- 學位論文
消費者使用網路銀行購買基金之接受度探討
A Study of Consumer Aceeptance of Utilizing Internet Banking for Mutual Fund Purchase
摘要
現代人的生活已經跟網路息息相關，而從事銀行業務的拓展，更可藉由網路銀行來推展自家銀行所銷售的商品，畢竟它是低成本，且服務客戶層面最廣的方式。近年來由於銀行對於理財商品的推動更是不餘遺力，因為它對於銀行來說，是無風險，卻可增加收益的一項重要業務，而購買基金更是理財的重要一環，最後將「網路銀行」和「銷售基金」兩者結合，來探討消費者最重視是那一些要素呢？ 為了想要了解到底那些因素，因此本研究利用科技接受模式（technology acceptation model,TAM）為基礎，建立起研究模式，再延伸導入「信任」的構面，發展出問卷的方式。經由結構方程模型之建構與實證，得知要發展出良好網路銀行來銷售基金最好的方式，是得到消費者的「信任」，畢竟銀行主要功能是保管大眾存戶的財產安全，使用網路銀行來銷售基金亦是如此。 由以上的結論得知，不論銀行之間競爭多麼劇烈，作一個善良管理人，是銀行內最重要的工作，畢竟銀行是管理大眾的財產，發展網路銀行來銷售基金，雖然它具有便利性，但得到客戶的信任，是銀行在推展業務時最應優先考慮的要件。
並列摘要
Nowadays, people are connected to internet, and the banks sell their products just on the internet due to the characteristics of low-cost and comprehensive coverage. In recent years, more and more banks take advantages of internet, because it’s risk-free and can add the revenue of company. The purchase of mutual fund is an important part for people who want to manage the finances.We compare the “internet banking” and “selling of mutual fund” to discuss which one would be emphasized by consumers. In order to figure out the factors, this study is started by technology acceptation model,TAM , to build the model for research. Then we include the “trust” aspect and develop the questionnaire. By the building and evidence of structural equation model, we know the best way to sell funds using the internet banking is gain the trust of consumers since the goal of bank is to protect the property of people. Internet banking also does. So, no matter how severe the competition between banks is, to be a good property protector is the most important job for banks. Although the internet banking have convenience, the trust of consumers should be considered first when exploring business.