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研究生:陳閤順
研究生(外文):Ho-ShunChen
論文名稱:探討網頁視覺美感對網路銀行使用意圖之研究—以消費傾向作為干擾
論文名稱(外文):The Study of Web Visual Aesthetics on Usage Intention to Online Banking— The Moderating Effect of Shopping Orientation
指導教授:劉宗其劉宗其引用關係
指導教授(外文):Tsung-Chi Liu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:72
中文關鍵詞:網路銀行網頁視覺美感消費傾向使用意圖
外文關鍵詞:online bankingweb aestheticsshopping orientationusage intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:504
  • 評分評分:
  • 下載下載:59
  • 收藏至我的研究室書目清單書目收藏:2
過去在探討網路銀行的主題上,多聚焦在科技接受度模型、創新擴散理論或計畫性行為理論的研究,卻忽略了網路銀行本身的一些特性。而在網路銀行逐漸取代實體分行的現代,銀行業者如何使用網頁美學來吸引和留住網路銀行使用者已變成最須關注的議題。因此本研究希望能藉由引進網頁美學這個概念,進一步進行使用意圖的探討。

此外,配合SOR理論所延伸出的架構,本研究透過SOR理論中的刺激、主體對於產生的反應為對照,探討網頁視覺美感透過使用者的知覺網站服務品質,對於網路銀行使用意圖的影響,並加入使用者的消費傾向作為干擾。依據相關學者的觀點,接著提出這些構面的操作型定義來設計各構面的衡量問項,最後再配合SPSS和AMOS等統計軟體的使用,透過敘述性分析、因素分析、信度分析、階層迴歸分析和線性結構競爭模式分析來進行假設的驗證。

本研究以隨機的方式針對各行各業的人做抽樣調查,研究結果歸納如下:
一、研究結果發現知覺網站服務品質具有完全中介之效果,能提高使用者的使用意願。而易用性、享樂、信賴性和安全性均對於網路銀行的使用意圖有顯著的影響。
二、不同的消費傾向會對於網頁視覺美感有不同的感受,故銀行在網頁設計的策略上,應同時兼顧美感的形式性和吸引性

As discussing the topic of online banking, most researches drew on models borrowed from social psychology, such as TAM, TPB and IDT , but neglect the characteristics of online banking itself. Nowadays, in order to outperform competitors, how to use web aesthetics to entice and retain online users has become a prioritized question for the bank. In this research , we incorporated the construct “web aesthetics” to discuss related topic on usage intention.

Besides, to combine with the S-O-R theory, this research use “stimulus”, “organism” to influence the users` response, to discuss how web aesthetics influence usage intention through perceived website service quality and add shopping orientation to model to be a moderator. Then we provide operational definition and indicator to the four dimensions for the design of questionnaire based on the previous research. Also, we use statistic software to perform the outcome, including descriptive analysis, factor analysis, hierarchical regression and structured equation modeling.

The research use sampling survey randomly in all kinds of industry coming from every industry, the results are as follows:
1.Perceived service quality has completely mediating effect on usage intention. Ease of use, reliability, enjoyment and safety all have significant effects on usage intention.
2.People with different shopping orientation will have opposite sense of feeling on web aesthetics. So the strategy on website design should focus on formality and appealing simultaneously.

目錄IV
圖目錄VI
表目錄VII
第一章緒論1
第一節研究背景與動機1
第二節 研究目的4
第三節 研究流程5
第二章 文獻探討6
第一節 刺激-個體-反應理論(S-O-R Theory)6
第二節 網頁美感10
第三節 知覺網站服務品質13
第四節 購買傾向17
第五節 行為意圖21
第三章 研究方法23
第一節 研究架構23
第二節 研究假設24
第三節 研究變數操作型定義27
第四節 問卷設計28
第五節 研究對象與方法32
第四章 研究結果與分析35
第一節 樣本結構35
第二節 因素分析與信度檢定38
第三節 階層迴歸分析43
第四節 線性結構競爭模式分析46
第五章 結論與建議50
第一節 研究結果50
第二節 結論與管理意涵53
第三節 研究限制與與後續研究建議56
參考文獻58
附錄1訪談紀錄63
附錄2正式問卷68
附錄3網頁圖片72
中文文獻
吳萬益(2011),企業研究方法,華泰文化

英文文獻

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