探討網路銀行持續使用意圖之研究

A Study of Understanding Continuance Intention of Online Banking

王尚瑋(Shang-Wei Wang)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

由於網路銀行具有大幅降低其銀行經營成本、有效提高銀行盈利能力、不需設置實體分支據點與減少人員費用等優點，因此各家業者紛紛成立網路銀行，導致過去網路銀行所挾帶之優勢已不復存在，為此，如何突顯自身的獨特性進而在眾多競爭者中脫穎而出，則成為現今網路銀行業者的重要課題。而本研究之目的在於利用關係連結、制度基礎的信任與承諾-信任理論此三構面來探討網路銀行使用者之持續使用意圖。
本研究採用網路問卷調查，研究對象為網路銀行的使用者，問卷最終共回收494份有效問卷，並使用smartPLS2.0結構方程模式來驗證模型內各個變數間的因果關係。而研究結果顯示關係連結中的財務連結與結構化連結對於關係承諾有顯著的正向影響，而制度基礎的信任中，感知聲譽、感知隱私與感知安全三者皆對信任有著顯著的正向影響，而研究結果也顯示出關係承諾與信任對於持續使用意圖具有正向影響。
本研究結果擴大了承諾-信任理論的應用範圍，除了探討前因之外，也證實關係承諾與信任對於持續使用意圖的關係，綜合以上所述，本研究結果對於學術理論與管理實務上皆具有良好的啟示。

關鍵字

關係連結 ； 制度基礎的信任 ； 承諾-信任理論 ； 持續使用意圖

並列摘要

Due to online banking significantly reduce bank operating costs, improve banks' profitability,do not to set the physical branch and reduce personnel costs, etc. Therefore, various companies have set up online banking, the past online banking’s advantage doesn’t exists, therefore, how to highlight their own unique and show their competitiveness that become an important issue. The purpose of this study is to use relational bonding, institution-based trust and Commitment-Trust Theory to discuss the continuance intention of online banking users.
Data for this study were collected from 494 experienced user, and validated structural equation modeling by smartPLS. The results show that financial bonding and structured bonding have a significant positive impact on relationship commitment, in institution-based trust, perceived reputation, perceived privacy and perceived security has a significant positive impact. And the results also show a positive effect on relationship commitment and trust for the continuance intention.
This study expanded commitment - trust theory, in addition to explore the antecedents and also confirmed the relationship between commitment and trust relationship for the continuance intention, the above, the results of this study for the academic theory and management practice are good inspiration.

並列關鍵字

Relational bonding ； Institution-based trust ； Commitment-Trust Theory ； Continuance Intention

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