影響消費者對網路銀行使用意願因素之研究

Factors Affecting Consumers’ Intention to Use Internet Banking

賴玉萍(Yu-Ping Lai)

指導教授 ： 廖光彬

崑山科技大學/商業管理學院/企業管理研究所/碩士(2005年)

摘要

國內金融業競爭激烈，銀行業者為求更多利潤，紛紛成立網路銀行，以提升服務速度、延長服務時間及擴大服務，為消費者帶來更多便利服務。而消費者使用網路銀行進行交易，屬於一種通路的選擇行為，因此瞭解影響消費者對網路銀行使用意願之因素，乃為銀行業者重要的課題。
故本研究以 TRA、TAM 為理論基礎，探討消費者對使用網路銀行的態度對行為意願之影響，以瞭解消費者使用網路銀行之行為。依據創新擴散理論，納入相對優勢、相容性、複雜性、試用性及娛樂性，探討其對消費者使用網路銀行態度的影響。本研究主要以具網路、網路銀行經驗的消費者為研究對象，並以因素分析、相關分析、迴歸分析等方法進行資料分析。研究結果顯示，消費者使用網路銀行的態度與使用網路銀行的行為意願有正向關係。同時相對優勢、相容性、複雜性、試用性與消費者使用網路銀行的態度呈顯著正相關。

關鍵字

推論行為理論 ； 創新擴散理論 ； 網路銀行

並列摘要

Because the financial institutions compete severely in Taiwan, in order to earn more profits, many domestic banks have established Internet banking to increase service speed, extend service times, expand service, and provide communications services for consumers. For consumers, using Internet Banking is a behavior of channel selection. Consequently, it is an important task for banks to understand factors affecting consumers’ intention to use Internet Banking.
Based on TRA and TAM, this study investigates the relationship between
consumers’ attitude toward using Internet Banking and behavioral intentions to use it. This is aimed at understanding consumers’ behaviors of using Internet Banking. According to Diffusion of Innovation Theory, relative advantage, compatibility, complexity and trialability are examined to see how they affect consumers’ attitude toward using Internet Banking. The subjects in this study must have experience of using Internet and Internet Banking. The analytic methods used in this study are factor analysis, pearson correlation and regression analysis. The results show positive correlation between consumers’ intention to use Internet Banking and their attitude towards using it; relative advantage, compatibility, complexity , trialability and perceived playfulness are significantly and positively related to consumers’ attitude toward using Internet Banking.

並列關鍵字

Theory of Reasoned Action ； Diffusion of Innovation Theory ； Internet Banking

參考文獻

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