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研究生:余東耿
研究生(外文):Yu, Tung-Keng
論文名稱:網路銀行採用之研究-整合信任、科技接受模式與交易成本理論
論文名稱(外文):The Adoption of Internet Banking: An Integration of Trust, TAM and TCT
指導教授:吳英隆吳英隆引用關係
指導教授(外文):Wu, Ing-Long
口試委員:陳昭宏阮金聲吳英隆
口試委員(外文):Cheng, Jao-HongRoan, Jin-ShengWu, Ing-Long
口試日期:2011-07-25
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:93
中文關鍵詞:網路銀行科技接受模式信任交易成本
外文關鍵詞:Internet BankingTechnology Acceptance Model (TAM)TrustTransaction Cost Theory (TCT)
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  隨著資訊科技(Information Technology, IT)的快速發展及網際網路(Internet)於商業用途的廣泛運用,網際網路逐漸運用到金融服務業,而網路銀行則是最具代表性的一個應用。網路銀行係將金融服務延伸至遠端服務的通路,顧客透過瀏覽器(Browser),在遠端任何一台可連上網際網路的電腦,即可完成金融交易,對銀行而言,可節省大量的實體分行租金及櫃員人事成本。網路銀行雖然已逐漸被顧客所接受,但根據調查約有五成的台灣民眾尚未使用網路銀行,且網路銀行所佔之業務量遠低於其他傳統通路(如:實體分行、ATM等)。
  網路銀行的發展關鍵在於顧客的接受度,因此充分瞭解顧客對網路銀行的認知及影響採用的關鍵因素,將有助於提昇網路銀行的普及率並增加業務量。故本研究以「科技接受模式(Technology Acceptance Model, TAM)」為基礎,並為適當反應網路銀行之環境領域特性,加入「信任(Trust)」及「交易成本(Transaction Cost)」兩個變數,探討影響顧客採用網路銀行的關鍵因素。
  本研究採用便利抽樣法,共255份樣本資料,統計分析結果顯示:(1)態度(Attitude)為顧客對網路銀行之使用意圖(Usage Intention)的最重要影響因素,其次是認知有用性(Perceived Usefulness)及交易成本;(2)認知有用性、認知易用性(Perceived Ease of Use)及信任對於顧客對網路銀行的態度有直接顯著的影響,並間接影響顧客對網路銀行之使用意圖;(3)信任對於顧客對網路銀行的認知有用性、交易成本有直接顯著的影響,並間接影響顧客對網路銀行之使用意圖;(4)認知易用性對於顧客對網路銀行的認知有用性、信任有直接顯著的影響,並間接影響顧客對網路銀行之使用意圖。
With the Information technology (IT) rapid developed and Internet widely used in commercial use, Internet gradually be applied to the financial services industry. Internet banking is the most representative application of them. Internet banking extends financial services to the remote access services. Through a browser, customers can complete banking transactions anywhere by an Internet connected computer. Thus it might save a lot of physical branch rent expenses and clerk personnel costs for banks. Although Internet banking has been gradually accepted by customers, but according to the survey there are still about 50% of people in Taiwan never used Internet banking. Moreover, Internet Banking business volume is much lower than other traditional channels (such as physical branches and ATM).
The development key of Internet banking is customers’ acceptance. Fully understanding customers’ perception and key factors affecting their adoption of Internet banking will help to improve its coverage and increase the business volume. Therefore, this research is based on Technology acceptance model (TAM), and for properly reflecting Internet banking environmental field features, adding two variables “Trust” and “Transaction cost” to investigate key factors that affecting customers’ adoption of Internet banking.
Convenience sampling method is used in this research, and total 255 available samples been received. Statistics analysis result showed that: (1) Attitude is the most significant factor influences customers’ usage intention of Internet banking, and the following factors are perceived usefulness and transaction cost. (2)Perceived usefulness, perceived ease of use and trust have an obvious and direct influence to customers’ attitudes of Internet banking, and indirectly affect their usage intention to Internet banking. (3)Trust directly influences customers’ perceived usefulness and transaction cost of Internet banking, and indirectly affects their usage intention. (4)Perceived ease of use directly affects customers’ perceived usefulness and trust of Internet banking, and indirectly influences customers’ usage intention of Internet banking.
