網路銀行服務知覺對使用意願之影響-以H銀行中小企業顧客為例

A Study of Small and Medium Enterprise Clients for Perceived of Service and use Intention For Internet Banking - H Bank as the Example

徐芬莉(Fen-Li Shyu)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00234

摘要

網路銀行發展到今天，國內外各家銀行均希望提高客戶在家或公司使用網路銀行交易的頻率，以增進企業經營效率、降低人事及營運成本。網路安全及系統安全仍為網路銀行(Internet Banking)使用者最為擔憂之事項。
本研究之主要目的，旨在透過中小企業客戶對網路銀行的服務知覺，來探討對網路銀行服務的使用意願，進而了解中小企業客戶對於使用網路銀行的知覺風險與涉入程度如何影響其使用意願，以及了解科技接受模式的二大信念「知覺有用性」與「知覺易用性」與中小企業客戶使用意願的關連性。
本研究的研究結果如下：
(1)既有使用者對知覺有用性及知覺易用性之認知程度，高於潛在使用者，對知覺風險性之認知程度，低於潛在使用者。
(2)中小企業主其對網路銀行服務涉入程度越高，對網路銀行知覺有用性並沒有顯著增加，對知覺易用性則有顯著增加，對知覺風險性有顯著降低。
(3)中小企業主對企業網路銀行的知覺有用性、知覺易用性對使用意願均有正向的影響。但對網路銀行系統服務涉入程度，對使用意願無顯著正向的影響。
基於以上結果，本研究建議H銀行未來在改進企業網路銀行系統上，應符合企業顧客之需求，創造與企業顧客雙贏之關係。

關鍵字

知覺風險 ； 使用意願 ； 涉入理論 ； 科技接受模式 ； 網路銀行

並列摘要

Internet banking has developed rapidly and became prevalent nowadays hence all banks throughout the world are seeking possibilities to increase the customer’s frequency of transactions through internet banking services, so as to promote business operating efficiency and cut personnel and operating costs. Network security and System security are the top issues which worry the internet banking users a lot.
This study aimed to explore customers’ willingness of using internet banking through finding the awareness of internet banking services among small businesses as customers; and further to understand exactly how the awareness of internet banking services and extent of involvement of each of the small business as a customer of internet banking service influence its willingness to use; and also to understand the correlations between the two key concepts of Technology Acceptance Model (TAM) - Perceived Usefulness and Perceived Ease of Use, and the willingness to use among small businesses as customers.
This study came to the conclusions as the follows:
(1) The existing users demonstrated an awareness of “Perceived Usefulness and Perceived Ease to Use” significantly higher than that among the potential users, while an awareness of “Perceived Risk” lower than that among the latter.
(2) The small business owners with a higher extent of involvement in internet banking services showed no significant increase in the extent of Perceived Usefulness of internet banking, but an apparent increase in Perceived Ease to Use, while an apparent decrease in the Perceived Risk.
(3) The small business owners as customers demonstrated a positive influence of Perceived Usefulness and Perceived Ease to Use to willingness to use; however at the same time demonstrated no significant positive influence of Extent of Involvement in internet banking service to willingness to use.
On the basis of the outcomes shown above, this study presented a suggestion show below: During the upcoming improvements to the business internet banking system H Bank should put efforts on answering and satisfying the needs of business customers so as to create a win-win situation and closer ties between H Bank and every business customer.

並列關鍵字

Perceived Risk ； Using Intentions ； Involvement Theory ； Internet banking ； Technology Acceptance Model

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