- 學位論文
線上財務服務持續採用意向之研究-網站信任之中介效果
A Study on Continuous Adoption Intension of Online Financial Service -The Mediating Effect of Trust about Web sites
摘要
隨著電子商務的盛行，所有企業紛紛加入線上交易的經營型態時，有一個重要的議題，隨著網際網路顧客增加而越加明顯，此一議題就是在當交易發生時，顧客對於「網站信任」所扮演的角色，特別在虛擬的網路交易中，顧客無法直接面對交易者，因此「信任」的重要性便更加彰顯。 過去許多學者以單一信任為研究的出發點，本研究擬以不同類型的「信任」對線上財務服務顧客持續採用意向之影響加以採討。基於研究背景、動機及相關文獻與實證之歸納，本研究歸納出線上財務服務領域六個主要影響信任之因素，分別是「網站與公司知名度」、「網站服務內容與設計」、「交易安全」、「個人先前網路經驗」、「個人化服務」及「網站導覽功能」。並且將信任區分為「情感信任」與「認知信任」，藉以分析上述六大因素如何影響信任，而情感信任與認知信任與顧客持續使用意向之關聯性。 本研究利用結構化方程模型(structural equation model，簡稱SEM)及迴歸方法來檢定本研究之各假說，採用PLS graph3.0及SPSS10軟體加以分析，而得本研究之重要結論如下： 1.網站的交易安全是影響使用者對網站「認知信任」與「情感信任」最主要之因素。 2.「個人先前網路經驗」與「網站與公司知名度」則是透過影響「認知信任」，進而間接影響「情感信任」。 3.「網站導覽功能」與「網站服務內容與設計」同時影響情感信任與認知信任。 4.網站「個人化服務」在影響信任部份較不顯著。 5.不論是「認知信任」或是「情感信任」對於顧客持續使用意向均有顯著影響，特別是認知信任。 由本研究可知，線上財務服務使用者是屬於較為理性之顧客，因此建議線上財務服務網站要強化顧客對網站的「認知信任」，藉由認知信任的累積也強化其「情感信任」，如此才能讓顧客持續採用，維持顧客忠誠度。
並列摘要
Abstract With the prevalence of electronic commerce, many cooperates join the business model of online transaction. Besides, the issue of website trust is getting serious while the number of website customer is increasing. In virtual web transaction, trust plays a vital role since customer can not deal with the seller face to face. Instead of signal trust, this research study on continuous adoption intension of online financial service with different types of trust. Based on the background, intension, related reference and data, this research concludes that web and company awareness, web service content and design, transaction security, personal pre-experiment, web personalized service, and web navigation are the six main trust factors of online financial service. By dividing trust into affective trust and cognitive trust, we analyze how the six factors mentioned above affect trust and the impact of affective trust and cognition trust on continuous adoption intension. We apply structural equation model (SEM) and regression approach to test the hypothesis of this research. Analyzing by PLS graph3.0 and SPSS10, it comes with the following results: 1.The “transaction security” of the website is the major factor affecting users’ cognitive trust and affective trust of the website. 2.“Personal pre-experiment” and “company and website awareness” effect affective trust indirectly by effecting cognitive trust. 3.Both “web navigation” and “web service content and design” effect affective trust and cogative trust. 4.“Web personalized service” has no strong effect on trust. 5.Both cognitive trust and affective trust have great influence on continuous adoption intension, especially cognitive trust. According to the research, the users of online financial service are rational. Therefore, it is suggested that financial service website should enforce users’ cognitive trust of it. Only by accumulating of cognitive trust and enforcing of affective trust, customer adoption intension and loyalty can be continued and maintained.