A Study on Taiwan Consumers' Adoption of Online Financial Services

台灣消費者採用線上金融服務之研究

張致嘉(Chih-Chia Chang) ； 張伯謙(Po-Chien Chang)

《Asia Pacific Management Review》 18卷2期 (2013/06) Pp. 197-219

https://doi.org/10.6126/APMR.2013.18.2.05

摘要

儘管台灣金融機構在線上金融服務挹注了許多資金，但消費者採用相關服務的比例還是不如預期。到目前為止，線上金融服務的發展仍剛起步，相關的學術研究也不多，也因此有必要去研究線上金融服務採用者之決策與行為並找出影響或阻礙台灣網路使用族群之變因。本研究的理論架構是延伸自科技採用模型（TAM2），除了理論既有的變因外，還加入其他可能影響的變因。研究結果證 實，科技採用模型（TAM2）仍具有一定的解釋力並能有效預測採用者與非採用者之行為意圖。另外，研究結果也顯示保障個人隱私權、網路安全性與個人的創新特性是影響消費者採用意圖的重要變因，也能準確預測其採用行為。上述發現不但可以提供台灣金融機構制定行銷策略，未來也能加速整體線上金融服務的推展。

關鍵字

科技採用模型 ； TAM2 ； 採用行為 ； 線上金融服務

並列摘要

Despite Taiwan financial institutions' huge investments in online financial services systems, Taiwan consumers' adoption of online financial services has been slower than anticipated. So far, online financial services research in Taiwan is still in its infancy, hence receiving little academic attention. This suggests a need to understand Taiwan Internet users' adoption behavior of online financial services and to identify the potential factors that may motivate or impede Taiwan Internet users' acceptance of online financial services. The research framework of this study is constituted by the extended version of the Technology Acceptance Model (TAM2). Other variables, which have proven academically important in influencing consumers' intentions to use information technology, were added to the conceptual framework. The results strongly support that the extended TAM (TAM2) is a valid model to predict Taiwan consumers' intention to use online financial services and to explain the intention difference between adopters and non-adopters. The results also demonstrate that perceived privacy protection, perceived security, and consumer innovativeness not only have a significant, positive relationship with Taiwan consumers' intention to use online financial services but also can significantly predict who is more likely to be an online financial service adopter in Taiwan. The research findings may help Taiwan financial institutions and other interested parties to formulate appropriate marketing strategies and design effective online financial services systems and accelerate the diffusion of online financial services in the future.

並列關鍵字

Technology acceptance model ； TAM 2 ； adoption ； online financial services

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