin
論文名稱:顧客於網路銀行的忠誠行為之研究--以印尼為例
論文名稱(外文):The Study of the Antecedents of Customer Loyalty on Internet Banking in Indonesia
指導教授:李元恕李元恕引用關係
指導教授(外文):Yuan-Shuh Lii
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際貿易所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:75
中文關鍵詞:Degree of ElaborationInternet BankingE-LoyaltyMultiple Group AnalysisPerceived Social Presence
外文關鍵詞:Multiple Group AnalysisInternet BankingPerceived Social PresenceDegree of ElaborationE-Loyalty
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Abstract

In the competitive banking environment and Internet usage expansion, Internet banking has become the most ideal channel for implementing banking activities with cost-saving potential and swiftness of information transmission.
This is the case of e-loyalty. This paper develops perceived social presence from the communication theory and elaboration from the information processing theory. The model of this study describes the extent to which customer e-loyalty is influenced by five factors: website quality, corporate image, perceived social presence, trust and satisfaction. Additionally, the moderating variable such as age, gender, degree of elaboration and involvement was tested by the data.
This survey was conducted on Internet banking users in Indonesia. The analysis finds that e-loyalty is not directly related by trust, but it is directly affected by satisfaction. The study also shows that most moderating variables had a significant difference on the model.
Abstract

In the competitive banking environment and Internet usage expansion, Internet banking has become the most ideal channel for implementing banking activities with cost-saving potential and swiftness of information transmission.
This is the case of e-loyalty. This paper develops perceived social presence from the communication theory and elaboration from the information processing theory. The model of this study describes the extent to which customer e-loyalty is influenced by five factors: website quality, corporate image, perceived social presence, trust and satisfaction. Additionally, the moderating variable such as age, gender, degree of elaboration and involvement was tested by the data.
This survey was conducted on Internet banking users in Indonesia. The analysis finds that e-loyalty is not directly related by trust, but it is directly affected by satisfaction. The study also shows that most moderating variables had a significant difference on the model.
TABLE OF CONTENTS

Acknowledgements…………………………………………………………………….i
Abstract.. ………………………………………………………………………………ii

Chapter 1 Introduction.………………………………………………………...……1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Purpose 3

Chapter 2 Literature Review………………………………………………………... 5
2.1 The Concept of Customer Loyalty 5
2.2 E-loyalty 6
2.3 Antecedents of Loyalty 9
2.3.1 Website Quality 9
2.3.2 Corporate Image 10
2.3.3 Perceived Social Presence 11
2.3.4 Trust 12
2.3.5 Customer Satisfaction 13
2.4 Demographic 14
2.5 Degree of Elaboration .15
2.6 Involvement .16
2.7 Summary of Hypotheses .17
2.8 Summary .19

Chapter 3 Research Method……. ………………………………………………... 21
3.1 Research Design 21
3.2 Sampling 22
3.3 Procedure 22
3.4 Measurement of Construct 23
3.3.1 Website Quality 23
3.3.2 Corporate Image 23
3.3.3 Perceived Social Presence 23
3.3.4 Trust 24
3.3.5 Customer Satisfaction 24
3.3.6 E-loyalty 24
3.3.7 Degree of Elaboration 25
3.3.8 Involvement 25
3.3.9 Demographic 25

Chapter 4 Analysis and Result ………………………………………………….…27
4.1 Description of Data 27
4.1.1 Demographical Analysis of Samples………………..……………….27
4.2 Test of Reliability 30
4.3 Test of Validity 30
4.4 Test of Hypotheses 33
4.5 Testing of Competing Model 36
4.6 Multiple Group Analysis 39
4.7 Summary of Hypotheses Test 49

Chapter 5 Discussion and Conclusion…………………………………………….. 52
5.1 Discussion 52
5.2 Theoretical and Managerial Implications 54
5.3 Research Limitations and Future Research 55

References……………………………………………………………………............56
Appendices
Appendix A: Online Questionnaire in English
Appendix B: Online Questionnaire in Bahasa
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