| 研究生: |
吳朝烱 Wu, Chao-Chiung |
|---|---|
| 論文名稱: |
以科技接受模型信任和節省成本探討使用網路銀行意圖 An extension of Trust and Cost saving with TAM for Exploring Consumer Behavioral Intentions to use the Internet Banking |
| 指導教授: |
蔡明田
Tsai, Ming-Tien |
| 學位類別: |
碩士 Master |
| 系所名稱: |
工學院 - 工程管理碩士在職專班 Engineering Management Graduate Program(on-the-job class) |
| 論文出版年: | 2011 |
| 畢業學年度: | 99 |
| 語文別: | 中文 |
| 論文頁數: | 112 |
| 中文關鍵詞: | 網路銀行 、科技接受模型 、信任 、節省成本 |
| 外文關鍵詞: | Internet Banking, Technology Acceptance Model, Trust, Cost saving |
| 相關次數: | 點閱:83 下載:1 |
| 分享至: |
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隨著科技進步,網際網路的迅速發展與相關資訊的成熟,結合資訊科技,創造方便性的金融服務,或改善現有服務,形成銀行業永續經營之新趨勢。目前金融服務由櫃檯延伸到網路,各銀行之服務通路也由實體分行擴增到電子通路,引導客戶使用功能齊全、全年無休的網路銀行服務平台,成為市場競爭力的指標。
本研究嘗試以科技接受模型並增加信任及節省成本二個變數,研究在台灣影響網路銀行使用者之使用行為意圖的因素。本研究發出總共600份問卷調查給網路銀行使用者,經過4週共計蒐集有效問卷468份。在資料分析方法方面,首先針對因素分析萃取各構面的主要因素,接著檢定各構面因素之信度,最後則以結構方程式統計軟體,來驗證本研究各構面間的影響關係,與驗證是否對所提出之研究架構有契合。
本研究結果經實證研究後發現,知覺有用性、信任與節省成本皆是會正向顯著影響到網路銀行之使用行為意圖的重要因素,尤其是節省成本的誘因,更能夠使得客戶有較高的使用網路銀行意圖。知覺易用性對知覺有用性有正向的顯著影響,知覺易用性對信任也有正向的顯著影響,然而信任對知覺有用性無顯著影響。
本研究實證結果可以提供金融業者,有助於金融業者發展更符合消費者需求的網路銀行,並提升網路銀行的使用率,作為金融業者建置創新的網路銀行,取得競爭優勢之參考。
With the progress of technology, the rapid development of the internet and the maturity of related information, combined with information technology, it has created convenient banking service, or improved the current services, leading to a new trend in the continuing operation of the banking industry. At present the banking services extend from counters to internet, and the service passages of each bank also expand from a solid branch office to electronic passages, guiding customers to use full-function, whole-year restless Internet Banking service platforms and become a signpost of market competitiveness.
This study has tried to use Technology Acceptance Model(TAM) and two variables such as Trust and Cost saving to study the Behavioral Intention to use(BI) factors that affect the users of the Internet Banking in Taiwan. This study sent out 600 questionnaires to the Internet Banking users and collected 468 effective questionnaires in four weeks. The data was analyzed by factor analysis to find out key factors, and then this research used structural equation model(SEM) to measure the relationship amongst the variables and verify whether the proposed research framework is fit.
This study has found that Perceived Usefulness(PU),Trust, and Cost saving are the important Behavioral Intention to use(BI) factors that can positively and obviously affect the users of the Internet Banking, especially the inducement of cost saving that can elevate the intention of using the Internet Banking. Perceived Ease of Use(PEOU) has obviously positive effect on Perceived Usefulness(PU). Perceived Ease of Use(PEOU) has also positive and obvious effect on Trust and Trust has not obvious effect on Perceived Usefulness(PU).
The confirmed results of this study can help bankers to develop better Internet Banking to meet the demands of consumers, to raise the usage rate of Internet Banking, to set up creative Internet Banking for bankers and to serve as a reference for obtaining competitive advantages.
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