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研究生:洪誌遠
研究生(外文):Chih-Yuan Hung
論文名稱:便利性與風險性對網路銀行採用之資訊整合模式實驗探討
論文名稱(外文):Experimental Study of The Information Integration Model of Convenience and Risk to The Adoption of Internet Bank
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:120
中文關鍵詞:資訊整合理論風險性便利性網路銀行
外文關鍵詞:RiskConvenienceInternet BankInformation Integration Theory
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網路銀行不受時間和地點的限制,消費者可以藉由網路銀行系統進行個人帳戶的各種理財處理,亦可查詢許多資訊。雖然網路銀行帶給生活很多的方便,但其蘊涵的風險問題卻不容忽視。
本研究先探討消費者面對便利性與風險性之單一訊息對網路銀行使用意圖所造成之影響,又基於資訊整合理論(Information Integration Theory,IIT)觀點,再探討當消費者面對網路銀行雖有其便利性,但又有資料外洩等風險考量下,如何對此兩方面訊息加以整合,進而影響其使用意圖,另深入探討使用不同模式之消費者,其對網路銀行之使用意圖是否有所影響。
本研究中之實驗設計將樣本分為31名有網路銀行使用經驗之受測者與32名沒有網路銀行使用經驗之受測者等兩個族群,再以 2(便利性)× 2(風險性)之受測者內實驗設計,以探討有無使用經驗的消費者對網路銀行之便利性與風險性資訊的整合模式。
於實驗中發現,消費者面對網路銀行不等便利性與不等風險性訊息,其使用意圖有顯著差異。有網路銀行使用經驗的受測者乃採用相加模式以整合便利性與風險性訊息;沒有網路銀行使用經驗的受測者乃採用不等權重平均模式以整合便利性與風險性訊息,進而產生使用意圖。而使用相加模式的受測者,面對兩種正面訊息之使用意圖會高於單一正面訊息之使用意圖;而使用不等權重平均模式的消費者,受到訊息評估權重之影響,故在面對高便利性與低風險性訊息所反映出的使用意圖低於低風險性訊息所反映出的使用意圖,但高於高便利性訊息所反映出的使用意圖,其中亦可看出受測者對於風險性之評估權重較高。
The internet bank hasn’t limited by the time and the place, the consumers may manage finances process of individual account by the internet banking system, also may inquire many information. Although the internet bank make a convenient life, but its risk is not allowed to neglect.
This research discusses the influence of the convenience and risk to the internet bank use intention of consumers, also based on the perspective of the Information Integration Theory, discusses how consumers integrate the two information when they faced the convenience of the internet bank, and the consideration of risk by the release of the information, then affects their use intention, in addition, thorough discusses that is there any different use intention of the internet bank that the different integration model used by consumers.
The experiment of this research is designed as the sample divides into 31 subjects who have used the internet bank and 32 subjects who haven’t used the internet bank, subjects need to make decision between 2 (convenience) * 2 (risk), to discusses the information integration model used by who used the internet bank or not.
The findings in the experiment are when the consumer facing different convenience and different risk, their use intention are different significantly. The subjects who have used the internet bank use adding model to integrate the convenience and the risk information; and the subjects who haven’t used the internet bank use the different-weight averaging model to integrate the convenience and the risk information, and then has the use intention. But subjects who uses the adding model, their use intention of two positive information would be higher than the single positive information; But subjects who uses the different-weight averaging model, influenced by different-weight, so the use intention of the high convenience and low risk is lower than the low risk, but it is higher than high convenience, in which also may see the weight of the subjects toward the risk is higher.
中文摘要…………………………………………………………i
英文摘要…………………………………………………………ii
誌謝………………………………………………………………v
目錄………………………………………………………………v
表目錄……………………………………………………………vii
圖目錄……………………………………………………………viii
第壹章 緒論…………………………………………………1
第一節 研究背景與動機……………………………………1
第二節 研究目的……………………………………………3
第三節 研究流程……………………………………………4
第貳章 文獻探討……………………………………………5
第一節 網路銀行……………………………………………5
一、 網路銀行之定義……………………………………5
二、 網路銀行之功能……………………………………6
三、 網路銀行與傳統銀行特性之比較…………………7
第二節 便利性………………………………………………10
一、 便利性之定義………………………………………10
二、 便利性之構面………………………………………12
第三節 知覺風險……………………………………………13
一、 知覺風險之定義……………………………………13
二、 知覺風險之構面……………………………………16
第四節 資訊整合理論………………………………………19
一、 資訊整合理論之基本概念…………………………19
二、 認知代數模式………………………………………22
三、 資訊整合理論之決策意涵與應用…………………30
四、 顧客行為研究中之資訊整合觀點…………………35
第參章 研究方法……………………………………………39
第一節 研究架構……………………………………………39
一、 網路銀行之便利性與風險性資訊之整合…………40
二、 使用經驗……………………………………………40
第二節 研究假設……………………………………………40
第三節 實驗設計……………………………………………42
一、 運用焦點團體法選取消費者對於網路銀行採用之評估因子 …42
二、 便利性與風險性之衡量……………………………44
三、 消費者對網路銀行採用之資訊整合實驗…………46
第肆章 研究結果……………………………………………53
第一節 不同使用經驗對網路銀行訊息整合模式之分析…53
一、 整體樣本對網路銀行資訊整合模式………………53
二、 個別樣本對網路銀行資訊整合模式………………60
三、 相加與平均模式對使用意圖之分析………………77
第伍章 結論與建議…………………………………………79
第一節 研究結論……………………………………………79
一、 消費者之資訊整合模式……………………………79
第二節 行銷意涵及建議……………………………………82
一、 有網路銀行使用經驗消費者之資訊整合模式及行銷意涵 …82
二、 沒有網路銀行使用經驗消費者之資訊整合模式及行銷意涵 …82
三、 使用相加或平均模式對資訊量不足所產生之使用意圖…83
第三節 研究限制與未來研究建議…………………………84
參考文獻…………………………………………………………86
附錄一 焦點團體訪談會議記錄………………………………94
附錄二 網路銀行便利性與風險性衡量問卷…………………98
附錄三 消費者對網路銀行之資訊整合實驗記錄用紙………99
附錄四 資訊整合實驗刺激……………………………………100
附錄五 口試委員意見及修改說明……………………………108
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