影響網路銀行實際使用行爲之研究

The Study of Affecting Factors of Internet Bank Actual Behavior

林榮春(Jung-Chuen Lin) ； 邱天佑(Tien-You Chiu) ； 林茂雄(Mao-Hsiung Lin)

《顧客滿意學刊》 7卷1期 (2011/03) Pp. 1-22

https://doi.org/10.30066/JCS.201103.0001

摘要

由於網際網路資訊成本低廉而且資訊有容易共享的特性，應用在金融領域已非常普遍且漸趨成熟多元化。愈來愈多人選擇透過網路銀行提供的工具及服務在網路上完成交易。本研究以科技接受模式爲理論架構，輔以知覺風險、安全性、隱私權與信任等變數，對使用者使用網路銀行行爲進行研究。實證結果發現：知覺風險分別負向影響信任、知覺有用性與知覺易用性；而安全性與隱私權分別正向影響信任、知覺有用性與知覺易用性。另外，信任、知覺有用性與知覺有用性皆直接正向影響網路銀行使用者行爲意圖及實際使用行爲。

關鍵字

網路銀行 ； 知覺風險 ； 安全性 ； 隱私權 ； 科技接受模式

並列摘要

Because of low cost and easy sharing, it has become more and more popular to apply internet in financial area. People also changed their consumption behaviors. More and more people start to use application tool and service on the Internet such as Internet banking. The study applies Technology Acceptance Model (TAM) and enhances perceived risk, safety, privacy and trust to investigate technology using behavior. The empirical result shows that perceived risk has negative impact on trust, perceived usefulness and perceived ease of use. Both safety and privacy have positive impact on trust, perceived usefulness and perceived ease of use, respectively. Besides, trust, perceived usefulness and perceived ease of use directly influence both behavior intention and actual behavior.

並列關鍵字

Internet Bank ； Perceived Risk ； Security ； Privacy ； Technology Acceptance Model

參考文獻

Anderson, J. C.,Gerbing, D. W.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin.103(3),411-423.

Bagozzi, R. P.,Yi, Y.(1988).On the Evaluation of Structural Equation Models.Journal of the Academy of Marketing Science.16(1),74-94.

Bellman, S.,Lohse, G. L.,Johnson, E. J.,(1999).Communication of the ACM.Predictors of Online Buying Behavior.42(12),32-38.

Benamati, J.,Rajkumar, T. M.(2002).The Application Development Outsourcing Decision: An Application of the Technology Acceptance Model.Journal of Computer Information Systems.42(4),35-44.

Chan, S. C.,Lu, M. T.(2004).Understanding Internet Banking Adoption and Use Behavior: A Hong Kong Perspective.Journal of Global Information Management.12(3),21-43.