從交易成本觀點探討消費者使用行動銀行意圖

Understanding Consumers’ Continuance Intention on Mobile Banking: A Perspective of Transaction Cost Theory

蕭宇伶(Yu-Ling Xiao)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2016年)

摘要

近年來隨著行動商務與手機行動裝置不斷的發展，使得銀行業開始關注於行動金融服務，銀行業的服務通路從傳統的櫃台延伸至電子商務通路，進而發展智慧型手機行動銀行服務，由於行動銀行具有便利、及時、有效率且不受時間與地點的限制，以提供消費者最完善的金融資訊服務。過去相關學者研究行動銀行運用不同理論作探究，例如：科技接受模式、創新擴散理論、科技適配理論，鮮少著墨於探討消費者使用行動銀行時所可能產生的交易成本。因此，本研究將以行動銀行為研究主題，將交易成本理論做為基礎，探討影響消費者使用行動時可能產生交易成本的前置變數，及交易成本對於持續使用意圖的影響。此外，本研究將信任構面作為干擾變數，探討信任對於交易成本及使用意圖之間關係的影響；並利用SPSS與PLS統計軟體作為資料之主要分析工具，來分析資料數據及理論模型驗證，共回收423份有效樣本進行實證分析。實證結果顯示，消費者知覺不確定性及資產專屬性會正向影響交易成本，交易成本會負面影響持續使用意圖，研究結果將提出管理意涵及建議作為銀行業者推動與管理行動銀行時之參考。

關鍵字

行動銀行 ； 資產專屬性 ； 不確定性 ； 交易頻率 ； 交易成本 ； 信任

並列摘要

With the development of the mobile commerce and the popularity of mobile phone devices, the banking industry starts to focus on mobile finance service. The banking industry expends the business from the traditional counters to the e-commerce and provides banking service for the smart phone users. Due to the convenience, timeliness, efficiency, and not restricted by the time and the location, online banking provides the most perfect and comprehensive service for the customers. Previous studies have applied several theories to explore consumers’ adoption of online banking, such as the technology acceptance model, innovation diffusion theory and the task-technology fit theory. However, few studies discuss transaction cost when the customers uses mobile banking services. By applying the transition cost theory, this study uses mobile banking as the research context to explore the antecedents of transaction cost and the influences of transaction cost on consumers’ continuance intention. Besides, this study further investigates the moderating effect of trust on the relationship between transaction cost and consumers’ continuance intention. SPSS and PLS are used to analyze the data collected from 423 questionnaires. The empirical results show that the asset specificity and perceived uncertainty will positively affect the transaction cost, which will further negatively influent consumers’ continuance intention. The research results will provide management implications and suggestions for managers of commercial banks to implement and promote mobile banking strategies.

並列關鍵字

Mobile Banking ； Asset specificity ； Uncertainty ； Transaction frequency ； Transaction cost ； Trust

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