近年來伴隨著網際網路的快速發展,提供了電子商務發展的基礎,使得網路已成為僅次於傳統實體通路外的最重要銷售管道,值此金融市場內外在的競爭環境演變迅速,為了面對國內外金融業者的激烈競爭並提供顧客更多更好的服務,各家銀行紛紛將各種金融服務上網,並且陸陸續續成立了網路銀行,希望藉由新的行銷通路提高獲利空間,其隱藏龐大的市場潛能,未來勢必成為各家銀行推展的重點。因此,了解其使用意圖的影響因素就變的格外重要。本研究結合科技接受模式 (Technology Acceptance Model, TAM)、信任理論,提出一個整合性的解釋模型,來驗證網路銀行之「加值資訊服務」、「客製化服務」、「聯盟服務」、「操作熟悉度」和「服務可及度」五個變數,為消費者對網路銀行接受度的決定因素。此外,透過實體問卷收集曾使用過網路銀行之樣本資料,並透過結構方程模式(SEM)驗證實徵資料與理論模型之契合度。本研究結果發現網路銀行之加值資訊服務、聯盟服務對顧客認知有用性有顯著正向相關,顧客對網路銀行之操作熟悉度、網路銀行之服務可及度對其顧客認知易用性有顯著正向相關,顧客對網路銀行的信任與其認知有用性、使用態度與使用意願有顯著正向相關,且科技接受模式(TAM)在本研究之網路銀行使用者上也是成立的。本研究為將科技接受模式應用於實際使用網路銀行領域,可以作為日後探討網路使用者行為研究的依據,在管理上亦可提供銀行管理階層未來經營的一個思考架構,並透過本研究探索出可以強化網路銀行使用者意願的影響因素。
The emerging online economy in recent years has facilitated the rapid growth of e-commerce and makes Internet become the most important sales channel. Facing severe competition of international financial institutions, offering better services to customers in such an environment is an important challenge facing financial companies. Therefore, numerous domestic banks have established Internet banking to provide various kinds of online financial service for consumers to earn more profits. This research extended the technology acceptance model (TAM) by introducing trust concept into a theoretical model. Based on TAM and trust theory, this study investigates the determinants of internet banking user acceptance, including value information service, personalization service, alliance service, task familiarity, and accessibility. The study shows that value information service and alliance service are significant positive toward perceived usefulness. Task familiarity and accessibility are significant positive toward perceived use of ease. Trust is significant positive toward perceived usefulness, adopting attitude and adopting intention. The study also provides evidence that TAM model is built through internet banking user. The structural equation model was used to examine the path relationships among five variables, perceived use of ease, perceived usefulness, trust, adopting attitude and adopting intention so as to see how they affect consumer attitude toward using Internet banking. This study concludes by discussing the practical implications of this work, along with some possible future research directions.