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研究生:王尚瑋
研究生(外文):Wang, Shang-Wei
論文名稱:探討網路銀行持續使用意圖之研究
論文名稱(外文):A Study of Understanding Continuance Intention of Online Banking
指導教授:廖則竣廖則竣引用關係
指導教授(外文):Liao, Che-Chen
口試委員:陶蓓麗翁頌舜汪志堅
口試委員(外文):Tao, Bei-LiWeng, Sung-ShunWang, Chin-Chien
口試日期:2012-07-17
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:2012
畢業學年度:100
語文別:中文
論文頁數:89
中文關鍵詞:關係連結制度基礎的信任承諾-信任理論持續使用意圖
外文關鍵詞:Relational bondingInstitution-based trustCommitment-Trust TheoryContinuance Intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:833
  • 評分評分:
  • 下載下載:87
  • 收藏至我的研究室書目清單書目收藏:1
由於網路銀行具有大幅降低其銀行經營成本、有效提高銀行盈利能力、不需設置實體分支據點與減少人員費用等優點,因此各家業者紛紛成立網路銀行,導致過去網路銀行所挾帶之優勢已不復存在,為此,如何突顯自身的獨特性進而在眾多競爭者中脫穎而出,則成為現今網路銀行業者的重要課題。而本研究之目的在於利用關係連結、制度基礎的信任與承諾-信任理論此三構面來探討網路銀行使用者之持續使用意圖。
本研究採用網路問卷調查,研究對象為網路銀行的使用者,問卷最終共回收494份有效問卷,並使用smartPLS2.0結構方程模式來驗證模型內各個變數間的因果關係。而研究結果顯示關係連結中的財務連結與結構化連結對於關係承諾有顯著的正向影響,而制度基礎的信任中,感知聲譽、感知隱私與感知安全三者皆對信任有著顯著的正向影響,而研究結果也顯示出關係承諾與信任對於持續使用意圖具有正向影響。
本研究結果擴大了承諾-信任理論的應用範圍,除了探討前因之外,也證實關係承諾與信任對於持續使用意圖的關係,綜合以上所述,本研究結果對於學術理論與管理實務上皆具有良好的啟示。

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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