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研究生:陳淑平
研究生(外文):Pan Sophea
論文名稱:Customer Intention of using Self Service Technology of Bank in Cambodia
論文名稱(外文):Customer Intention of using Self Service Technology of Bank in Cambodia
指導教授:林清河林清河引用關係
指導教授(外文):Chin-Ho Lin
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際管理碩士在職專班
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:2008
畢業學年度:96
語文別:英文
論文頁數:128
外文關鍵詞:Perceived ease of useAttitude toward useSubjective normsPerceived usefulnessTrust and Behavioral Intention to use
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Cambodia is developing country, the technology in the bank such as self service technology just to be a new born in bank society, as we can see ATM just to be popular in year 2007. By extending the technology acceptance model (TAM), and Technology of Reasoned Action Model (TRA) with trust, this study aims to investigate the attitude toward use and behavioral intention to use of self service technology in bank of Cambodia towards perceived usefulness, attitude toward, subjective norms and trust. Furthermore, this research also attempts to figure the relationship among these research constructs. The result that based on regression found that trust, attitude toward use, subjective had positive influence to behavior intention to use, and as well as perceived ease of use, perceived usefulness, trust, subjective norms also influence attitude toward use. The outcome of this study offers the precious finding for bank systems of self service technology in Cambodia in order to realize customer attitude and customer intention to use of SSTs which can get better providing service of SSTs in bank of Cambodia.
ACKNOWLEDGEMENT I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Cambodia banking sector. 7
1.3 The Purpose and Scope of the Study. 15
1.4 Structure of the Research. 16
1.5 Research Process. 17
CHAPTER TWO LITERATURE REVIEW 19
2.1 Theoretical Background: The Technology Acceptance Model. 19
2.2 Theory of reasoned action (TRA). 23
2.3 Trust. 26
2.4 Interrelationship among Research Constructs. 30
2.4.1 Interrelationship between perceived ease of use and perceived of usefulness. 30
2.4.2 Interrelationship between perceived ease of use and attitudes. 31
2.4.3 Interrelationship between perceived of usefulness and attitudes. 32
2.4.4 Interrelationship between perceived of usefulness and behavioral intention to use. 33
2.4.5 Interrelationship between attitude and behavioral intention to use. 34
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 42
3.1 The Conceptual Model. 42
3.2 The Conceptual Measurement. 43
3.2.2 Perceived usefulness. 44
3.2.3 Attitude toward use. 45
3.2.4. Behavior Intention. 46
3.2.5 Trust. 46
3.2.6 Subjective norms. 47
3.3. Hypotheses to be tested. 47
3.4 Questionnaire Design 46

3.5 Sampling Plan and Data collection. 49
3.6 Data Analysis Procedures. 49
3.6.1 Descriptive Statistic Analysis. 49
3.6.2 Factor Analysis and Reliability Test. 50
3.6.3 Multiple Regression Analysis 51
3.6.4 Differences of Research Variables 51
3.6.5 Structure Equation Model (SEM) 51
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 53
4.1 Descriptive Analysis. 53
4.2 Data Collection. 53
4.3 Characteristics of Respondents. 54
4.4 Measurement Results for Relevant Research Variables. 55
4.5 Factor Analysis and Reliability Tests. 58
4.5.1. Perceived Ease of Use. 58
4.5.2. Perceived Usefulness. 59
4.5.3. Customer’s Attitude toward use. 60
4.5.4. Behavioral intention to use. 61
4.5.5. Trust. 62
4.5.6. Subjective Norms. 62
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 64
5.1 Independent Sample t-tests. 64
5.2 Relationships between Perceived ease of use, Subjective norms and Perceived Usefulness. 65
5.3. Relationships between Perceived ease of use, Perceive usefulness, trust and subjective norms and Customer’s attitude toward use. 67
5.4 Relationships between Perceived usefulness and trust. 68
5.5 Relationships between trust, customer’s attitude toward use, subjective norms, perceived usefulness and behavioral intention to use. 69
5.6. One-way ANOVA. 69
5.7. Structural Equation Model (SEM). 73
CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 79
6.1 Research Conclusion and Discussion. 79
6.2 Implication. 84
6.2.1 Implications for Academic Researcher. 84
6.2.2 Implications in practice. 85
6.3 Research Limitations and Future Research Suggestions. 87
REFERENCES 90
APPENDIXES SURVEY QUESTIONNAIRES 107
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