消費者使用網路銀行之行為的發展和研究:以越南為例

Development and Investigation of the Usage of Consumer Behavior in Internet Banking:the case of Vietnam

阮克南(Nguyen Khac Nam)

指導教授 ： 王秀鑾

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2013年)

https://doi.org/10.6827/NFU.2013.00047

摘要

電子商務的資訊支援技術應用，已經受到許多消費者的歡迎，最受歡迎的應用其中之一是網路銀行服務。為了了解在越南的消費者使用網路銀行的接受度， 本論文 使用 科技接受模式 (Technology Acceptance Model, TAM,）來研究他們對於新技術的接受概況，包括知覺有用性和知覺容易使用上等因素，如何影響消費者接受採用網路銀行服務的行為意向。
本論文目的在了解消費者在使用網路銀行交易的情感和認知，並找出電子商務在越南的發展，以提高消費者的服務和競爭力。研究目的有(1)探討電子商務在越南的使用率，(2)尋找出影響消費者的滿意度和解決方案，在於提高服務質量的競爭力的因素，及(3)尋找出潛在的消費者行為意向。從首都河內和胡志明市共有 329 名參與者進行了網路調查。從研究結果顯示，從這項研究的結果顯示，知覺易於使用性（PEOU ），知覺有用性（ PU ），知覺便利 性 （ PC ），知覺風險 性 （ PR ）和知覺行為控制 性（PBC）等因素對於消費者行為有顯著的影響。年齡和網路的使用之間，收入和網路銀行之間存在著差異，尤其在收入與網路銀行的使用上，知覺易於使用性（PEOU）是影響力最強的因素。

關鍵字

電子商務 ； 網路銀行 ； 消費者 ； 科技接受模式

並列摘要

Ecommerce (electronic commerce) with the support of the information technology applications have been popular with many consumers. One of the most useful applications is Internet banking service. In order to understand the using Internet banking in Vietnam of consumers, TAM (technology acceptance model) model is used to investigate the factors that influence the acceptance of new technology applications and how two factors including Perceived Usefulness and Perceived Ease-to-Use affect customers‘ Behavioral Intention to use the Internet banking services.
This study aims to understand the consumers' emotional and cognitive in using the online banking in transaction and find out the factors to improve consumer service and competitiveness in the electronic market in Vietnam. Three aspects are included in this research: (1) Reviewing of the rate of Internet banking users in Vietnam‘s Ecommerce, (2) Finding out the factors affecting consumer‘ satisfaction and the solutions in improving the competitiveness of service quality, and (3) Finding out the potential consumers from the b ehavioral intention. A total of 329 participants from Hanoi capital and HoChiMinh city were surveyed for the purpose of this study. The findings from this study show that the factors such as Perceived Ease-to-Use (PEOU), Perceived Usefulness(PU), Perceived Convenience (PC), Perceived Risk (PR) and Perceived Behavior Control (PBC) are significant influence on consumer behavior. In addition, there are differences between age and internet usage, between income and internet banking usage. Perceived Ease-to-Use (PEOU) is strongest influence to consumers.

並列關鍵字

Ecommerce ； Internet Banking ； Consumers ； Technology ； Acceptance Model

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