行動銀行使用意圖之關聯性探討 －整合科技接受模式與任務-科技適配模式之觀點

The Study of the Relationship on Intention to Use toward Mobile Banking － Integrating the Perspectives of Technology Acceptance Model and Task-Technology Fit Model

陳宜辰(I-Chen Chen)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2014年)

摘要

隨著行動通訊技術進步與智慧型手機的普及，行動銀行已改變以往的金融交易模式，此舉服務實屬破壞式創新的一種，也是目前銀行業者能否持續獲利及永續經營的重要關鍵。行動銀行的發展看似可期，然而目前的使用率卻仍偏低。因此，本研究欲從消費者的角度探討影響行動銀行使用意圖之關鍵因素，希望藉由研究結果提供金融業者做為未來行動銀行建置、發展以及推廣上之參考。本研究架構係以科技接受模式與任務-科技適配模式作為主要理論基礎，並配合使用行動銀行之心理特性加入開放性人格特質、科技焦慮及網路外部性作為分析探討，期盼能為研究構面與使用意圖的關係程度作更深入與系統性的瞭解。

本研究以臺灣地區年滿二十歲以上有意願或實際使用行動銀行之用戶為調查實證對象。在問卷發放上透過便利抽樣法，總計發出300份問卷，扣除無效問卷後共得有效問卷287份，有效回收率達95.6%。分析結果顯示：(1)開放性人格特質、網路外部性與任務-科技適配度對行動銀行的認知易用性有正向顯著影響。(2)科技焦慮對行動銀行的認知易用性有負向顯著影響。(3)任務特性與科技特性對行動銀行的任務-科技適配度有正向顯著影響。(4)認知易用性與任務-科技適配度對行動銀行的認知有用性有正向顯著影響。(5)認知有用性對行動銀行使用意圖具有正向顯著之影響。

關鍵字

行動銀行、科技接受模式、任務-科技適配模式、開放性人格特質、科技焦慮、網路外部性

並列摘要

Due to the advances in mobile communication technology and the popularity of smart phones, mobile banking has changed financial transaction style dramatically. It is a destructive innovation, and it also holds the key of profitability and sustainability for banking industry. The Development of Mobile banking seems to be promising, but its usage is still low. Therefore, the present study is to investigate the key factors that affect the intention to use from the consumer's point of view. The findings will be able to provide the foundation for financial industry during the process of mobile banking establishment, development, and promotion in the future. The research framework is based on Technology Acceptance Model and Task - Technology Fit Model. In addition, this study also considers psychological characteristics of the use of mobile banking, such as personality trait of openness, and anxiety of technology, and network externalities. The researcher expects to present the importance of the factors affecting the intention to use more in-depth and systematic.

Through convenience sampling, three hundred questionnaires were distributed to those who are aged twenty or elder above and either willing to or actually use the mobile banking. The valid questionnaires were 287, and the responding rate of questionnaires was 95.6%. The results showed that (1) the personality traits of openness, network externalities and Task-Technology Fit have a significantly positive impact on users’ perceived ease of use; (2) Technological anxiety has a significantly negative impact on the operations of banks perceived ease of use; (3) the task characteristics and technology characteristics generate significantly positive effect on the task of mobile banking - technology fit; (4) Perceived ease of use and the Task-Technology Fit impact perceived usefulness of mobile banking significantly positively; (5) Perceived usefulness of mobile banking has a significantly positive impact on the intentions of use.

並列關鍵字

Mobile Banking, Technology Acceptance Model, Task-Technology Fit Model, Openness, Technology Anxiety, Network Externalities

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