以科技接受模式與創新擴散理論探討行動銀行APP之使用意圖

Using The Technology Acceptance Model and Innovation Diffusion Theory to Explore The Intention Of Mobile Banking APP

華大維(Ta-Wei Hua)

指導教授 ： 婁國仁

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.01091

摘要

隨著4G網路的快速發展及行動裝置的迅速普及，越來越多的產品或服務皆透過APP進行服務或銷售，而行動銀行的比起過去實體銀行服務更為快速及便利，且較不易受時間及地點影響，因此行動銀行APP的服務成為各銀行間競爭的重要關鍵之一。
根據延伸式科技接受模式，本研究以創新擴散理論做為行動銀行APP使用者的分類基礎，來探討其對行動銀行APP的使用行為意向。針對有使用行動銀行APP經驗的銀行顧客，本研究以網路問卷為媒介，總計回收160份問卷，其中有效問卷為149份，有效回收率為93.13 %。
本研究藉由SPSS 22.0以多元迴歸方式分析對假設架構及假說進行實證研究，根據研究結果得出以下結論:
一、知覺有用會受到知覺易用的正向影響。
二、知覺系統安全會受到知覺易用的正向影響。
三、行為意向會受到知覺有用的正向影響。
四、行為意向會受到知覺易用的正向影響。
五、行為意向會受到知覺系統安全的正向影響。

關鍵字

行動銀行APP ； 創新擴散理論 ； 科技接受模式

並列摘要

With the rapid development of 4G networks and the rapid spread of mobile devices, more and more products or services are through the APP service or sales, While mobile banking is more rapid and convenient than physical banking services in the past, And less vulnerable to time and place, so the mobile banking APP services become one of the important key to inter-bank competition.
According to the extended technology acceptance model, this study uses the theory of innovation diffusion as the classification basis of mobile banking APP users to explore its Behavioral intention to use of mobile banking APP. A total of 160 questionnaires were collected, including 149 valid valid questionnaires and 93.13% of them, for the bank customers who used the experience of mobile banking APP.
In this study, we use SPSS22.0 to analyze the hypothesis structure and hypothesis by multiple regression analysis. According to the research results, we draw the following conclusions:
First, the perception of useful will be perceived easy to use the positive impact.
Second, the perception system security will be perceived easy to use the positive impact.
Third, the behavioral intention will be influenced by the positive effect of perception.
Fourth, the behavioral intention will be perceived easy to use the positive impact.
Fifth, the behavioral intention will be affected by the positive impact of the perception system security.

並列關鍵字

Mobile Banking APP ； Innovation Diffusion Theory ； TAM

參考文獻

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