臺灣博碩士論文加值系統

網路銀行是一個新興及具有無限潛力的市場，然而，卻少有研究探討以使用者的角度切入。本研究植基於一個擴大概念的解構式計劃行為理論所發展出來的整合模式來探討消費者對使用網路銀行之使用意圖。研究結果發現，(1)態度及知覺行為控制為消費者對網路銀行之使用意圖的重要影響因素，主觀規範則無顯著影響；(2)知覺有用性、相容性、知覺風險則對於消費者對網路銀行的態度有直接顯著的影響；(3)自我效能、助益條件則對於消費者對網路銀行的知覺行為控制有直接顯著的影響。此外，研究發現出影響消費者實際使用網路銀行的因素是：使用意圖、知覺行為控制、過去網路使用經驗。研究意涵與討論將提供給銀行業者在制定行銷策略上參考。

E-banking is an emerging market with unlimited potentials. However, few studies explored this field from the viewpoint of users. This study explores the intentions of consumers to use e-banking by an integration model that is derived from structural planning behavior theory based on an extensive concept. Results of this study find: (1) Attitude and perceptual behavior controls are important factors affecting consumers on their intentions to use e-banking; but subjective regulations have no significant affection. (2) Perceptual availability, compatibility, and perceptual risk have no directly significant affection on the attitudes of consumers toward e-banking. (3) Self-efficiency and contributive conditions have directly significant affection on perceptual behavior control of consumers toward e-banking. Furthermore, this study finds that factors affecting consumers to physically use e-banking include: intention of use, perceptual behavior control, and past experience of using network. The implications and discuses of this study will be provided to bankers for reference in setting up their marketing strategies.

摘要 I
英文摘要 II
目錄 III
圖目錄 III
表目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 網路銀行 6
第二節 網路銀行相關文獻探討 11
第三節 科技接受模型 15
第四節 計畫行理論 22
第五節 社會認知理論 31
第六節 解構式計畫行為理論 36
第三章 研究方法 40
第一節 研究架構 40
第二節 研究變數與操作型定義 42
第三節 研究假說 47
第四節 研究設計 54
第五節 資料分析方法 56
第四章 資料分析與結果 59
第一節 問卷回收狀況與敘述性統計 59
第二節 信度與效度 62
第三節 各構面問項之敘述分析 66
第四節 t檢定變異數分析 68
第五節 模型整體適配效度檢定 76
第六節 研究假說檢定 78
第五章 結論與建議 81
第一節 研究結果與討論 81
第二節 管理實務建議 83
第三節 研究限制 85
第四節 未來建議 86
參考文獻 87
附錄一 本研究正式問卷 90

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