隨著網際網路的發達,行動/無線運算技術已成為實務界人士與學術研究者關注的焦點。不過,行動商務之發展於金融業中卻未如預期般之大幅成長。因此,基於延伸性技術接受模型理論,本研究目的乃是探討一般大眾對於行動銀行之使用意願。本研究共發放580份問卷,回收580份問卷,其中,有效問卷共計571份,有效回收率為98.45%。進一步,本研究乃是以多元迴歸分析方法對研究架構進行路徑分析,最後則透過變異數分析來了解不同集群在使用型態與使用意圖上之差異性。 本研究結果歸納如後:依多元迴歸分析結果得知,首先,資訊品質與系統品質對知覺有用性與知覺易用性有正向顯著影響,且知覺易用性會正向影響知覺有用性,進而提升其使用意圖;第二,信任傾向對結構保證有正向顯著影響,而結構保證對信任有正向顯著影響,且信任對使用意圖有正向顯著影響,進而提升其使用意圖;第三,主觀規範對使用意圖有正向顯著影響;第四,相容性對使用意圖有正向顯著影響;最後,服務便利性對知覺有用性與知覺易用性有正向顯著影響。此外,經變異數分析結果得知,首先,於性別方面,女性於知覺易用性之認知程度高於男性;第二,於年齡方面,21-30歲之消費者於知覺有用性與知覺易用性知認知程度最高;第三,於學歷方面,專科學歷之消費者於知覺易用性與相容性之認知程度最高,而大學學歷之消費者於使用意圖上之認知程度最高;第四,於收入方面,40001-50000元之消費者於主觀規範之認知程度最高;最後,於職業方面,商業之消費者於主觀規範之認知程度最高,而流通業之消費者於相容性之認知程度最高。 本研究建議如後:首先,行動銀行業者應提供即時且完整之資訊,並強化系統穩定性;第二,提供安全上之法律保證與承諾,降低詐欺與潛在風險,以提升其信任;第三,建立良好口碑,以轉介紹之方式,促使周遭親朋好友使用,以拓展其使用人脈;第四,提供符合過往相關經驗與需求,並倡導其所帶來之時間與生活上之便利性,且並簡化其操作方式或程序,供消費者快速熟練操作,進而使其認為使用行動銀行能提升其知覺有用,以提升其使用意圖。
With the rapid development of Internet and e-commence, mobile/wireless computing technologies are being spotlighted by business practitioners and researchers. However, the growth of mobile commerce development is still far from satisfaction in financial industry. Therefore, based on the extended technology acceptance model, the purpose of this study is to explore users’ usage intention of mobile banking. A total of 580 questionnaires were sampled, 580 questionnaires were recovered, a total of 571 responses were deemed usable for the analyses, a 98.45 % usable response rate. The research framework was demonstrated by the path analysis of multiple regression analysis method. Finally, I use ANOVA to understand the diversity of using type amid and usage intention different groups. The results of this study are summarized as follows: multiple regression analyses showed that, Firstly, Information quality and system quality have statistically significant and positive effects on perceived usefulness and perceived ease of use, and perceived ease of use have statistically significant and positive effects on perceived usefulness, and thus enhance the usage intention; Second, disposition to trust has statistically significant and positive effects on structural assurance, and structural assurance has statistically significant and positive effects on trust, and trust has statistically significant and positive effects on usage intention, and thus enhance the usage intention; Third, subjective norm has statistically significant and positive effects on usage intention; Fourth, compatibility has statistically significant and positive effects on usage intention; Finally, service convenience has statistically significant and positive effects on perceived usefulness and perceived ease of use. Besides, the ANOVA results that: first, on gender, women in the awareness level of perceived ease of use than men; Second, in the age bracket of 21-to-30 of consumers in the perceived usefulness and perceived easy to with the highest level of cognitive knowledge; third, in terms of academic qualifications, specialist qualifications of the consumers in the perceived ease of use and compatibility of the highest level of knowledge, and university education of consumers intent on using the highest level of awareness; fourth on revenue of $40,001-50,000 specification of the subjective perception of consumers in the highest degree; Finally, in professional, business of consumer awareness at the highest level of subjective norms, and the circulation of consumer awareness on the compatibility of the the highest level. This study suggests that as below: Firstly, mobile banking should provide real-time action and complete information, and strengthen the stability of the system; secondly, to provide the legal security guarantee and commitment to reduce the risk of fraud and the potential to enhance the trust; thirdly , to establish a good reputation in order to transfer by way of introduction, prompting friends and family around to use to expand its use of contacts; fourthly, provided in line with past experience and needs, and to advocate for their time and bring the convenience of life, and simplify its operation or procedure for consumers to quickly skilled operation, and thus that the use of mobile banks to enhance their perceived usefulness, to upgrade its intended use.
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