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研究生(外文):SHU-AN HO
論文名稱:網路銀行抗拒行為- 探討既有系統習慣之中介效果
論文名稱(外文):The Study of User Resistance to Internet Banking- Exploring the Mediating Effect of Incumbent System Habit
指導教授(外文):Shiu-Wan Hung
外文關鍵詞:Internet bankingUser resistanceHabit
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In recent years, the growth of Internet's popularity and prosperity enhances the attractiveness of e-commerce. The financial industry also follows this trend and activity to develop Internet banking affair. Instead of the physical channels, this virtual path will be the mainstream of the financial service in the future. However, it finds that the number of online banking user does not increase significantly while domestic banks are investing constantly in Internet bank. Therefore, the purpose of this study is investigating the reason that makes users resist using on-line bank.
A web survey was conducted on actual and potential users of Internet banking, and the total valid sample is 407 using structural equation modelling reveals that the measurement model has good reliability and validity. The research reveals that the explicit factors of switching cost and of sunk cost have positive impact on habit while the controlling benefits is negative. On the other hand, the implicit of emotional avoidance and perceived uncertainty also have positive impact on habit, and it increases the resistance. Furthermore, habit mediates the relationship between antecedents and user resistance, except the factor of emotional aversion and perceived uncertainty. Accroding to the validation of these assumptions, this study provided marketing strategy recommendations to improve the resistance to Internet banking, thereby increasing the adoption and the frequency of use.


第一章 緒論.........1

1-1 研究背景與動機.........1
1-2 研究動機.........3
1-3 研究目的.........6
1-4 研究流程.........7

第二章 文獻探討.........8
2-1 網路銀行.........8
2-1-1 網路銀行的定義及特性.........8
2-1-2 網路銀行相關研究及應用.........9
2-2 使用者抗拒.........11
2-2-1 使用者抗拒定義.........11
2-2-2 使用者抗拒相關研究及應用.........13
2-2-3 小結.........19
2-3 習慣.........20
2-3-1 習慣的定義.........20
2-3-2 習慣相關研究及應用.........21

第三章 研究方法.........24

3-1 研究對象與資料蒐集.........24
3-2 研究變數定義與問卷分析.........25
3-3 初步分析與假說推論.........29
3-3-1 探索性因素分析.........29
3-3-2 因素分類.........32
3-3-3 研究架構與假說推論.........35
3-4 研究方法.........40
3-4-1 樣本資料分析.........40
3-4-2 信度檢定.........40
3-4-3 效度檢定.........40
3-4-4 假設驗證.........41

第四章 實證分析.........44

4-1 敘述性統計資料分析.........44
4-2 研究構面敘述性統計.........46
4-3 測量模型之信效度分析.........48
4-3-1 信度分析.........48
4-3-2 效度分析.........49
4-4 結構模型之路徑分析.........53
4-4-1 本研究模型與適配度分析.........53
4-4-2 路徑分析結果.........55
4-4-3 假設驗證結果.........61

第五章 結論與建議.........63

5-1 研究討論.........63
5-2 研究意涵.........67
5-3 研究限制與後續研究建議.........69

附錄一 網路銀行.........79
附錄二 問卷.........86

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