行動銀行採用成因比較性探究－以台灣和越南為例

手機目前已成為我們日常生活中不可或缺的一部分。隨著技術的快速變化，改進的無線技術和日益增加的手機功能，許多金融機構和行動電話服務供應商正在合作通過手機，提供各種行動銀行服務，。目前，各類行動銀行業務在全球範圍內不斷的發展。然而，在越南和台灣，相關的業務方興未艾，畢竟金融屬於個人的理財隱私，相關的使用經驗與資料不易取得，決定採用行動銀行服務原因仍然不明。因此，有必要針對這些因素進行評估。這項研究結合了調查了整合科技接受模型（UTAUT），計劃行為理論（TPB），服務品質量表（SERVQUAL）來探究行動銀行服務。本研究結合了下列變數“期望效用”，“努力程度”，“社會影響”，“便利條件”，“態度”，“主觀規範“, ”知覺行為控制“，”有形性“，”可靠性“，”響應性“，”保證性“，”同理性“，”知覺服務品質“, ”使用態度“，和 ”人口“，以探究消費者使用行動銀行的成因與因果關係。結果表明，“同理性”和“知覺行為控制”對有意使用行動銀行服務的越南消費者具備顯著的影響。而在台灣的情況下的“保證性”則是具備最大的影響。但是就越南與台灣而言，“社會影響”則不顯著。最後，本研究根據研究結果提供了管理意涵以及實務意涵給希望在台灣與越南從事行動銀行的相關業務的公司與學者進行參考。

關鍵字

mobile banking ； UTAUT ； SERVQUAL ； TPB ； Vietnam ； Taiwan ； intention of adoption

並列摘要

Mobile phone has currently become a vital part of our daily life. With the rapid changes of the technology, improvements in wireless technologies and increased mobile handsets features, many financial institutions and mobile phone service providers are teaming up to offer a variety of services through mobile phones, such as mobile banking services. That creates an evolving trend in mobile banking activities on a global scale. However, in Vietnam and Taiwan, the number of people who decide to adopt these technologies is still relatively low. Thus, there is a need to assess the acceptance of such technologies to establish factors that hinder or promote customer intention to use mobile banking (MB). This study investigates the customer intention to use mobile banking services by using elements of an extended Unified Theory of Acceptance and Use of Technology (UTAUT), Theory of Planned Behavior (TPB), Service Quality (SERVQUAL). This research combines the variables “performance expectancy”, “effort expectancy”, “social influence”, “facilitating conditions”, “attitude”, “subjective norm”, “perceived behavioral control”, “tangibles”, “reliability”, “responsiveness”, “assurance”, “empathy”, “perceived service quality”, “attitude of use”, and “demographic” in a proposed model to reflect consumer intention to use mobile banking. Results indicate that “empathy” and “perceived behavioral control” are significant with respect to the Vietnamese customer intention to use mobile banking service. While in case of Taiwan, “assurance” contributes the most in explaining the factor of intention of mobile banking adoption. Similar with previous studies, “social influence” was not significant in explaining mobile banking adoption in Vietnam and Taiwan. The results of the data analysis contributes to the body of knowledge by demonstrating that the above factors are critical in intention to use mobile banking in Vietnam and Taiwan. The implications of the results form a good basis for providing practical recommendations to leaders of commercial banks, third-party payment companies and directions for further work.

並列關鍵字

行動銀行； UTAUT ； SERVQUAL ； TPB ；越南；台灣；使用意圖

參考文獻

Yu, C. S. (2014). Consumer Switching Behavior from Online Banking to Mobile Banking. International Journal of Cyber Society and Education, 7(1), 1-28.

Bangens, Dr. L., and Soderberg, B. (2008). M-banking – Financial Services for the Unbanked? The Swedish Program for ICT in Developing Regions, SPIDER.

Monitise (2014). Emerging Trends of Mobile Banking. Monitise. Retrieved from: http://www.monitise.com.

Adapa, S., & Cooksey, R. (2013). Factors Affecting Consumer's Continued Use of Internet Banking: Empirical Evidence from Australia. Australasian Journal of Information Systems, 18(1).

Ajzen, I. (1991). The Theory of Planned Behavior. Journal of Organizational Behavior and Human Decision Processes, 50(2), 179-211.

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行動銀行採用成因比較性探究－以台灣和越南為例

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