行動銀行服務創新、服務品質確認程度與持續使用意圖之關聯性探討－資訊安全為干擾變數

A Study on the Relationship Among Service Innovation, Confirm of Service Quality and the Continuance Intention of Using Mobile Banking：The Moderating Effect of Information Security

陳芝慶(Chih-Ching 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(2013年)

https://doi.org/10.6826/NUTC.2013.00095

摘要

行動銀行自1999年起發展迄今已有十多年的歷史，但過去受限於軟硬體發展及網際網路速度的緩慢，因此早期發展的成果並不亮眼，近年隨著高速數據傳輸3G(3rd-generation，第三代行動通訊技術)發展愈趨成熟穩定、電信業者提供的各種搭配服務方案，及智慧型手機等行動裝置普及的影響，帶動了行動上網人口的成長。國內許多銀行看準行動商機，相繼投入研發提供APP程式行動銀行服務，本研究主要的目的即是針對實際已使用過APP行動銀行用戶進行調查，並以Bhattacherjee (2001)提出之IS接受後持續使用模式(The post–acceptance model of information system continuance)理論為基礎，以了解用戶持續使用行動銀行之意圖及其對忠誠度之影響，其次並以資訊安全作為干擾變數，研究其影響程度。
本研究以台灣北、中、南各地區年滿二十歲以上的行動銀行使用者為問卷調查實證對象，在問卷發放上，總計發出330份問卷，扣除無效問卷後共得有效問卷294份，有效回收率達89.1％。分析結果顯示：(1)服務創新對服務品質確認程度有正向顯著之影響；(2)服務品質確認程度對認知有用性有正向顯著之影響；(3)認知有用性、服務品質確認程度、服務創新對滿意度皆有正向顯著之影響；(4)滿意度與認知有用性對持續使用意圖皆有正向顯著之影響；(5)持續使用意圖對忠誠度有正向顯著之影響；(6)資訊安全與滿意度的交互作用會對持續使用意圖造成影響，具有顯著干擾效果；(7)資訊安全與持續使用意圖的交互作用會對忠誠度造成影響，具有顯著干擾效果。本研究經彙整後提出研究建議，藉此提供金融業者未來做行動銀行建置、發展及推廣上之參考。

關鍵字

行動銀行 ； 服務創新 ； 資訊安全 ； 持續使用意圖

並列摘要

Nowadays the mobile banking has been developing more than ten years since 1999. However, the result of the early development didn’t work well because of the limit to the development of the hardware and software and the low speed of the internet. In recent years, with the development of high-speed data transmission 3G (3rd - generation, third generation mobile communication technology), telecommunications’ offer of a variety of service programs, and the impact of the popularity of smart phones, tablet PCs and other mobile devices, the growth of mobile internet population is gaining increasingly and stably. There are many banks in domestic dedicated to the R&D of APP program to provide mobile banking services after they saw the mobile business opportunities.
The main purpose of this study is to investigate the users who have the experiences in using the APP mobile banking. And the research is based on the theory of The Post–Acceptance Model of Information System Continuance by Bhattacherjee (2001) to understand the user’s continuance intention and loyalty of using mobile banking. Secondly, this research makes use of information security as a moderating variable to discuss the impact on the user’s intention and loyalty.

In this study, the empirical objects in the survey consist of users of mobile banking, at least twenty years old, from northern, central and southern regions of Taiwan. In total, 330 questionnaires were issued, and net of invalid questionnaires were 294 valid questionnaires with effective recovery rate of 89.1%. The results of the study are as follows：(1) Service innovation has significant positive influences on confirm of service quality；(2) Confirm of service quality has significant positive influences on perceived usefulness；(3) Perceived usefulness ,confirm of service quality and service innovation have significant positive influences on satisfaction；(4) Satisfaction and perceived usefulness have significant positive influences on continuance intention；(5) Continuance intention has significant positive influences on loyalty；(6) The interaction between information security and satisfaction would influence the continuance intention, and has a significant moderating effect；(7) The interaction between information security and continuance intention would influence the loyalty, and has a significant moderating effect. This study provides suggestions for future research and for financial industry as reference of future bank building, development, and promotion.

並列關鍵字

Mobile banking ； service innovation ； information security ； continuance intention

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