摘要
隨著通訊科技進步與網路普及化，網路銀行是替代與擴展傳統臨櫃銀行服務不可避免的趨勢。然而，目前網路銀行的使用率成長有限，因此，需要進一歩研究影響顧客採用網路銀行服務的因素。本研究以創新擴散理論的相對優勢、相容性、複雜性與可試驗性取代計畫行為理論的態度，以自我效能和技術支持可得性取代知覺行為控制，另增知覺風險，形成擴展的計畫行為理論，用以探討影響採用網路銀行服務意圖與行為的前置因素。本研究收集375份有效樣本，運用結構方程模式檢驗變數之間的因果關係。研究的結果顯示，未加入知覺風險的模式分析，顯著影響顧客採用網路銀行服務意圖的前置因素，依序為相對優勢、自我效能與複雜性；同時，相對優勢、自我效能與複雜性透過採用意圖的中介影響實際採用行為。加入知覺風險的模式分析，顯著影響顧客採用網路銀行服務意圖的前置因素，依序為知覺風險與相對優勢；同時，知覺風險與採用意圖影響實際採用行為。
並列摘要
With the advances in communication technology and the popularity of Internet, internet banking is an alternative to the expansion of traditional banking services counter and inevitable. However, the growing adopting of internet banking services is limited, therefore, need to study the factors that affect customer adopting internet banking services. In this study, to use perceptions of relative advantage, compatibility, complexity and trialability of diffusion of innovation theory substituted attitudes of the theory of planned behavior, self-efficacy and technology support substituted perceived behavioral control. In addition, increasing the perceived risk forms an extended theory of planned behavior, in order to investigate the antecedents of adopting the internet banking service. The study collected 375 samples, using structural equation modeling tests causality between variables. Results of the study show that the analysis the model without perceived risk, significant influential antecedents of the intentions to adopting internet banking service, in order, are perceptions of relative advantage, self-efficacy and complexity. Meanwhile, perceptions of relative advantage, self-efficacy and complexity affect the behavior to adopting internet banking service is mediated by the intentions to adopting internet banking service. However, the analysis model with perceived risk, significant influential antecedents of adopting the internet banking service intention, in order, are perceived risk and relative advantages. Moreover, perceived risk and the intentions to adopting internet banking service affect the behavior to adopting internet banking service.
延伸閱讀
- 彭炳炘（2012）。服務導向架構應用於銀行信用狀系統整合之研究〔碩士論文，大同大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0081-3001201315113603
- 卓鈺惠（2015）。行動支付使用意圖之探討：以心理帳戶理論為觀點〔碩士論文，逢甲大學〕。華藝線上圖書館。https://doi.org/10.6341/fcu.M0205520
- 李國瑋、張詠盛、陳宜辰、林東緯（2017）。行動銀行使用意圖之關聯性探討－整合科技接受模式與任務－科技適配模式之觀點。當代商管論叢，2(1)，61-86。https://doi.org/10.6852/JCBM.201712_2(1).0004
- 邱翰則（2016）。運用擴散理論與科技接受模型探討行動商務使用意願〔碩士論文，逢甲大學〕。華藝線上圖書館。https://doi.org/10.6341/fcu.M0359953
- 陳宜辰（2014）。行動銀行使用意圖之關聯性探討－整合科技接受模式與任務-科技適配模式之觀點〔碩士論文，國立臺中科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0061-1307201423462600