淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


系統識別號 U0002-1306201323392100
中文論文名稱 影響網路銀行信任及使用意圖關鍵前因之研究
英文論文名稱 Key Antecedents Impact Trust and Usage Intention of Online Banking
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 101
學期 2
出版年 102
研究生中文姓名 張芸萍
研究生英文姓名 Yun-Ping Chang
學號 600550148
學位類別 碩士
語文別 中文
口試日期 2013-05-31
論文頁數 124頁
口試委員 指導教授-張俊惠
委員-魏上凌
委員-廖本哲
中文關鍵字 網銀信任  網銀使用意圖  網銀安全  知覺易用  網銀形象 
英文關鍵字 Online Banking Trust  Online Banking Usage intention  Security  Ease of Use  Cooperation Image 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究範圍與研究對象 4
第五節 研究流程 5
第二章 文獻回顧與探討 6
第一節 電子商務 6
第二節 網路銀行 8
第三節 知覺易用性 14
第四節 網銀安全 18
第五節 網銀形象 24
第六節 網銀信任 29
第三章 研究方法 35
第一節 觀念架構 35
第二節 研究假說 36
第三節 研究變數之定義與衡量項目 37
第四節 研究設計 41
第五節 資料分析方法 41
第四章 資料分析與結果 44
第一節 敘述性統計分析 44
第二節 信度分析 63
第三節 結構方程模式分析 68
第五章 研究結論與發現 103
第一節 研究結論 103
第二節 研究發現 105
第三節 研究限制與未來建議 108
參考文獻 109
附錄 研究問卷 117

圖目錄
圖1- 1台灣各類金融機構家數 1
圖1- 2本研究流程圖 5
圖2- 1網路銀行滲透率 12
圖2- 2網路銀行使用比例 12
圖2- 3簡化版科技接受模式(TAM) 15
圖2- 4科技接受模式(TAM) 15
圖2- 5網路銀行安全性種類 22
圖2- 6信任整合模型 33
圖3- 1本研究架構圖 35
圖4- 1本研究之線性結構方程圖 72
圖4- 2本研究模式之線性結構關係路徑分析圖(整體樣本) 88
圖4- 3本研究模式之線性結構關係路徑分析圖(資淺使用者) 90
圖4- 4本研究模式之線性結構關係路徑分析圖(資深使用者) 92
圖4- 5本研究模式之線性結構關係路徑分析圖(無使用經驗者) 94

表目錄
表2- 1網路銀行服務項目演進 10
表2- 2網路銀行安全認證系統比較彙整表 20
表2- 3隱私(Privacy)定義彙整表 21
表2- 4安全性(Sevurity)定義彙整表 22
表2- 5形象定義彙整表 26
表2- 6信任定義彙整表 30
表2- 7信任衡量構面彙整表 34
表3- 1知覺易用之操作性定義與衡量題項 38
表3- 2網銀安全之操作性定義與衡量題項 38
表3- 3網銀形象之操作性定義與衡量題項 39
表3- 4網銀信任之操作性定義與衡量題項 40
表3- 5網銀使用意圖之操作性定義與衡量題項 40
表3- 6問卷回收情況分析表 41
表3- 7整體配適度指標與理想評估準則 43
表4- 1「資淺使用者」每月使用網銀天數 45
表4- 2「資淺使用者」每次使用網銀時間 45
表4- 3「資深使用者」每月使用網銀天數 46
表4- 4「資深網銀使用者」每次網銀使用時間 47
表4- 5主要使用網銀服務項目(複選3項) 48
表4- 6最主要使用的網銀 49
表4- 7網銀申請家數 50
表4- 8 不使用網銀的原因(複選至多3項) 51
表4- 9何種情況下會考慮使用網銀 53
表4- 10各分群之性別分佈 54
表4- 11整體樣本之年齡分佈 55
表4- 12有用經驗者之年齡分佈 56
表4- 13無使用經驗者之年齡分佈 56
表4- 14各分群樣本之婚姻狀況分佈 57
表4- 15整體樣本居住地點分佈 58
表4- 16各分群樣本教育程度之分佈 59
表4- 17 整體樣本職業別分佈 60
表4- 18有使用經驗者職業別分佈 61
表4- 19整體樣本平均月收入分佈 62
表4- 20整體樣本各構面之相關係數與Cronbach's α 信度 64
表4- 21資淺使用者各構面之相關係數與Cronbach's α 信度 65
表4- 22資深使用者各構面之相關係數與Cronbach's α 信度 66
表4- 23無使用經驗者各構面之相關係數與Cronbach's α 信度 67
表4- 24結構方程模式之參數說明 69
表4- 25「整體樣本」配適度指標評估結果 73
表4- 26「資淺使用者」配適度指標評估結果 74
表4- 27「資深使用者」配適度指標評估結果 74
表4- 28「無使用經驗者」配適度指標評估結果 74
表4- 29「整體樣本」基本配適度指標分析結果 76
表4- 30「資淺使用者」基本配適度指標分析結果 79
表4- 31「資深網銀使用經驗族群」基本配適度指標分析結果 82
表4- 32「無使用經驗者」基本配適度指標分析結果 85
表4- 33「整體樣本」之研究假說與驗證結果 87
表4- 34「資淺使用者」之研究假說與驗證結果 89
表4- 35「資深使用者」之研究假說與驗證結果 91
表4- 36「無使用經驗者」之研究假說與驗證結果 93
表4- 37整體樣本模式之路徑效果分析      96
表4- 38「資淺網銀使用者」之路徑效果分析 98
表4- 39「資深使用者」之路徑效果分析 100
表4- 40「無使用經驗者」路徑效果分析 102

