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研究生:呂佩卿
研究生(外文):Pei-Ching Lu
論文名稱:顧客使用網路銀行行為意向之研究
論文名稱(外文):The Study on Customers Behavioral Intention of Internet Banking
指導教授:林永清林永清引用關係
指導教授(外文):Yeong-Ching Lin
口試委員:張仁家 陳甦彰
口試委員(外文):Jen-Chia Chang Su-Chang Chen
口試日期:2014-06-19
學位類別:碩士
校院名稱:國立澎湖科技大學
系所名稱:服務業經營管理研究所碩士在職專班
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:101
中文關鍵詞:網路銀行科技接受模式計畫行為理論影響因素
外文關鍵詞:Internet bankingtechnology acceptance modeltheory of planned behaviorfactors
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摘要
近年來,網路科技和電子商務快速成長,網路銀行也適時在處理顧客線
上業務,扮演著極為重要的角色。由於網路銀行可以使顧客不受銀行營業
時間與空間的限制,因而降低實體和時間成本,另一方面,銀行也可以因
網路銀行而減少作業成本以及市場擴展。儘管網路銀行對顧客與銀行雙方
皆益處,但根據統計臺灣地區仍有近一半(48%)的顧客拒絕接納網路銀
行,因此,深入了解顧客使用網路銀行的影響因素,仍是銀行業者不可忽
視的重要議題。本研究之研究架構以科技接受模式為基礎理論,結合計畫
行為理論,並輔以信任、自我效能、個人創新與知覺利益等變數,研究目
的旨在於瞭解顧客網路銀行使用意圖的影響因素。本研究以全省使用過網
路銀行的民眾為研究母體,首先以地區分層於財政部指定承辦網路銀行業
務銀行中隨機抽取銀行 15 家,繼之,於被抽取的指定網路銀行中,委由
銀行行員幫忙,進行立意抽樣並進行問卷調查,總共發放問卷 450 份,剔
除填答不完全問卷 46 份,計回收有效問卷 404 份,有效問卷回收率為
89.7%。問卷回收後,以 SPSS 及 AMOS 統計軟體,進行統計分析,經由驗
證性因素分析,檢驗各研究構念間的關係,研究發現顧客網路銀行的使用
態度強烈會正向顯著影響使用意願;另外,亦發現主觀規範、知覺有用、
知覺易用與知覺利益對使用態度皆有正向顯著的影響,其中尤以知覺易用
為最,知覺有用次之,知覺利益再次之;自我效能對信任有正向顯著的影
響,但對於知覺有用則沒有正向顯著的影響,對於知覺易用則有強烈的影
響;個人創新對自我效能有正向顯著的影響,知覺有用與知覺易用則沒有
正向顯著的影響。


關鍵詞:網路銀行、科技接模式、計畫行為理論、影響因素
ii 
The Study on Customers Behavioral Intention of Internet
Banking

Student:Pei-Ching Lu Advisor:Yeong-Ching Lin

Graduate School of Service Management
National Penghu University of Science and Technology

Abstract
In recent years, with the rapid growth of internet technology and electronic
commerce, internet banking timely handles businesses online for customers and
plays a very important role. As customers are no longer limited by the
operating hours and space, internet banking lowers the physical and time cost.
On the other hand, banks can reduce operating costs through internet banking
and focus on market expansion. Although internet banking is beneficial to
both customers and banks, statistics show that in Taiwan there are still about
half (48%) of customers who refuses to accept internet banking. Therefore,
understanding the factors affecting the customers using internet banking is still
an important issue for the banking industry. In this research, the technology
acceptance model is utilized as the base theory, combined with the theory of
planned behavior and supplemented with trust, self-efficacy, individual
innovation and perceived benefits. The goal of the research is to understand
the factors affecting the customer intention in using internet banking. This
research takes the citizens who have used internet banking as the population.
First, random samples of 15 banks with internet banking are drawn from
stratified regions. Next, among the drawn banks with internet banking,
purposive sampling is conducted on the bank tellers to perform survey. A
total of 450 questionnaires were given. After removing the 46 incomplete
questionnaires, the remaining total of 404 valid questionnaires gave with an
effective response rate at 89.7%.
After questionnaires were collected, SPSS and AMOS statistical software
were used to conduct statistical analysis. Confirmatory factor analysis was
used to study the relationship between each construct, and the research found
that customers' strong use attitude in internet banking can positively and
significantly influence their use attention. Also, it was found that subjective
norm, perceived usefulness, perceived ease of use and perceived benefits all  
iii 
had positive significance on use attitude; among them, perceived ease of use is
the highest, followed by perceived usefulness and then perceived benefits.
Self-efficacy has positive significance on trust, but not on perceived usefulness;
it has strong influence on perceived ease of use. Individual innovation has
positive significance on self-efficacy, but not on perceived usefulness and
perceived ease of use.

