網路銀行之介面設計對於消費者網上交易意向的影響

THE EFFECT OF INTERNET BANK'S WEB INTERFACE DESIGN ON CONSUMER ONLINE TRADE INTENTIONS

楊璉華(Lien-Hua Yang)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

本研究旨在應用一般介面特徵對於國內網路銀行網站介面設計上，以提升其運用，使其得以發揮網路應用的潛力，並提供消費者上網滿意的需求，使用簡易便利的金融服務管道。
本研究藉由提供具體關於網站設計因素的建議，幫助上述之目的，也能產生實際的管理成果。首先，本研究檢測範圍廣泛的設計因素，以確定那些因素提供人性因素和電腦因素。接下來，這些因素與中間媒介：使用與滿意理論(U&G)、科技接受模式(TAM)及心流(Flow)的概念所連結，用以解釋網上交易的意向和再次造訪該網站的意向。
本研究屬仍是於探索型的研究，旨在網路銀行網站之介面設計對於消費者交易意向的影響，透過網路銀行使用者使用經驗，來驗證及調整網站介面設計因素，使其更適合用以改善網路介面設計。
依據研究結果分析，針對國內網路銀行網站介面設計對電腦因素、人性因素、娛樂性、資訊性、煩躁性、有用性、網站態度、心流、交易意向以及再訪的意向構面，綜合歸納結論；並提出具體建議，以供國內金融界規劃網路銀行網站介面以及未來研究者之參考。

關鍵字

網路銀行 ； 使用與滿意理論 ； 科技接受模式 ； 心流

並列摘要

The purpose of this study is to apply typical interface characteristics to the design of domestic internet banking website interfaces in order to improve usability and actualize the potential for internet applications. It is also hoped that doing so can provide for the needs of consumers in using simple and convenient financial services channels on the internet.
This study fills that gap by providing specific recommendations regarding website design elements that generate positive managerial outcomes. First, the study tests a wide range of design elements to determine those that provide human elements and computer elements. Next, these elements are linked through intermediaries using the Uses and Gratifications theory, Technology Acceptance Model(TAM), and the concept of flow to explain purchase intentions and intentions to revisit the site.
This study is considered exploratory research and is intended to examine the impact of online banking website interface designs on consumer trade intentions, using the usage experiences of users to test and adjust website interface design elements so as to be more appropriate for use in improving website interface designs.
Based on analysis of research results, we present the following conclusions for the impact of domestic internet banking website interface design on Computer factors, Human factors, Entertainment, Informativeness, Irritation, Usefulness, Attitude toward the site, Flow, Trade intentions and Revisit intentions Constructs; we also offer specific suggestions for the design of internet banking interfaces by the domestic financial industry and for the reference of future researchers.

並列關鍵字

Internet Banking ； Use and Satisfactio

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