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研究生(外文):Wang, Shang-Wei
論文名稱(外文):A Study of Understanding Continuance Intention of Online Banking
指導教授(外文):Liao, Che-Chen
口試委員(外文):Tao, Bei-LiWeng, Sung-ShunWang, Chin-Chien
外文關鍵詞:Relational bondingInstitution-based trustCommitment-Trust TheoryContinuance Intention
  • 被引用被引用:3
  • 點閱點閱:833
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  • 下載下載:87
  • 收藏至我的研究室書目清單書目收藏:1

Due to online banking significantly reduce bank operating costs, improve banks' profitability,do not to set the physical branch and reduce personnel costs, etc. Therefore, various companies have set up online banking, the past online banking’s advantage doesn’t exists, therefore, how to highlight their own unique and show their competitiveness that become an important issue. The purpose of this study is to use relational bonding, institution-based trust and Commitment-Trust Theory to discuss the continuance intention of online banking users.
Data for this study were collected from 494 experienced user, and validated structural equation modeling by smartPLS. The results show that financial bonding and structured bonding have a significant positive impact on relationship commitment, in institution-based trust, perceived reputation, perceived privacy and perceived security has a significant positive impact. And the results also show a positive effect on relationship commitment and trust for the continuance intention.
This study expanded commitment - trust theory, in addition to explore the antecedents and also confirmed the relationship between commitment and trust relationship for the continuance intention, the above, the results of this study for the academic theory and management practice are good inspiration.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 預期研究貢獻 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 網路銀行定義與發展現況 5
第二節 關係行銷 13
第三節 承諾-信任理論 22
第四節 影響信任的因素 29
第五節 持續使用意圖 36
第三章 研究方法 40
第一節 研究模型 40
第二節 研究假說推導與建立 40
第三節 研究變數操作型定義 47
第四節 研究設計 48
第四章 資料分析方法 52
第一節 敍述性統計分析 52
第二節 信度與效度分析 54
第五章 結論與建議 61
第一節 研究結論 61
第二節 研究貢獻 63
第三節 管理意涵 65
第四節 研究限制 65
第五節 未來研究方向 65
參考文獻 67

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