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研究生: 杜筱婷
Tu, Hsiao-Ting
論文名稱: 以整合型科技接受模式探討消費者對數位銀行使用意願之研究
A Study on Adoption of Digital Banking -Based on UTAUT Model
指導教授: 莊双喜
Chuang, Shuang-Shii
黃瀞瑩
Huang, Ching-Ying
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理學系碩士在職專班
Department of Business Administration (on the job class)
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 67
中文關鍵詞: 數位銀行整合型科技接受模式知覺風險金融科技
外文關鍵詞: Digital Bank, UTAUT, Perceived Risk, Fintech
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  • 自金融科技(Fintech)的崛起,加上政府機構積極朝Bank4.0發展,希望能夠帶動台灣的金融市場創新發展,達到無所不在的銀行。然而COVID-19疫情的影響也加速數位銀行的普及。尤其在現今時代人人離不開手機,不論是工作、娛樂、生活大小事都透過手機當作媒介完成,而數位銀行將會慢慢取代傳統銀行的業務,民眾不再需要配合銀行營業時間,透過數位銀行的操作即可完成交易,符合現代人們所需的便利性。
    然而銀行業者如何吸引民眾加入數位銀行的行列,何者因素會影響其使用數位銀行,正是本研究探討消費者數位銀行使用意願之主要動機。本研究採用整合型科技接受模式(UTAUT)理論為研究基礎,使用問卷進行調查作為研究方法進行抽樣,探討有哪些構面會影響消費者使用數位銀行之意願。
    本研究結果顯示績效預期此構面為影響消費者行為意圖的重要因素,意即當數位銀行能滿足或提升消費者日常生活之便利性而有所助益,將會讓消費者有使用數位銀行之意願。此外付出預期與社會影響亦會正向影響消費者之使用意願,意即其設計若能提供使用者容易使用為出發點,未來使用者會更有意願使用數位銀行。而知覺風險對於消費者行為意圖呈負向關係,其中性別對於知覺風險亦有調節之作用,銀行業者應思考如何降低消費者的知覺風險,以提高其使用者意圖。

    This study is based on the theory of UTAUT(Unified Theory of Acceptance and Use of Technology Model), using questionnaire surveys as a research method to sample which structures affect consumers' willingness to use digital banks.The results of this study show that performance expectancy is an important factor that affects consumers’ behavioral intentions. When digital banks can satisfy or improve the convenience of consumers’ daily lives, they will increase consumers’ intentions to use digital banks.Moreover, the effort expectancy and social influnce will also positively affect consumers' willingness to use, which means that if its design can provide users with easy use as a starting point, users will be more willing to use digital banks in the future.
    Perceived risk has a negative relationship with consumer behavioral intention, and gender also has a moderating effect on perceived risk. Bank staff should consider how to reduce consumer perceived risk in order to improve user intention.

    目錄 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第三節 研究內容與流程 3 第二章 文獻探討 5 第一節 台灣數位銀行發展現況 5 第二節 科技接受模式理論演進 12 第三節 整合型科技接受模型 19 第四節 知覺風險 23 第三章 研究方法 25 第一節 研究架構 25 第二節 研究假設 26 第三節 研究設計 29 第四節 資料蒐集及分析方法 36 第四章 研究結果與分析 38 第一節 敘述性統計分析 38 第二節 因素分析與信度檢定 42 第三節 相關性分析 44 第四節 迴歸分析 45 第五節 變異數分析 48 第六節 假說驗證結果彙整 53 第五章 結論與建議 54 第一節 研究結論 54 第二節 管理意涵 57 第三節 研究限制 59 第四節 未來研究建議 60 參考文獻 61 附錄 64

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