參考文獻 參考文獻
一﹒中文部份
1 王志鈞(2007),數位時代雙週,第149期。
2 世界經理文摘(1996),「企業蛛網爭霸戰」,第121期。
3 李昌雄 (1998),商業自動化與電子商務,台北,智勝文化。
4 周景弘 (1997),「網路銀行安全性對使用者知覺風險與使用意願之影響」,
國立台灣大學會計學研究所。
5 周文賢(2002),多變量統計分析:SAS/STAT使用方法,台北,智勝文化。
6 陳鉦達(2002),「企業形象、服務補救期望與補救後滿意度關係之研究,中
國文化大學企業管理研究所碩士論文
7 黃宏鈞(2001),「企業形象與服務品質對消費者再購行為之影響:顧客關
係之中介效果」,國立台灣大學心理學研究所碩士論文。
8 許晉斌(2002),「教育訓練成效對組織承諾與員工生產力影響之研究-以
國內網路銀行為例」,長榮大學經營管理研究所碩士論文。
9 曹嘉興(1997),「台灣地區銀行業對電子商務的認知與採行現況研究」
 ,第八屆國際資訊管理學術研討會論文集。
10趙永智(2002),「台北市立動物園企業識別系統對企業形象影響之研究」
 ,世新大學觀光研究所碩士論文。

二﹒英文部份
1  Aladwani, A.M. (2001), “Online Banking: A field Research of Drivers,
Development Challenges, and Expectations, ” International Journal of
Information Management, Vol. 21, PP.213~25.
2 Andreassen, Bodil Lindestad, (1998), “Customer loyalty and complex services:
The impact of corporate image on quality, customer satisfaction and loyalty for
customers with varying degrees of service expertise, ” International Journal of
Service Industry Management, Vol. 9 , Iss: 1, PP.7 ~ 23
4  Bakos, J.Y. (1997), “Reducing Buyer Search Costs: Implications for
Electronic Marketplaces”, Management Science, Vol. 43, No. 12, PP.
167~192.
5 Barber, B. (1983), “The Logic and Limits of Trust, ” New Brunswick: Rutgers
University Press.
6 Barich, H and Kotler, P.,(1988), “A framework for marketing image
management. , ” Sloan Manage Rev., Vol. 32(2), PP.94~104.

