衡量顧客使用網路銀行之行為: 以泰國為例

The Measurement of Customer Behavior in Using Internet Banking: An Examination of Thailand

劉俊凱(Pasakorn Sakulsinlapakorn)

指導教授 ： 王秀鑾

國立虎尾科技大學/管理學院/資訊管理系碩士班/碩士(2017年)

摘要

網路銀行是一直人們熱衷於討論的話題，但是，一些研究強調了在泰國地區人們使用網路銀行的消費意向。本文旨在調查在使用網路銀行過程中，影響消費意向的因素，以及研究網銀服務和網銀消費意向兩者間的關係。問卷調查分為三個部分，包括：1.人員基本信息統計。 2.基於安全感、個人創新、社會影響、可達性、網絡成本、便利性、消費者使用、有用性、易用性等方面，消費者有意向使用網銀的原因。 3.消費者網銀使用的具體意向。所有相關問題，經測試，能夠保證構建的可靠性和有效性。本文398個被訪問者來自泰國。運用簡單線性回歸、單因素方差分析、T檢驗的方法驗證研究假設。實證結果表明網銀的安全感對可用性和易用性有積極影響，網銀的個人創新因素對易用性有積極影響，網銀的社會影響因素對有用性感知有積極影響，網銀的可達性對有用性認知和易用性有積極影響，有效性感知對網銀使用傾向有積極影響。泰國的銀行可以通過這些有用的發現，促進自己網絡銷售業績的增長。

關鍵字

網上銀行業務 ； 意向客戶 ； 消費者行為 ； 感知有用性 ； 感知易用性

並列摘要

Internet banking is a popular topic that hundreds of people focus on. However, a few studies have emphasized on consumer intention to use Internet banking behavior in Thailand region. This study was conducted to investigate the factors influencing on consumer intention of using internet banking service and examine the relationship between internet banking service and customer intention to use Internet banking. The questionnaire was divided into three parts, including 1.) Demographic information, 2.) Reasons of customer’s intention to use Internet banking based on security perception, personal innovativeness, social influences, accessibility, cost of internet, convenience, perceived usefulness, and perceived ease of use, and 3.) Customer intention to use Internet banking. All of questions were tested to ensure the reliability and validity of the constructs. This study have surveyed 398 respondents in Thailand. Simple linear regression, one-way ANOVA, and T-test analysis were used to examine the research hypotheses. The empirical result found that Security Perception of Internet banking positively affected on Perceived Usefulness and Perceived Ease of Use, Personal Innovativeness of Internet banking positively affected on Perceived Ease of Use, Social Influences of Internet banking positively affected on Perceived Usefulness, Accessibility of Internet banking positively affected on Perceived Usefulness and Perceived Ease of Use, Perceived Usefulness (PU) positively affected on Intention to Use Internet Banking, and Perceived Ease of Use (PEOU) positively affected on Intention to Use Internet Banking. Banks in Thailand that are interested in promoting online business may find these findings helpful in guiding their efforts.

並列關鍵字

Internet banking ； customer intention ； customer behavior ； perceived usefulness ； perceived ease of use

參考文獻

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