- 學位論文
銀行採用新型態網路服務對顧客接受度之影響--以 HSBC DIRECT為例
THE EFFECT OF THE ACCEPTANCE OF THE NEW INTERNET BANKING ON CUSTOMERS’ BEHAVIORAL INTENTIONS --A CASE OF HSBC DIRECT
摘要
近年來，台灣金融業在金融自由化與金控機制實施下競爭越來越激烈。各家銀行無不推出多元的金融產品及廣泛的通路期望能滿足顧客在理財上的所有需求。本研究以2006年匯豐銀行所推出的新型態網路銀行HSBC Direct為例，來探討其如何有別於傳統的網路銀行，在短短的一年內就突破了10萬的顧客。 過去網路銀行是銀行所提供給已開戶的分行客戶的一項加值服務，但是目前已經有完全虛擬的網路銀行興起，銀行提供新鮮又便利的自助服務技術(SSTs)使銀行服務朝向數位化、網路化邁開了一大步。也因此本研究將討論新型態網路銀行所提供的服務以及客戶的接受程度，藉由HSBC Direct成功的發展以達到創新金融的目的。 本研究的研究架構是以科技接受模式(TAM)、科技準備度(TR)及自我效能(SF)為主，來探討虛擬網路銀行HSBC Direct的使用者接受度。研究方法是以發放問卷後，以敘述性統計分析及結構方程模式來驗證。 此外，本研究亦針對不同人口特性及網路銀行使用經驗之使用者，探討其對各項特徵因素的認知差異。結果顯示，就自助服務技術(SSTs)的因素而言，HSBC Direct應著重於引導顧客實際體驗自助設備，增強知覺有用性。就科技準備度而言並未能充分解釋個人特質對採用或不採用自助服務技術有關鍵影響。而不同人口特性及使用經驗之使用者，對網路銀行特徵之認知會有所差異。
並列摘要
In recent years, competition in Taiwan’s financial industry has become increasingly fierce due to finance liberalization and financial holding mechanism implementation. Banks have used diverse financial products and broad channels to satisfy customers’ financial needs. This study uses the new internet banking service HSBC Direct introduced by HSBC in 2006 as a case to examine a non-traditional internet banking service that has exceeded 100,000 customers within only a year. Past internet banking services have been value-added services offered by banks to branch customers already with accounts. But with the emergence of totally virtual internet banking, banks have begun to provide new and convenient Self-Service Technologies (SST) to drive banking services towards digitalization, constituting a large step in the transition to internet-based services. As a result, this study will discuss the services provided by new internet banking and the degree of acceptance by customers, using the successful development of HSBC Direct to attain the purpose of financial innovation. The research framework for this study constitutes primarily of the use of the Technology Acceptance Model (TAM), the Technology Readiness Index (TR), and Self-Efficacy (SF) in examining the degree of users’ acceptance of internet banking HSBC Direct. The research methods involved distributing surveys and then using descriptive statistical analysis and structural equation modeling (SEM) to perform hypotheses testing. In addition, this study examines perceived differences in various characteristic factors of users with different population characteristics and internet banking usage experience. Results showed that users with different population characteristics and usage experience have differences in perception towards internet banking characteristics.