影響網路銀行信任及使用意圖關鍵前因之研究

Key Antecedents Impact Trust and Usage Intention of Online Banking

張芸萍(Yun-Ping Chang)

指導教授 ： 張俊惠

淡江大學/商管學院/國際企業學系碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00354

摘要

銀行業在政府開放民營銀行設立之後，金融機構家數猛爆增長且吸引諸多外商銀行進駐市場，使得本土銀行業者競爭趨於白熱化，為增加營收各銀行莫不積極拓展新的服務管道以增加營收。而網路銀行便是一項重要的管道之一，加上台灣上網環境成熟且行動上網越漸普及，業者如何獲得消費者對網路銀行銀的信任與增加使用意圖以吸引更多使用者，成為銀行業者不可忽視的重要議題。因此，本研究將針對台灣的網路銀行消費者相關消費行為進行探討。

關鍵字

網銀信任 ； 網銀使用意圖 ； 網銀安全 ； 知覺易用 ； 網銀形象

並列摘要

Since the government legalized the establishment of private financial institution, a surge of branch amount occurred and attracted great foreign financial industry investment which leads local banking industry into a great competence stage. Therefore, there's been a urgent need for bankers to figure out ways to attract customers and maintain profit. Along with the universal Wi-Fi environment in Taiwan, online banking has become one of the most important financial service for bankers. This research aims to discuss how online banking trust effects customers online banking use intention, and how bankers build customers' trust toward online banking.

並列關鍵字

Online Banking Trust ； Online Banking Usage intention ； Security ； Ease of Use ； Cooperation Image

參考文獻

Illinois: Richard D. Irwin, Inc.

64 Pi Shih-Ming , Liao Hsiu-Li and Chen Hui-Min(2012), “ Factors That Affect

16 Davis, F. D. (1986). “A Ttechnology Aacceptance Mmodel for Eempirically

33 Furnell S. and Warren M. (1999), “Computer Hacking and Cypher Terrorism:

61　Mary Jo Hatch, Majken Schultz, (2012), “ Relations between organizational