目 錄
========================================================
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 6
第二章 文獻探討 7
第一節 網路銀行 7
  一、網路銀行的定義與特性 8
  二、網路銀行的發展現況 13
  三、網路銀行提供的服務 15
  四、網路銀行的優缺點及限制 16
第二節 科技接受模式(TAM) 19
  一、科技接受模式(TAM)的架構與內涵 20
  二、科技接受模式(TAM)的相關研究 21
第三節 信任 22
  一、信任的定義 22
  二、信任的內涵 24
  三、信任的屬性與構面 29
  四、信任對網路銀行之影響 30
第四節 交易成本理論 31
  一、交易成本的內涵 31
  二、網路銀行的交易成本 38
第三章 研究方法 42
第一節 研究模式與假說 42
  一、研究模式 42
  二、研究假說 43
第二節 變數的定義與衡量 48
  一、信任 48
  二、交易成本 48
  三、認知有用性 49
  四、認知易用性 49
  五、態度 50
  六、使用意圖 50
第三節 研究設計 53
  一、問卷設計 53
  二、資料蒐集 53
第四節 資料分析方法 54
  一、敘述性統計分析 54
  二、信度分析 55
  三、效度分析 55
  四、結構方程模式分析 55
第四章 資料分析 62
第一節 敘述性統計分析 62
  一、樣本結構之敘述性統計分析 62
  二、問卷題項之敘述性統計分析 64
第二節 信度與效度分析 67
  一、信度分析 67
  二、效度分析 67
第三節 結構方程模式評估 70
  一、檢驗違犯估計 70
  二、檢驗模式配適度 72
  三、結構方程模式結果 73
  四、研究假說檢定結果 74
  五、路徑效果分析 76
第五章 結論與建議 78
第一節 研究結論 78
  一、敘述性統計分析之發現 78
  二、整體樣本觀念性架構驗證與假說檢定之發現 79
第二節 研究貢獻 79
  一、學術貢獻 79
  二、實務貢獻 80
第三節 研究限制與未來建議 80
  一、研究限制 80
  二、未來研究建議 81
參考文獻 82
中文部分 82
英文部分 83
附錄一:研究問卷 89
========================================================


圖目錄
========================================================
圖 2-1 科技接受模式(TAM) 21
圖 2-2 一般性電子商務信任模式 26
圖 3-1 本研究架構 43
圖 3-2 結構方程模式(SEM)的決策流程 57
圖 4-1 本研究結果模式圖 73
========================================================


表目錄
========================================================
表 1-1 全國金融機構統計表 1
表 2-1 網路銀行之定義 8
表 2-2 信任的定義 23
表 2-3 信任的內涵 27
表 2-4 交易成本的分類 37
表 2-5 網路商店的特性對交易成本的影響 39
表 3-1 變數之操作型定義 50
表 3-2 變數之衡量題項及參考文獻 51
表 3-3 各配適度衡量指標建議值 60
表 4-1 樣本之分佈情形 62
表 4-2 信任之敘述性統計分析 64
表 4-3 交易成本之敘述性統計分析 64
表 4-4 認知有用性之敘述性統計分析 65
表 4-5 認知易用性之敘述性統計分析 65
表 4-6 態度之敘述性統計分析 66
表 4-7 使用意圖之敘述性統計分析 66
表 4-8 各構面信度分析 67
表 4-9 收斂效度分析表 68
表 4-10 區別效度分析表 70
表 4-11 違犯估計評鑑表 71
表 4-12 整體模式配適度指標檢定表 73
表 4-13 各變項路徑關係與假設檢定 76
表 4-14 各構面對使用意圖的效果分析 77
========================================================
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13.黃啟瑞(2004)。消費者網路購買商品之接受性-交易成本理論之應用。碩士論文。國立中興大學應用經濟研究所。
14.黃慧文(2001)。COBIT觀點下網路銀行內部控制與稽核之研究。碩士論文。中原大學會計研究所。
15.葉人瑋(2004)。消費者科技準備度與網路銀行使用意願關聯性之研究。碩士論文。國立雲林科技大學企業管理研究所。
16.葉其葳(1997)。網際網路對電子銀行服務影響之研究。碩士論文。國立中正大學財務金融研究所。
17.廖恆熙(2008)。網路銀行之顧客滿意度及行為意圖研究-以國內某銀行為例。碩士論文。國立東華大學企業管理研究所。
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