以科技接受模式探討銀行顧客使用網路銀行之意願

Using Technology Acceptance Model to Customers’ Behavioral Intention of Internet Banking

徐銘昌(Ming-Chang Shu)

指導教授 ： 楊立人 ； 張雍昇

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00019

摘要

網路銀行是銀行櫃檯之延伸，不但增加服務通路、延長營業時間、降低作業成本、提升服務品質等效益，同時也增加客戶的便利性，創造了銀行與顧客雙贏的結果。然網路銀行業務之推動是否皆獲廣泛客戶普遍接受，而影響銀行顧客接受此新科技服務的因素為何，對增進銀行業對此業務重視及瞭解顧客使用感受及需求，都具有相當助益，此為本研究之動機。
本研究旨在建立影響使用網路銀行的概念性模式，驗證科技接受模式理論，以了解銀行顧客的使用意圖，因此本文以「科技接受模型」的觀點與理論為基礎，結合「網路銀行自我效能」的外部變數，來建構銀行顧客使用網路銀行的行為意圖之問卷量表，並以目前使用網路銀行的顧客做為研究對象，實證理論模式的適合度與關聯性。其研究結果如下：
1、網路銀行自我效能對銀行顧客的認知有用性具有正向影響。
2、網路銀行自我效能對銀行顧客的認知易用性具有部分正向影響。
3、銀行顧客的認知易用性對其認知有用性具有正向影響。
4、銀行顧客的認知有用性對其網路銀行使用態度具有正向影響。
5、銀行顧客的認知易用性對其網路銀行使用態度具有正向影響。
6、銀行顧客對於網路銀行風險的知覺程度愈高時，對網路銀行使用
態度則會愈低。
7、銀行顧客對網路銀行使用態度會對其行為意圖具有正向影響。
8、銀行顧客的認知有用性對其行為意圖具有正向影響。
9、銀行顧客的認知易用性對其行為意圖具有正向影響。

關鍵字

網路銀行 ； 科技接受模型 ； 自我效能 ； 知覺風險

並列摘要

Internet banking is extension of the bank counter, the benefits of not only increase service channel, prolong the business time, reduce operating costs, improve service quality etc., but also increase customer convenience, creating the bank and customer win-win results. Although the promotion of Internet banking are all won customers a wide range of generally accepted, and the impact of bank customers to accept this new technology service factors why, to promote banking using the feeling and the demand on this business seriously and understand the customer has great benefit. This is the motivation of this study.
The aim of this study is to build up using Internet banking concept model and verification technology accept model theory, to understand customer intention to use. Therefore, this paper based on Technology Acceptance Model "point of view and theory based, combined with internet banking self - efficacy of external variables to construct bank customers use Internet banking behavior intention questionnaire scale, and the currently used online banking customers as the object of study, empirical theory model for the level Luen. The results are as follows:
1、Internet banking self-efficacy has a positive effect on the perceived usefulness of bank customers.
2、Internet banking self-efficacy has a positive effect on the cognition of bank customers.
3、Bank customers' perceived ease of use has a positive effect on the perceived usefulness.
4、The cognitive usefulness of bank customers has a positive effect on the attitude of the Internet banking.
5、The perceived ease of use has positive effect on the attitude of the Internet banking.
6、The higher the perceived degree of bank customers' perceived risk in Internet banking, the lower the attitude of Internet banking.
7、Bank customers have a positive effect on the behavior intention of Internet banking.
8、The cognitive usefulness of bank customers has a positive effect on the behavior intention.
9、The cognition of bank customer has a positive effect on the behavior intention.

並列關鍵字

Internet Banking ； Technology Acceptance Model ； Self-Efficacy ； Perceived Risk

參考文獻

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