由於民眾對網路理財的接受度提高,理財網站相繼設置。理財網站除了專業性高,市場區隔極為明顯,能幫助使用者尋找到更即時、完整的財務資料、財務預測、股價資訊、研究報告等外,很多網站更有線上交易與互動的功能。近年來在評估資訊系統是否成功時,常以持續使用作為網站匯聚人氣、提升使用者黏著度的課題,「持續使用」已經是影響網站能否永續經營的重要關鍵。本研究以「期望確認理論」(Expectation Confirmation Theory)為理論基礎,加入資訊品質(Information quality)構面作為探討影響理財社群網站滿意度及持續使用之重要因素。經由實證分析,本研究之發現與結論如下:1.確認、知覺有用及資訊品質對於理財網站使用者的滿意度有顯著正向的影響,其中影響最大的因素是資訊品質;其次為確認及知覺有用。2.理財網站使用者的滿意度及知覺有用對持續使用均會有顯著正向的影響,影響較大的是滿意度。知覺有用除了對滿意度有直接影響外,也可透過滿意度對持續使用有間接影響。3.使用者對於理財社群網站的確認對知覺有用有顯著正向的影響。確認除了對滿意度有直接影響外,也可透過知覺有用對滿意度有間接影響。
In recent years, to assess whether the information system is successful or not usually based on the number of the people visiting the website and their continuous usages. However, how to upgrade the adhesiveness of users is the most important issue. Continuous usage is the key point to affect a website to operate eventually. This study tried to investigate the users' continued usage of financial virtual community. We attempt to extend the information quality to Expectation Confirmation Theory to construct the financial website usage model. The results reveal that user's continuance intention of participation in financial website is determined by satisfaction and perceived usefulness. Satisfaction is influenced by user's confirmation level, perceived usefulness and information quality. However, the most important factor to influence satisfaction is the information quality. User's confirmation level has significantly positive influence on perceived usefulness. The suggestions were provided to related financial website vendors.
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