網路銀行抗拒行為- 探討既有系統習慣之中介效果

近年來因網際網路興起帶動電子商務的蓬勃發展，而金融業也跟隨這股潮流積極拓展網路銀行業務，未來以虛擬通路取代傳統實體通路進行交易也將成為金融服務業的主流。然而，在國內各大銀行紛紛投入資金於網路銀行建置的同時，調查發現網路銀行使用人數並沒有顯著提升且接受度亦普遍不高。因此，本研究欲從抑制面的角度探討影響使用者抗拒採用網路銀行的原因，針對網路銀行實際及潛在使用者為研究對象進行問卷調查取得有效問卷407份。本研究以結構方程式進行資料分析，研究結果顯示，模型的測量模式具有良好的信效度。在結構模式方面發現，在外顯因素的部分，轉換成本與沉沒成本對於既有系統習慣具有正向顯著影響，而控制利益則呈現負向顯著影響。內隱因素的部分，情感規避與知覺恐懼對於既有系統習慣亦呈現正向顯著關係，社會規範則呈現負向顯著關係。此外，既有系統習慣對於使用網路銀行的抗拒行為呈現正向顯著性的影響。驗證中介的結果顯示情感規避與知覺恐懼對於抗拒行為的直接影響大於間接影響；其餘的抗拒因素皆會透過既有系統習慣作為中介效果的影響，進而提升網路銀行使用之抗拒行為。本研究根據假設驗證的結果，提出未來相關之行銷策略建議，以改善民眾對於網路銀行的抗拒行為，進而增加採用以及使用頻率。

關鍵字

網路銀行；使用者抗拒；習慣

並列摘要

In recent years, the growth of Internet's popularity and prosperity enhances the attractiveness of e-commerce. The financial industry also follows this trend and activity to develop Internet banking affair. Instead of the physical channels, this virtual path will be the mainstream of the financial service in the future. However, it finds that the number of online banking user does not increase significantly while domestic banks are investing constantly in Internet bank. Therefore, the purpose of this study is investigating the reason that makes users resist using on-line bank. A web survey was conducted on actual and potential users of Internet banking, and the total valid sample is 407 using structural equation modelling reveals that the measurement model has good reliability and validity. The research reveals that the explicit factors of switching cost and of sunk cost have positive impact on habit while the controlling benefits is negative. On the other hand, the implicit of emotional avoidance and perceived uncertainty also have positive impact on habit, and it increases the resistance. Furthermore, habit mediates the relationship between antecedents and user resistance, except the factor of emotional aversion and perceived uncertainty. Accroding to the validation of these assumptions, this study provided marketing strategy recommendations to improve the resistance to Internet banking, thereby increasing the adoption and the frequency of use.

並列關鍵字

Internet banking ； User resistance ； Habit

參考文獻

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[1] Ajzen, I. (2002). "Perceived Behavioral Control, Self‐Efficacy, Locus of Control, and the Theory of Planned Behavior1." Journal of applied social psychology, 32(4): pp. 665-683.

[2] Alsajjan, B. and Dennis, C. (2010). "Internet banking acceptance model: Cross-market examination." Journal of Business Research, 63(9): pp. 957-963.

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網路銀行抗拒行為- 探討既有系統習慣之中介效果

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