網路銀行接受度之探討

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陳靜怡(Ching-Yi Chen) 查詢紙本館藏

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網路銀行接受度之探討

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摘要(中)

最近幾年，電子商務的蓬勃發展已經蔓延到各種產業。自美國第一家網路銀行『安全第一網路銀行』於1995年11月正式營運後，全球已掀起另一波金融革命，預期利用網際網路進行交易必然成為未來金融服務業的主流。然而在國內各大銀行紛紛投入網路銀行，投資相當多的資金建置交易系統的同時，開發符合網路世代特色的網路銀行服務後，網路銀行使用人數並沒有顯著提升且接受度亦普遍不高。由於網路銀行的發展關鍵在於使用者的接受度，因此充分瞭解使用者對網路銀行的認知及關鍵影響採用因素，將有助於提升網路銀行的普及率。
本研究以『消費者』觀點來探討網路銀行接受度之影響因素，參考國內外文獻，形成本研究架構及假設。假設消費者對網路銀行之『信任』、『網路創新』、『認知有用性』及『認知易用性』四個變數，將影響其消費者之『使用意願』，進而導致不同的『實際使用行為』。本研究透過『信任』、『網路創新』、『認知有用性』及『認知易用性』四個變數和『使用意願』與『實際使用行為』間的關聯性研究，來了解消費者接受網路銀行之關鍵因素。希望能藉此提供銀行業者未來業務行銷之參考。
本研究針對網路銀行實際及潛在使用者為研究對象進行問卷調查，採用便利抽樣，共回收357份，其中無效問卷45份，有效問卷312份。由路徑分析的實證結果顯示，在潛在使用者上，部分路徑係數及路徑模式皆具顯著性，而針對實際使用者方面，所有路徑係數及路徑模式都顯達顯著水準。因此本研究架構獲得實證上的支持，而得到下列五項實證結果：一、網路銀行信任程度對使用意願具有正向的關係。二、本身網路創新程度對使用意願具有正向的關係。三、對網路銀行認知有用性的程度對使用意願具有正向的關係。四、對網路銀行認知易用性的程度對使用意願具有正向的關係。五、網路銀行使用意願與實際採用行為具有正向的關係。

關鍵字(中)

★ 信任
★ 網路創新
★ 科技接受模型
★ 網路銀行
★ 降低風險策略

關鍵字(英)

論文目次

第壹章緒論 1
第一節研究背景 1
第二節研究動機 2
第三節研究目的 3
第四節研究流程 3
第貳章文獻探討 5
第一節網路銀行 5
第二節信任 12
第三節網路創新特質 16
第四節科技接受模型 18
第五節風險降低策略 20
第六節小結 26
第參章研究方法 27
第一節研究架構 27
第二節研究假設 27
第三節變數定義與衡量 30
第四節研究設計 33
第肆章資料分析與結果 37
第一節樣本結構分析 37
第二節信度與效度 42
第三節相關分析 46
第四節變異數分析 47
第五節路徑分析 48
第六節結構方程式模型分析 52
第七節其他分析 57
第伍章結論與建議 59
第一節研究結論 59
第二節實務意涵 60
第三節研究限制與未來建議 62
參考文獻 65

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指導教授

蔡明宏、李小梅
(Ming-Hung Chua、Shau-Mei Li)

審核日期

2004-6-29

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