網路銀行抗拒行為- 探討既有系統習慣之中介效果

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何書安(SHU-AN HO) 查詢紙本館藏

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論文名稱

網路銀行抗拒行為- 探討既有系統習慣之中介效果
(The Study of User Resistance to Internet Banking- Exploring the Mediating Effect of Incumbent System Habit)

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摘要(中)

近年來因網際網路興起帶動電子商務的蓬勃發展，而金融業也跟隨這股潮流積極拓展網路銀行業務，未來以虛擬通路取代傳統實體通路進行交易也將成為金融服務業的主流。然而，在國內各大銀行紛紛投入資金於網路銀行建置的同時，調查發現網路銀行使用人數並沒有顯著提升且接受度亦普遍不高。因此，本研究欲從抑制面的角度探討影響使用者抗拒採用網路銀行的原因，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取得有效問卷407份。本研究以結構方程式進行資料分析，研究結果顯示，模型的測量模式具有良好的信效度。在結構模式方面發現，在外顯因素的部分，轉換成本與沉沒成本對於既有系統習慣具有正向顯著影響，而控制利益則呈現負向顯著影響。內隱因素的部分，情感規避與知覺恐懼對於既有系統習慣亦呈現正向顯著關係，社會規範則呈現負向顯著關係。此外，既有系統習慣對於使用網路銀行的抗拒行為呈現正向顯著性的影響。驗證中介的結果顯示情感規避與知覺恐懼對於抗拒行為的直接影響大於間接影響；其餘的抗拒因素皆會透過既有系統習慣作為中介效果的影響，進而提升網路銀行使用之抗拒行為。本研究根據假設驗證的結果，提出未來相關之行銷策略建議，以改善民眾對於網路銀行的抗拒行為，進而增加採用以及使用頻率。

摘要(英)

In recent years, the growth of Internet′s popularity and prosperity enhances the attractiveness of e-commerce. The financial industry also follows this trend and activity to develop Internet banking affair. Instead of the physical channels, this virtual path will be the mainstream of the financial service in the future. However, it finds that the number of online banking user does not increase significantly while domestic banks are investing constantly in Internet bank. Therefore, the purpose of this study is investigating the reason that makes users resist using on-line bank.
A web survey was conducted on actual and potential users of Internet banking, and the total valid sample is 407 using structural equation modelling reveals that the measurement model has good reliability and validity. The research reveals that the explicit factors of switching cost and of sunk cost have positive impact on habit while the controlling benefits is negative. On the other hand, the implicit of emotional avoidance and perceived uncertainty also have positive impact on habit, and it increases the resistance. Furthermore, habit mediates the relationship between antecedents and user resistance, except the factor of emotional aversion and perceived uncertainty. Accroding to the validation of these assumptions, this study provided marketing strategy recommendations to improve the resistance to Internet banking, thereby increasing the adoption and the frequency of use.

關鍵字(中)

★ 網路銀行
★ 使用者抗拒
★ 習慣

關鍵字(英)

★ Internet banking
★ User resistance
★ Habit

論文目次

中文摘要.........i
英文摘要.........ii
致謝.........iii
目錄.........iv
表目錄.........vi
圖目錄.........vii

第一章緒論.........1

1-1 研究背景與動機.........1
1-2 研究動機.........3
1-3 研究目的.........6
1-4 研究流程.........7

第二章文獻探討.........8
2-1 網路銀行.........8
2-1-1　網路銀行的定義及特性.........8
2-1-2　網路銀行相關研究及應用.........9
2-2 使用者抗拒.........11
2-2-1　使用者抗拒定義.........11
2-2-2　使用者抗拒相關研究及應用.........13
2-2-3　小結.........19
2-3 習慣.........20
2-3-1　習慣的定義.........20
2-3-2　習慣相關研究及應用.........21

第三章研究方法.........24

3-1 研究對象與資料蒐集.........24
3-2 研究變數定義與問卷分析.........25
3-3 初步分析與假說推論.........29
3-3-1　探索性因素分析.........29
3-3-2　因素分類.........32
3-3-3　研究架構與假說推論.........35
3-4 研究方法.........40
3-4-1　樣本資料分析.........40
3-4-2　信度檢定.........40
3-4-3　效度檢定.........40
3-4-4　假設驗證.........41

第四章實證分析.........44

4-1 敘述性統計資料分析.........44
4-2 研究構面敘述性統計.........46
4-3 測量模型之信效度分析.........48
4-3-1　信度分析.........48
4-3-2　效度分析.........49
4-4 結構模型之路徑分析.........53
4-4-1　本研究模型與適配度分析.........53
4-4-2　路徑分析結果.........55
4-4-3　假設驗證結果.........61

第五章結論與建議.........63

5-1 研究討論.........63
5-2 研究意涵.........67
5-3 研究限制與後續研究建議.........69

參考文獻.........70
附錄一網路銀行.........79
附錄二問卷.........86

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2014-7-1

推文