影響e化服務採用之因素-以網路銀行為例

The influence factors of e-service adoption：An empirical analysis of internet

陳玉如(Yu-Ju Chen)

指導教授 ： 羅美玲

元智大學/管理學院/企業管理學系/碩士(2009年)

摘要

近幾年台灣民眾對於網路的使用逐漸普遍，只是其應用深度仍有待發展，尤其是與金融服務相關的e 化服務，透過這類服務的推廣，不但能有效將民眾的日常生活與網路應用服務作結合，更有助於整體電子商務市場的熱絡與發展。因此本研究以網路銀行的服務為例，進一步了解影響e 化服務採用之因素。

本研究認為e 化服務的使用，包括兩項主要的障礙，其一是來自於使用資訊科技的行為時，所感受到的困難與障礙，其二則是在面對虛擬的環境時，其所感受到的不確定性與風險。是故本研究進一步將信任、知覺風險與知覺利益的影響納入研究模型之中，從不同角度剖析消費者對於網路銀行的使用意願，其中更包括影響信任與知覺風險的前置因素，企圖對於民眾使用網路銀行的行為，提出更具整合性的觀點與解釋，有效預測消費者對於網路銀行的使用意願，以期透過網路銀行服務的推廣，進而提高消費者對於電子化服務的接受度與應用深度。

研究中同時包括了影響信任與知覺風險的重要因素，根據結果顯示，知覺安全性與知覺隱私性與知覺風險存在負向的關係，兩者同時影響信任，再加上熟悉性與知覺資訊品質的效果，可以解釋大約65%的信任；另外知覺易用性正向影響知覺有用性，而知覺有用性則直接影響了消費者對於網路銀行的使用意願，這與過去的研究結果相似，但相較於其它因素而言，知覺有用性對於個人使用意願的影響力明顯變小；除此之外，本研究也發現信任不但可以提高知覺有用性與降低知覺風險，更加深了對於知覺利益性的知覺，因此若能有效建立消費者與銀行之間的信任關係，則可收事半功倍之效。最後，影響使用意願最大的因素是知覺利益性，其次則是信任、知覺有用性，知覺風險則削弱了個人的使用意願，共解釋約62%的個人使用意願

關鍵字

電子化服務 ； 網路銀行 ； 科技接受模式 ； 理性行為理論 ； 知覺易用性 ； 知覺有用性 ； 知覺風險 ； 信任 ； 知覺利益性

並列摘要

Recently we found that internet behaviors and applications become normally for Taiwanese consumers, but the level of that still need improved. Therefore, the main purpose of our research is inquiring into the factors affecting the adoption of e-service and employs the internet banking（IB）as a study case. In this study, we consider the usage of IB can be divided into two parts. First part is relative to the technological barrier about internet usage. Second part is personal belief about the adoption of IB. Therefore, we developed a research construct based on the Technology Acceptance Model（TAM）and Theory of Reasoned Action（TRA） with an added construct, such as trust, perceived risk, and perceived benefit. Furthermore, we tested its ability in predicting customer’s intention of adoption IB and trying to propose an integration view of e-service adoption.

We designed a questionnaire and used it to survey a convenient sample of customersof IB and obtained 344 usable responses. We analyzed the data using Structured Equation Modeling (SEM) to evaluate the strength of the hypothesized relationships, if any, among the constructs, which include Perceived Ease of Use, Familiarity, Perceived Information Quality, Perceived Security and Perceived Privacy as independent variables, Perceived Usefulness, Trust, Perceived Risk, Perceived Benefit and Intention to Use as the dependent variables. The results provide support of the extended TAM model and confirm its effect in predicting customers' intention of adoption of IB but the power becomes weak compare to other variables. The results show that Perceived Benefit had stronger positive effect to consumer’s intention than Perceived Usefulness. Beside trust also had similar effect to intention of use; even influence the Perceived Usefulness and Perceived Benefit but negative effect in Perceived Risk. By the way, this study also integrates the predictors of trust and perceived risk. Through this way, we can provide an integration point and useful information for bank management in formulating IB marketing strategies.

並列關鍵字

e-service ； internet banking ； TAM ； TRA ； perceived ease of use ； perceiveu usefulness ； perceived risk ； trust ； perceived benefit

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