數位金融環境下社群對消費者使用網路銀行意圖之影響

The Influence of Social Networking Services on Consumer's Behavioral Intention of Using Internet Banking in Digital Banking Environment

陳志維(Chih-Wei Chen)

指導教授 ： 張阜民

朝陽科技大學/管理學院/財務金融系/碩士(2016年)

摘要

由於網路銀行的線上服務比實體銀行服務更為快速及便利，較不易受到時間及地點的限制，因此網路銀行的服務成為各銀行間競爭時的重要關鍵之一。隨著Bank3.0的來臨，銀行應重視科技所帶來的轉變；如支付方式及行銷方式的改變。而要面對這些改變，銀行必須善用新科技及適當調整組織架構，才能面對正在發生的的變局。目前大部分的消費者都使用社群網站，但是銀行卻沒有好好的經營社群網站的管道，因此本研究將探討網路銀行之網路有用性、網路易用性、網路信任感、網路風險、社群網站使用度及社群網站風險等因素對消費者使用網路銀行意圖之直接或間接的影響。
本研究變項資料的取得採用發放問卷的方式，共發出307份問卷，以SPSS統計分析軟體，透過敘述性統計、相關分析、獨立樣本t檢定、單因子變異數分析和迴歸分析等分析方式，將各構面之研究變項做統計，以探討研究結果。
經由統計分析後，結果如下：
一、網路有用性、易用性對網路銀行使用意圖有正向且顯著的影響關係
二、網路信任感對網路銀行使用意圖存在正向且顯著的影響關係。
三、網路風險對於網路使用意圖會有反向且顯著的影響關係。
四、社群網站使用度對網路銀行使用意圖存在正向且顯著的影響關係。
五、社群網站風險對於網路使用意圖會有反向且顯著的影響關係。

關鍵字

網路銀行 ； 數位金融環境

並列摘要

Because internet become matures, more and more services and products are sold through internet. Internet banking online services comparing to traditional banking services are more speed and convenient, and also less restrictive by time and location, so internet banking service will become the key development of future banking.
With the coming of Bank3.0, banks, we should pay attention to the changes brought by technology, such as payment and the marketing methods. Future banks must make good use of new technology and appropriate adjustments to the organizational structure, in order to face the challenges
At present, most consumers are using social networking sites, but the bank did not properly operate the pipeline community sites. This study will explore usefulness of internet, efficiency of internet, trust on internet and risk of internet and so on, in digital banking environment.
This research collected data from online questionnaires, 307questionnaires were received. SPSS statistical analysis was processed through descriptive statistics, correlation analysis, independent samples t-test analysis of the way, one-way analysis of variance and regression analysis. The results showed:
1. Usefulness of the internet and efficient use of the internet had significantly positive effects on internet using attitudes
2. Trust on the internet had significantly positive effects on internet using attitudes
3. Risk of internet had significantly negative effects on internet using attitudes.
4. The use of social networking site had significantly positive effects on internet using attitudes
5. The risk of social networking site had significant negative effects on internet using attitudes.

並列關鍵字

BANK3.0 ； INTERNET BANKING

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