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研究生:潘有崴
研究生(外文):YU-WEI PAN
論文名稱:影響顧客使用銀行虛擬通路意圖因素之研究
論文名稱(外文):User Belief Migration from Offline to Online: An Empircial of Click-and-Mortar Banking
指導教授:陳建文陳建文引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
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:2009
畢業學年度:97
語文別:中文
論文頁數:111
中文關鍵詞:使用意圖態度信任銀行虛實整合
外文關鍵詞:Click-and-Mortarbanktrustattitudeintention
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科技的普及化,帶動各種網際網路商務的運用,以往只具有傳統實體通路的商家,莫不紛紛開始擴展企業的線上營運通路,並將其視為企業營運的主要策略之一,而銀行業是種資訊化相當高的產業,更不能忽視網路商務帶來的商機與衝擊。特別是在這股全球金融風暴中,如何鼓勵消費者從線上通路進行相關的金融業務,以有效節省銀行的人事與營運成本,以便渡過此次的金融風暴,讓銀行得以永續發展;因此了解影響使用者使用網路銀行意圖的因素,是值得銀行業者探討的議題。以往對於網路銀行使用的研究,往往沒有考慮到銀行原有實體因素對網路銀行使用造成的影響,但許多學者對虛實整合商務的研究都顯示,實體因素對線上通路的使用會有很大的影響;故本研究除考慮顧客使用資訊科技的接受因素(有用性和易用性),以及使用網路銀行的線上態度和線上信任之外,並加入實體態度和實體信任,一併來探討影響消費者選擇網路銀行做為從事金融活動的因素。
使用過網路銀行的使用者為對象,探討影響使用網路銀行意圖的因素。研究結果顯示,影響顧客使用網路銀行意圖最大的因素是顧客對銀行的線上態度,其次為顧客對實體銀行的信任,而實體信任也是影響顧客線上態度最重要的因素。因此,銀行須在實體銀行服務顧客時就獲取顧客的信任,進而增進顧客使用網路銀行的意願。
Due to the nature of electronic environment, the emergence of the Internet has constructed a way for users to easily process daily affairs regarding internet banking. In other words, banking is an electronic-intensive industry from which users can adopt by accessing the banking website. However, usage intention is a complex concept and it is difficult to identify the true components that construct it. To response to this problem, it is essential for us to expend research efforts that are necessary to recognize the determinants of e-banking acceptance. Prior studies have shown key role of user’s perceptions (e.g. attitude, trust) salient in Internet banking. Although these factors are meaningful, using single-channel (either physical or virtual) as major focus will significantly mismatch the true nature of banking industry. To this end, this study proposed a click and mortar acceptance model for understanding users’ intention to use Internet banking. Online attitude and trust will be created from the banking website, whereas offline attitude and trust will be obtained from the physical bank. Findings indicate that online attitude plays the most influential role in affecting user’s online banking intention followed by offline trust on the physical bank. Interestingly, offline trust plays the most important factor influencing users’ online attitude. In sum, the proposed model provides a possible answer for understanding both online and offline banking features. We believe that users with offline trust are easier to promote their banking intention through the banking website.
第一章 序論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究範圍與限制 6
1.4 研究流程 6
第二章 文獻回顧 8
2.1 網路銀行 8
2.1.1 我國銀行的發展 8
2.1.2 電子銀行 10
2.1.3 網路銀行之發展 13
2.2 行為模式 14
2.2.1 理性行為理論 14
2.2.2 科技接受因子 16
2.3 虛實整合商業模式 18
2.4 信任 22
2.4.1 實體信任(Offline Trust) 24
2.4.2 線上信任(Online Trust) 25
2.5 態度 27
2.5.1 實體態度 27
2.5.2 線上態度 28
第三章 研究方法 30
3.1 研究架構與假說 30
3.1.1 研究架構 30
3.1.2 研究假說 31
3.2 研究變數 35
3.2.1 認知有用性 35
3.2.2 認知易用性 35
3.2.3 對實體銀行的信任 36
3.2.4 對實體銀行的態度 36
3.2.5 對網路銀行的線上信任 37
3.2.6 對網路銀行的線上態度 38
3.2.7 網路銀行的使用意圖 38
3.3 研究設計 39
3.3.1 研究對象 39
3.3.2 資料蒐集方法 39
3.4 資料分析方法 40
3.4.1 敘述性統計分析 40
3.4.2 效度分析 40
3.4.3 信度分析 41
3.4.4 結構方程模式 42
3.4.5 結構方程模式執行步驟 44
3.4.6 結構方程模式 61
第四章 研究結果分析 63
4.1 資料分析方法 63
4.1.1 樣本個人特徵 63
4.1.2 樣本的使用特徵 63
4.2 敘述性統計資料分析 66
4.3 研究模式的檢驗 68
4.3.1 測量模式 68
4.3.2 結構模式分析 71
4.3.3 研究假設驗證 76
4.3.4 效果分析 78
第五章 結論與建議 84
5.1 結論 84
5.2 研究貢獻 85
5.2.1 學術貢獻 85
5.2.2 實務貢獻 85
5.3 未來研究建議 87
參考文獻 88
附錄 98
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