Key words:Internet banking, technology acceptance model, theory of planned
behavior, factors


目錄
中文摘要 ························································································ i
英文摘要 ·······················································································
ii
謝 誌 ·······················································································
iv

目 錄 ·······················································································
v

表 目 錄 ······················································································
vii

圖 目 錄 ·····················································································
viii


一 、緒論 ····················································································· 1
1.1 研究背景 ··········································································· 1
1.2 研究動機 ··········································································· 4
1.3 研究目的 ··········································································· 5
1.4 研究流程 ··········································································· 6
二、 文獻探討與假說 ·································································· 7
2.1 各變項文獻探討 ································································· 7
2.2 各變項間之關係 ······························································· 17
2.3 網路銀行國內外相關文獻整理 ············································· 21
三、 研究方法 ············································································ 30
3.1 研究架構 ········································································· 29
3.2 研究假設 ········································································· 31
3.3 研究變項之操作型定義與衡量 ·············································· 32
3.4 研究設計 ········································································· 36
3.5 預試量表鑑別度與信度、效度分析 ········································ 37
3.6 資料分析方法 ··································································· 43
四、 研究分析與結果 ································································ 47
4.1 樣本結構分析 ··································································· 47
4.2 敍述性統計分析 ································································ 54
4.3 相關分析 ········································································· 57  
vi 
4.4 因素分析及信度檢定 ·························································· 57
4.5 效度分析 ········································································· 62
4.6 結構方程模型分析 ····························································· 68
五、 結論與建議 ····································································· 7072
5.1 研究發現 ········································································· 72
5.2 結論 ··············································································· 74
5.3 研究建議 ·········································································· 74


 
vii 
表目錄
表 2-1 銀行交易工具成本比較 ................................... 7
表 2-2 網路銀行國內外相關文獻整理 ............................ 26
表 3-1 信任量表項目分析 ...................................... 38
表 3-2 主觀規範量表項目分析 .................................. 38
表 3-3 知覺有用量表項目分析 .................................. 39
表 3-4 知覺易用量表項目分析 .................................. 39
表 3-5 個人創新量表項目分析 .................................. 40
表 3-6 自我效能量表項目分析 .................................. 40
表 3-7 使用態度量表項目分析 .................................. 41
表 3-8 行為意向量表項目分析 .................................. 41
表 3-9 知覺利益量表項目分析 .................................. 42
表 3-10Cronbach's α 係數值 ................................... 42
表 4-1 性別統計表 ............................................ 47
表 4-2 年齡統計表 ............................................ 48
表 4-3 學歷統計表 ............................................ 48
表 4-4 職業統計表 ............................................ 49
表 4-5 年收入統計表 .......................................... 49
表 4-6 目前居住地統計表 ...................................... 50
表 4-7 網路銀行使用頻率統計表 ................................ 50
表 4-8 網路銀行使用地點統計表 ................................ 50
表 4-9 使用載具統計表 ........................................ 51
表 4-10 網路銀行使用經驗統計表 ............................... 51
表 4-11 網路銀行熟悉度統計表 ................................. 51
表 4-12 網路銀行滿意度統計表 ................................. 52
表 4-13 使用網路銀行原因分析表 ............. 錯誤! 尚未定義書籤。
表 4-14 最常使用網路銀行服務項目分析表 ..... 錯誤! 尚未定義書籤。
 
viii 
表 4-15 信任之敘述性統計表 ................................... 54
表 4-16 主觀規範之敘述性統計表 ............................... 54
表 4-17 網路有用性敘述性統計表 ............................... 55
表 4-18 網路易用性敘述性統計表 ............................... 55
表 4-19 個人創新之敘述性統計表 ............................... 55
表 4-20 自我效能之敘述性統計表 ............................... 56
表 4-21 使用態度之敘述性統計表 ............................... 56
表 4-22 使用意向之敘述性統計表 ............................... 56
表 4-23 知覺利益之敘述性統計表 ............................... 57
表 4-24 構面間相關係數矩陣 ................................... 57
表 4-25 KMO 值與 Bartlett 檢定 ............................... 58
表 4-26 信任因素分析及信度檢定表 .............................. 58
表 4-27 主觀規範因素分析及信度檢定表 .......................... 59
表 4-28 知覺有用因素分析及信度檢定表 .......................... 59
表 4-29 知覺易用因素分析及信度檢定表 .......................... 60
表 4-30 個人創新因素分析及信度檢定表 .......................... 60
表 4-31 自我效能因素分析及信度檢定表 .......................... 61
表 4-32 使用態度因素分析及信度檢定表 .......................... 61
表 4-33 使用意向因素分析及信度檢定表 .......................... 61
表 4-34 知覺利益因素分析及信度檢定表 .......................... 62
表 4-35 信任量表驗證性因素分析 ................................ 63
表 4-36 主觀規範量表驗證性因素分析 ............................ 63
表 4-37 知覺有用性量表驗證性因素分析 .......................... 64
表 4-38 知覺易用性量表驗證性因素分析 .......................... 64
表 4-39 個人創新量表驗證性因素分析 ............................ 65
表 4-40 自我效能量表驗證性因素分析 ............................ 66
表 4-41 使用態度量表驗證性因素分析 ............................ 66
 
ix 
表 4-42 使用意向量表驗證性因素分析 ............................ 67
表 4-43 知覺利益量表驗證性因素分析 ............................ 67
表 4-44 平均數檢定整體模式適配度檢定結果 ..................... 68
表 4-45 整體模式適配度檢定結果 ............................... 69
表 4-46 研究假設與路徑分析 .................................... 71
 


77 
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