探討行動銀行提供線上視訊服務對使用意願的影響

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張淑萍(Shu-Ping Chang) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

探討行動銀行提供線上視訊服務對使用意願的影響

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至系統瀏覽論文 (2024-12-31以後開放)

摘要(中)

線上視訊及直播已應用在不同的領域，而2020年新型冠狀病毒肺炎(COVID-19)疫情的影響，為避免人與人之間的接觸，許多經濟上的活動已以線上視訊或是行動支付作為主要媒介，另智慧型手機的普及加上網路5G環境的興起，更是提高線上視訊或直播的穩定性；在金融服務中，因金融服務涉及大量機密與敏感資訊，消費者係基於「信任」選擇與該銀行往來，故行動銀行提供線上視訊服務即是提供無法或避免至實體分行進行銀行業務的交易或諮詢服務缺口的解決方案之一。
本研究以DeLone和McLean資訊系統成功模型(2003)為研究基礎，加入「信任」以探討行動銀行加入線上視訊服務是否可使消費者信任行動銀行，提出九個假設並進行實證研究，使用的調查工具包括設計和管理229份問卷，並以結構方程模式(SEM)進行資料分析，研究結果表示：(1)系統品質及信任對於使用意願具有顯著影響、(2)服務品質、使用及信任對於使用者滿意度具有顯著影響、(3)系統品質需透過信任或是使用即可對使用者滿意度具有顯著影響；以總效果分析，信任在消費者使用行動銀行提供的線上視訊服務及影響消費者對於行動銀行提供的線上視訊服務的滿意度為主要關鍵，由此可知，業者若要推廣線上視訊服務，首先要獲得消費者之信任。

摘要(英)

Online video and live stream have been applied in different fields. In order to avoid the impact of the Coronavirus disease 2019 (COVID-19) in 2020, many economic activities have been replaced by online video or electronic payment in order to avoid contact between people. The popularity of smartphones and the rise of the 5G network environment have also improved the stability of online video or live stream. In financial services, consumers are based on ‘trust’ to choose their correspondent bank because financial services involve a large amount of confidential and sensitive information. So, the online video service provided by the mobile bank is one of the solutions to the inability or avoidance of the transaction or consulting service gap in the physical branch of the bank.
This research is based on the DeLone and McLean Information System Success Model (2003), adding ‘trust’ to discusses whether or not mobile banking provided online video services to make consumers trust mobile banks, put forward 9 hypotheses and conduct empirical research. The research tools include design and management of 229 questionnaires and the structural equation model (SEM) for data analysis. The research results show that: (1) System quality and trust have a significant impact on intention to use; (2) Service quality, usage and trust have a significant impact on user satisfaction; (3) System quality has a significant impact through trust or use. Based on the overall effect analysis, trust is the key whether consumers using mobile banking or not, and it also influencing consumers′ satisfaction with the online video services provided by mobile banking. It can be seen that, if service providers want to promote online video services, it must gain the trust of consumers first.

關鍵字(中)

★ 數位金融
★ 資訊系統成功模式
★ 視訊服務
★ 信任
★ 服務創新
★ 結構方程模式

關鍵字(英)

★ Digital finance
★ information system success model
★ Video banking
★ Trust
★ Service innovation
★ SEM

論文目次

中文摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章緒論 1
1-1研究背景與動機 1
1-2 研究目的 5
1-3 研究流程 7
第二章文獻探討 9
2-1 數位金融的發展 9
2-2 資訊系統成功模式 15
2-3 信任 26
2-4 視訊服務 28
第三章研究方法 30
3-1 研究架構 30
3-2 研究假說 31
3-3 變數定義及衡量 33
3-4 研究對象與研究設計 40
第四章研究結果 41
4-1 敘述性統計分析 41
4-2 信度與效度之分析 51
4-3 假說關係之驗證 60
第五章結論與建議 70
5-1 研究結論 70
5-2 研究建議 71
5-3 研究貢獻 73
5-4 研究限制 73
5-5 未來研究方向 74
參考文獻 76
附錄 86

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指導教授

張東生曹壽民(Dong-Shang Chang Shou-Min Tsao)

審核日期

2021-6-23

推文