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研究生: 白滋倫
Padsuren, Oyungerel
論文名稱: The Effect of Prior Experience on Online Banking Acceptance In Mongolia
The Effect of Prior Experience on Online Banking Acceptance In Mongolia
指導教授: 林清河
Lin, Chinho
學位類別: 碩士
Master
系所名稱: 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年: 2007
畢業學年度: 95
語文別: 英文
論文頁數: 106
外文關鍵詞: Online Banking, Perceived Usefulness, Technology Acceptance Model, Perceived Ease of Use, Prior Internet Experience, Prior Computer Experince, Perceived Credibility
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  • Today, banking is an information-intensive business in which information technology (IT) is increasingly important. The nature of financial intermediaries made banks improve their production technology by focusing on distribution of products. Online banking (Internet banking) is a term used for performing transactions, payments etc. over the internet through a bank’s secure website. This can be very useful, espcially for banking outside bank hours (which tend to be very short) and banking from anywhere where internet access is available. Therefore, with the help of the Internet, banking is no longer bound to time or geography. Customers all over the world have relatively easy access to their accounts 24 hours per day, seven days a week.
    Nevertheless, customers interact with their banks in several ways. Most of the transactions traditionally occurred at the branch counter. This points out the need for research to identify the factors that determine acceptance of online banking by the customers. It also examines effect of based on the technology acceptance model the current research re-specifies and validates an integrated model for predicting actual use via behavioral intention service by adding one construct “perceived credibility” that reflects the user’s security and privacy concerns to the TAM’s original structure and re-examining the relationships between the proposed constructs.
    Based on a sample of 264 customers from four banks which offered online banking service in Mongolia, this empirical study found that the core TAM relationships hold just as well in a Mongolian setting as they do in Western and some Asian countries. The majority of hypothesized relationships are strongly supported the appropriateness of using extended TAM to understand the intention of people to adopt online banking by the data. Therefore, our results provide evidence of the significant effects of the individual different variables (computer experience) on customer attitude through perceived ease of use and perceived usefulness. Also, the results of the study also propose that demographic factors impact heavily online banking behavior.
    Specifically, education and household income were significant variables. The result suggests that a typical online banking user is relatively young, well educated with high level of income, a family members with a good job.

    ACKNOWLEDGEMENTS I ABSTRACT II LIST OF TABLES VII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Information Technology in Mongolian Banking Sector 4 1.3 The Purpose and Scope of the Study 10 1.4 Research Process 12 1.5 Structure of the Research 13 CHAPTER TWO LITERATURE REVIEW 15 2.1 Theoretical Background: The Technology Acceptance Model 15 2.2 Personal Prior Expereince 19 2.3 Perceived Credibility 21 2.4 Demographics and customer acceptance of online banking 23 2.5 Interrelationship among Research Constructs 25 2.5.1. Interrelationship between prior experience and other related variables 25 2.5.2. Interrelationship between perceived ease of use and other related variables 27 2.5.3. Interrelationship between perceived usefulness and consumer attitude, and intention to use 29 2.5.4. Interrelationship between perceived credibility and behavioral intention 30 2.5.5. Interrelationship between consumer attitude, intention to use and actual use 30 2.5.6. Interrelationship between demographic and online banking usage 31 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 35 3.1 The Conceptual Model 35 3.2 Construct Measurement 36 3.2.1. Prior Experience 36 3.2.2. Percieved Usefulness 37 3.2.3. Perceived Ease of Use 37 3.2.4. Perceived Credibility 38 3.2.5. Attitude towards Use 38 3.2.6. Behavioral Intention to Use 39 3.2.7. Actual Usage 39 3.2.8. Consumer Demographics 40 3.3 Hypotheses to Be Tested 40 3.4 Questionnaire Design 41 3.5 Sample Plan and Data Collection 42 3.6 Data Analysis Procedure 43 3.6.1. Descriptive Statistic Analysis 43 3.6.2. Factor Analysis and Reliability Tests 43 3.6.3. Interrelationships between Research Variables 45 3.6.4. Differences of Research Variables 46 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 47 4.1 Descriptive Analysis 47 4.2 Data Collection 47 4.3 Characteristics of Respondents 48 4.4 Measurement Results for Relevant Research Variables 49 4.5 Measurement Reliability Tests 51 4.5.1. Prior Experience 53 4.5.2. Perceived Usefulness 55 4.5.3. Perceived Ease of Use 56 4.5.4. Perceived Credibility 57 4.5.5. Consumer Attitude, Behavioral Intention and Actual Use 59 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 61 5.1 Relationships among Constructs 61 5.1.1. Relationships between Prior Experience, Perceived Usefulness and Perceived Ease of Use 61 5.1.2. Relationships between Prior Experience and Perceived Ease of Use 63 5.1.3. Relationships between Perceived Ease of Use and Perceived Credibility 64 5.1.4. Relationships between Perceived Usefulness, Perceived Ease of Use and Customer Attitude 65 5.1.5. Relationships between Behavioral Intention, Perceived Usefulness, Perceived Credibility and Consumer Attitude 66 5.1.6. Relationships between Behavioral Intention and Actual Use 67 5.2 Independent Sample t- tests 68 5.3 One-way ANOVA 69 5.3.1. Age Respondent 70 5.3.2. Education Respondent 71 5.3.3. Income Respondent 72 5.4 Structural Equation Model (SEM) 74 CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 80 6.1 Research Conclusions 80 6.2 Research Discussions and Implications 87 6.3 Research Limitation 91 REFERENCES 92 APPENDIXES 100 Appendix: Servey Questionnaire for Mongolia 100

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