消費者創新程度和風險知覺對於使用網路銀行的影響-以台灣為例

隨著網路時代的來臨，金融業無可避免的也受到影響，隨之而來的就是科技金融(Fintech)，而其中科技金融最基本的態樣之一就是網路銀行，然而根據官方與非官方統計，截至2020年為止，我國使用網路銀行之比例約為44至46%，雖高於全球平均值，卻也低於許多鄰近亞洲國家，如泰國、南韓與馬來西亞等，則為達普惠金融之目的，本研究將探討如何提升網路銀行使用。本研究深受西班牙學者Joaquín Aldás-Manzano、Carlos Lassala‐Navarré、Ruiz‐Mafé 及 Silvia Sanz-Blas所共同發表之The role of consumer innovativeness and perceived risk in online banking usage之研究啟發，從而欲以風險知覺與創新程度之角度出發，對我國民眾發放問卷以收集數據，並採用結構方程模型(SEM)分析，探討我國消費者是否會使用網路銀行，而其使用程度又為何。本研究假設由安全風險、隱私風險、社會風險、損失時間風險與功能風險等面向組成的風險知覺與消費者是否使用網路銀行間為負相關；又風險知覺與創新程度之間亦為負相關；而創新程度與消費者是否使用網路銀行之間為正相關，並檢驗該假設使否成立並且顯著。本研究對於回收之問卷經過SEM分析後，得出之結論為風險知覺與消費者是否使用網路銀行間為負相關，且該假設具有顯著性；又風險知覺與創新程度之間為負相關，且該假設亦具有顯著性；而創新程度與消費者是否使用網路銀行之間為正相關，且該假設亦具有顯著性。又本研究有列舉出五種可能的使用網路銀行服務之態樣，令受測者填答其使用頻率，則於結論部分，本研究將連同上述研究假設之結果一併提出結論與實務建議。

關鍵字

網路銀行使用率；網路銀行具體服務；消費者決策行為；風險知覺；創新程度

並列摘要

With the wave of Internet, the financial industry will inevitably be affected, followed by Fintech, and one of the most basic aspects of technology finance is online banking. However, according to the official and unofficial statistics, until 2020, the proportion of online banking in Taiwan is about 44% to 46%. Although it is higher than the global average, it is also lower than many Asian countries, such as Thailand, South Korea, and Malaysia. In order to solve this problem, this research will explore how to improve the use of online banking. This research is inspired by the research of The role of consumer innovativeness and perceived risk in online banking usage jointly published by Spanish scholars Joaquín Aldás-Manzano, Carlos Lassala‐Navarré, Ruiz‐Mafé and Silvia Sanz-Blas. Therefore, we want to start from the perspective of risk perception and innovativeness, issue questionnaires to Taiwanese people to collect data, and use the Structural Equation Modeling (SEM) to explore whether Taiwanese consumers will use online banking or not, and how to use it. This research assumes that the risk perception composed of security risk, privacy risk, social risk, time lost risk, and performance risk is negatively correlated with consumers online banking usage; and there is also a negative correlation between risk perception and innovativeness ; And there is a positive correlation between innovativeness and consumers online banking usage, and test whether those hypothesis are valid and significant or not. After analyzing the collected questionnaires through SEM, this study concluded that risk perception is negatively correlated with consumers online banking usage, and it is significant; risk perception is negatively correlated with innovativeness, this is also significant; there is a positive correlation between innovativeness and consumers online banking usage, and it is also significant. In addition, this research has listed five possible usage patterns of online banking services, and how is the usage frequency. In the conclusion chapter, this research will put forward conclusions and practical recommendations together with the results of the above research hypotheses. .