- 期刊
影響顧客使用銀行虛擬通路意圖之研究
User Belief Migration from Offline to Online: An Empirical of Click-and-Mortar Banking
摘要
銀行業是資訊化相當高的產業，經營者不能忽視網路商務帶來的商機與衝擊；因此了解影響使用者使用網路銀行意圖的因素，是值得銀行業者探討的議題。以往對於網路銀行使用的研究，往往沒有考慮到銀行原有實體因素對網路銀行使用造成的影響，但許多學者對虛實整合商務的研究都顯示，實體因素對線上通路的使用會有很大的影響；故本研究除考慮顧客使用資訊科技的接受因素（有用性和易用性），以及使用網路銀行的線上態度和線上信任之外，並加入實體態度和實體信任，一併來探討影響消費者選擇網路銀行做為從事金融活動的因素。本研究以使用過網路銀行的使用者為對象，探討影響使用網路銀行意圖的因素。研究結果顯示，影響顧客使用網路銀行意圖最大的因素是顧客對銀行的線上態度，其次為顧客對實體銀行的信任，而實體信任也是影響顧客線上態度最重要的因素。因此，銀行須在實體銀行服務顧客時就獲取顧客的信任，進而增進顧客使用網路銀行的意願。
並列摘要
Banking is a high informatization industry can't ignore the charge of electronic commerce. Especially in this global financial meltdown, how to encourage consumer using online finical service to save operational and personnel cost is more important. Understanding users' intension to use internet banking is a valuable subject. Past study on intention of using internet banking, often ignore the effects of original entity element to internet banking. Many studies in click-and-mortar commerce show that entity element seriously influence online using. This study not only consider users' acceptance of information system (perceived ease of use and perceived usefulness), online attitude and online trust, but also incorporate offline attitude and offline trust to study the cause of consumer using internet banking. This study takes who ever use internet banking as our research objects. The result appears that the most important element influences using internet banking is online attitude to bank; second important element is offline trust to bank, offline trust is also the most important element influences online trust. Therefore, for increase internet banking using, banking should get consumers' trust in physical bank.