| 摘要: | 隨著網路的普及化以及網路基礎建設的完善發展，銀行業者皆提供線上以及實體的服務。台灣自2000年金融改革開放以後，網路銀行普及率逐漸的增加，但消費者依然習慣前往實體銀行進行交易或因網路詐騙等因素減少對網路銀行的使用。根據此現象，本研究欲探討究竟何種因素會影響消費者從實體銀行轉換至網路銀行的使用意圖。本研究採用抵制力與推動力為主要影響網路銀行使用意圖的架構，抵制力是指使用者拒絕接受或拒絕使用網路銀行，當中所包含的因素為認知風險(Perceived Risk) 與習慣實體接觸(Offline Habit)，認知風險是指消費者進行購買決策時，所意識到可能遭遇之風險；習慣實體接觸是指習慣於實體銀行的服務。在推動力是指使用者會願意接受或願意使用，當中所包含的因素為創新採用(Innovativeness) 與相對利益(Relative Benefit)，創新採用是指個人接受創新產品的程度，相對利益是指提供比之前產品或服務更好的優勢或福利。最後則加入社會影響探討，社會影響是指個人受到外部壓力或他人建議認知，進而影響個人的行為意願。本研究選擇上班族為主要研究對象，原因為上班族具有固定的收入以及穩定的經濟能力，能真實反映社會的需求。本研究透過紙本問卷以及網路問卷為媒介，共回收有效問卷274份。最後得到分析的實證結果為(1) 抵制力:「認知風險與實體習慣接觸」對消費者從實體銀行轉換至網路銀行有直接且負面顯著的影響；(2) 推動力：「創新採用與相對利益」對消費者從實體銀行轉換至網路銀行有直接且正面顯著的影響；(3) 社會影響對消費者從實體銀行轉換至網路銀行有直接且正面顯著的影響；(4) 在相對利益與認知風險對網路銀行的使用意圖影響中，社會影響會增加影響的強度，具有調節(干擾)效果。With the popularization of the Internet and improvement in network infrastructure, many companies now offer an entire online service to reduce their operating cost. Meanwhile, online banking services are being widely adapted by the banking industries. Although various banks have introduced online banking to the market, most consumers still prefer using offline services. The reasons are believed to be that consumers are worried about their personal information being stolen by hackers, and the transactions being insecure. In this study, we propose to investigate the factors that affect user’s behavioral intention to shift from offline to online banking.Through the lens of the valence framework, the objective of this research is to explore the motivators and inhibitors embedded in the offline and the online channel that influence users’ intention to transfer usage from the offline to the online channel. The inhibitor indicates the refusals of online banking utilization, consisting of perceived risk and offline habit, with perceived risk referring to the uncertainty that consumers face when they cannot foresee the consequences of their online transaction, and offline habits pertaining to the continuous use of offline banking services. Besides, the motivator indicates consumers’ willingness to use the product or services, which contains innovativeness and relative benefit. Different personal innovativeness can lead to different intentions in the adoption of an innovative technology. Relative benefit is used to indicate the degree to which online services are perceived to be better than offline ones. Last, social influences are discussed as the second component of the model, which are defined in this study as the perceived pressures of consumers from social networks on the adoption of the innovation.In this study, a sample of EMBA students was used, as they represent a crowd with the stable income and financial demand. The data collection was conducted using the online and offline surveys. After eliminating surveys with incomplete and invalid answers, 274 valid questionnaires were collected. Last, according to the empirical results, (1) it was found that perceived risk and offline habit have a significantly negative effect on the intention to transfer usage. (2) Personal innovativeness and relative benefit have a significantly positive effect on the intention to transfer usage. (3) Social influences have a significantly positive effect on the intention to transfer usage. (4) The moderating effect of social influences is also examined. The results indicate that social influences has a moderating effect on the relationship between relative benefit/perceived risk and the intention to transfer usage. |
