網路銀行之使用行為意向分析-以T銀行客戶為例

Analysis of the Behavioral Intention to Use Online Banking–Case of T-Bank’s Customers

吳玟璇(WEN-HSUAN WU)

指導教授 ： 張阜民 ； 李瑞琳

朝陽科技大學/管理學院/財務金融系/碩士(2016年)

摘要

為了解消費者對網路銀行之行為意向，本文以Davis(1989) 所提出之科技接受模型(Technology Acceptance Model,TAM)為理論基礎，實證研究各個影響因素之關係。這些因素包含銀行客戶對網路銀行的易用性認知、有用性認知、服務品質、對未來網銀科技接受準備度。
本研究以敘述統計分析、信度分析、因素分析、相關分析、迴歸分析來進行消費者使用網路銀行意圖，本研究結果相信有助於金融業者降低營運成本或提高客戶使用網路銀行意願；相信對客戶也能提供更便利更高品質的服務。
研究結果發現：
1.銀行客戶對易用性認知、有用性認知、服務品質、對未來網銀科技接受準備度，會直接正向影響使用態度。
2.使用態度會正向影響客戶使用網路銀行的行為意向。
3.整題而言，銀行客戶對網路銀行的服務品質認同相較於對未來網銀科技接受準備度是較高的。
關鍵詞：網路銀行、科技接受、服務品質、科技接受模型

關鍵字

網路銀行 ； 服務品質 ； 科技接受 ； 科技接受模型

並列摘要

Today web is development,science and technology to promote the rise of banking in transition.In order to understand the consumer's intention to conduct online banking.This study applies the Technology Acceptance Model(TAM) proposed by Davis(1989) to understand the relationship between each factor as the theoretical basis.This study examines the custmer’s behavioral intention of Internet banking by Descriptive Statistics,Reliability,Analysis,Validity and regression analysis.
This research’s objective is to understand the bank’s consumer of Perceived usefulness,easiness,Service quality and the Future technology’s acceptance of online banking.To discuss whether various factor can effect the customer’s attitude and behavioral intention of internet banking or not.I believe the results will be helpful for the financial industry to reduce operating costs and improve customer willingness to use online banking;believe customers can also have provide higher quality and more convenient service.
The findings of the study include:
1.Perceived usefulness,Perceived ease of use,Service quality and the Future technology’s acceptance of online banking have a direct positive effect on attidute of the Interent banking.
2.The users’ attitudes of the Interent banking have a direct positive efect on behavioral intention.
3.In a conclusion, Research findings bank customers to online banking service quality compared to the recognition of the future of online banking technology acceptance readiness is higher.

Key words:The internet banking,Technology’s acceptance of online banking, Service quality, Technology Acceptance Model .

並列關鍵字

The internet banking ； service quality ； Technology's acceptance of online banking ； Technology Acceptance Model

參考文獻

1.Davis,F.D.(1989)“Perceived Usefulness,Perceived Ease of Use and User Acceptance of Information Techology.” MIS Quarterly 13,no.3:319-340.

2.Davis,Fred D.,Bagozzi,Richard P. and Warshaw,Paul R.(1989) “User acceptance of computer technology:a comparison of two theoretical models. ”Management Science.35(8),p.985.

4.Szajna,B.(1996).“Empirical Evaluation of the Revised Technology Acceptance Model.”Management Science 42,no.1:85-92.

5.Taylor,S and P.Todd.(1995).“Assessing IT usage.The Role of Prior Experience.”MIS Quarterly 19,no.4:561-570.

6.Verma,R.,Iqbal,Z., and Plaschka,G.(2004).“Understanding Customer Choices in E-Financial Services.”California Management Review,46(4),43-67.