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研究生:吳修豪
研究生(外文):WU, HSIU-HAO
論文名稱:台灣消費者使用純網銀之創新抵制行為研究
論文名稱(外文):Exploring the Innovation Resistance Behavior of Taiwan Consumers Using Internet-only Bank
指導教授:謝效昭謝效昭引用關係
指導教授(外文):Hsieh, Hsiao-Chao
口試委員:詹文男陳美芳
口試委員(外文):Tsan, Wen-NanChen, Mei-Fang
口試日期:2020-06-27
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:72
中文關鍵詞:創新抵制自我效能功能障礙心理障礙純網銀
外文關鍵詞:Innovative ResistanceSelf-efficacyPsychological BarriersFunctional BarriersInternet-only Bank
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隨著科技快速的發展,利用科技與創新結合的服務與產品也用來越多,在金融業方面,就有了純網銀的誕生,台灣在2019年7月底金管會通過了三張純網銀的執照,分別為LINE BANK、樂天國際商業銀行以及將來銀行。
然而消費者在接觸創新的產品或服務時,不一定會馬上採用,可能會對其產生抵制,因此本研究透過創新抵制理論,來探討消費者對於純網銀的抵制因素,並加入人格特質中的自我效能當作調節變數。透過網路進行問卷發放,有效問卷總共為255份。
根據研究結果顯示,使用障礙、價值障礙、經濟風險、社會風險、印象障礙及傳統障礙,對純網銀的創新抵制有顯著影響,而自我效能對價值障礙、經濟風險與創新抵制具有調節效果。最後根據研究結果,對於純網銀業者給予實務上的建議與參考,並且闡明研究限制與為來研究方向。

With the rapid development of technology, more and more services and products using the combination of technology and innovation. Therefore, Internet-only Bank appeared in financial industry. In 2019, the government had permit three Internet-only Bank licenses including Line Bank, Rakuten International Commercial Bank and Next Bank.
However, when consumers contact innovative products or services, they may not immediately adopt them and may cause to resistance. Therefore, this study examines the resistance factors from consumers to Internet-only Bank through the theory of Innovative Resistance, and adds Self-efficacy as a moderating variables. Questionnaires were distributed through the Internet. A total of 255 valid questionnaires were collected.
According to the results, Usage Barrier, Value Barrier, Economic Risk, Social Risk, Image Barrier and Tradition Barrier have a significant impact on innovation resistance of Internet-only Bank, while self-efficacy has a moderating effect on Value Barrier, Economic Risk and Innovation Resistance. Finally, based on the results, the practical advice to the Internet-only Bank industry, the research limitations and future research directions will be stated.

第一章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第二章 文獻探討 4
第一節、純網路銀行 4
第二節、創新抵制理論 9
第三節、自我效能 15
第三章 研究假設與方法 19
第一節、研究架構 19
第二節、研究假設 20
第三節、操作性定義與研究衡量題項 23
第四節、研究設計 26
第五節、信度分析 27
第六節、效度分析 28
第四章 資料分析與結果 33
第一節、敘述性統計 33
第二節、迴歸分析 38
第三節、研究結果 46
第五章 結論與建議 47
第一節、研究結論 47
第二節、管理意涵 52
第三節、研究限制與未來研究建議 55
參考文獻 57
附錄 問卷 62

中文部分
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3.金融研究發展基金管理委員會 (2018)。「開放純網路銀行設立之可行性研究」。
4.胡宸豪 (2016)。「純網路银行風險監管制度硏究」。上海社會科學院.
5.財團法人台灣網路資訊中心 (2018)。「整體網路使用現況」。
6.高敬原 (2019)。「推翻3搶2!純網銀釋照,將來銀行、LINE、樂天三家都上榜」。數位時代。
7.陳一稀 (2014)。「美國純網路銀行的興衰對中國的借鑑互聯網金融」。(299), 58-62。
8.黃英記 (2012)。「以創新抵制的觀點探討金融交易下單通路移轉。
9.黃華兵、馬磊 (2006)。「為什麼純網路銀行還未成為銀行主導模式-新制度經濟學的視角」。商場現代化,(468)。
10.廖顯能 (2002)。「雲林縣、國中學生網路遊戲自我效能與學習自我效能之研究」。國立中正大學教育學研究所未出版碩士論文。
11.劉曉薇 (2019)。「純網路銀行對銀行業的影響研析」。

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