7  Bayton, J. A., (1959), “Researching the corporate image. , ” Public Relation,
Vol.4(10), PP.3~8.
8 Bentler, P. M, and Bonett, D. G. (1980), “Significance tests and goodness of fit
in the analysis of covariance structures. , ” Psychological Bulletin, Vol.88,
PP.588~606.
9 Brock, T.D. (1997), “Sexually transmitted disease In: Biology of
Microorganisms , ” Prentice Hall, USA , PP.940~947.
10 Boulding K. (1959), “National Images and International Systems. , ” Journal
of Conflict Resolution , Vol.3, PP.20~31.
11 Butler, J.K. (1983), “Reciprocity of Trust Between Professionals and Their
Secretaries, ” Psychological Reports, Vol.53, PP.411~416.
12 Butler, J. K., Jr. (1991), Butler, J. K., Jr. (1991). “Toward understanding and
measuring conditions of trust: Evolution of a conditions of trust inventory, ”
Journal of Management, Vol.17, PP.643~663.
13 Casalo L.V., Flavian C., Guinaliu M. (2006), “Onlion Information
Review”, Vol.31(5), PP.589~603.
14 Childers, T. L. (1986). “Assessment of the Psychometric Properties of an
Opinion Leadership Scale. ” Journal of Marketing Research,Vol.2(3),
PP.184~188.
15 Christine Moorman, Rohit Deshpande and Gerald Zaltman(1993), “Factors
Effecting Trust in Market Research Relationships , ” Journal of Marketing,
Vol.57, No.1, PP.81~101.
16 Davis, F. D. (1986). “A Ttechnology Aacceptance Mmodel for Eempirically
Ttesting Nnew Eend-user Iinformation Ssystems: Theory and Rresults. , ”
Doctoral dissertation, Sloan School of Management, Massachusetts Institute of
Technology.
17 Davis, F. D., R. P Bagozzi, and P. R. Warshaw (1989). “User acceptance of
computer technology: A comparison of two theoretical models, ” Management
Science, Vol.35(8),PP.982-1003.
18 Davis, F. D. (1989). “Perceived usefulness, perceived ease of use, and user
acceptance of information technology, ” MIS Quarterly, Vol.13(3), PP.319-339.
19 Deutsch, M. (1958), “Trust and suspicion. ” Journal of Conflict Resolution,
Vol.2,PP.265~279.
20 Dichter Ernest, (1985), “What's In An Image, ” Journal of Consumer
Marketing, Vol. 2, Iss: 1, PP.75 ~ 81.
21 Doney, P.M, and Cannon, J.P. (1997), “An Examination of the nature of trust
in buyer-seller relationships”, Journal of Marketing, Vol.61, No.2, PP.35~51.
22 Doolin, B., Burgess, L., Cooper, J., (2002), “Evaluating the use of Web for
tourism marketing: a case study from New Zealand, ” Tourism Management ,
Vol.23 , No.5, PP.557~561.
23 Dorsch, M.J., Swanson, S.R. and Kelly, S.W. (1998), “The Role of
Relationship Quality in the Stratification of Vendors as Perceived by
Customers, ” Journal of the Academy of Marketing Sciences, PP.128–142.
24 Doolin, B., S. Dillon, Thompson, and F. Corner, J. L (2005). “Perceived Risk,
the Internet Shopping Experience and Online Purchasing Behavior: A New
Zealand Perspective, ” Journal of Global Information Management, Vol.13(2),
PP.66-88.
25 Dowling, G. R. (1988), “ Measuring corporate images: a review of alternative
approaches, ” Journal of Business Research, Vol. 17, PP. 27-34.
26 Dwyer Robert F., Paul H. Schurr and Seijo(1987), “Developing Buyer-Seller
Relationships, ” Journal of Marketing, Vol.51, No.2, PP.11~27.
27 Farris, G.F., Senner, E.E. & Butterfield, D.A. (1973), “Trust, culture
and organisational behaviour, ” Industrial Relations, Vol.12, PP.144~157.
28 Flavian, C., E. Torres and M. Guinaliu (2004), “Corporate Iimage
Mmeasurement: A Further Problem for The Tangibilization of Internet
Banking Services, ” International Journal of Bank Marketing, Vol. 22, No. 5,
PP. 366~84.
29 Floh, A. and H. Treiblmaier (2006). “What Keeps the E-Banking Customer
Loyal? A Multigroup Analysis of the Moderating Role of Consumer
Characteristics on E-Loyalty in the Financial Service Industry. “ Journal of
Electronic Commerce Research, Vol.7(2), PP.97~110.
30 Fombrun, C. and Shanley, M. (1990), “What’s in a name? Reputation building
and corporate strategy” , Academy of Management Journal, Vol.33,
PP.233~258.
31 Fornell, C.,(1992), “A National Customer Satisfaction Barometer: The Swedish
Experience. ”, Journal of Marketing, Vol.55, PP.1~22.
32 Furnell, S.M. and T. Karweni (1999), “Security Implications of Electronic
Commerce: A Survey of Consumers and Business”, Electronic Networking
Applications and Policy, Vol. 9, No. 5, PP. 372~82.
33 Furnell S. and Warren M. (1999), “Computer Hacking and Cypher Terrorism:
The Real Threats in the New Millennium,” Computers & Security, Vol.18
(1), PP. 28~4.
34 Ganesan, S.(1994), “Determinants of Long-Term Orientation in Buyer-Seller
Relationships” , Journal of Marketing, Vol. 58, PP.1~19.
35 Ganesan S. et Hess R. (1997), “Dimensions and Levels of Trust: Implications
for Commitment to a Relationship”, Marketing Letters, Vol.8,
No.4,PP.439~448.
36 Garbarino Ellen; Mark S Johnson(1999), “The Diggerent Role of Satisfaction,
Trust, and Commitment in Customer Relationships. ”Journal of Marketing;
Vol.63, No.2, PP.70~87.
37 Giffin, K.(1967), “The contribution of studies of source credibility to a theory
of interpersonal trust in the communication process, ” Psychological Bulletin,
Vol.68, PP.104~120
38 Glenn, W. C., (1974), “Consumer Behavior, ” Theory & Practice ,Richard
D.Irwin Inc.
39 Grabner-Krauter, S., and Faullant, R. (2008), “Consumer acceptance of internet
banking: the influence of internet trust, ” International Journal of bank
marketing, Vol.26(7), PP. 483~504.
40 Gromroos, C.,(1984), “A Service Quality Model and its Marketing
Implications, ” European Journal of Marketing, Vol.18, Iss. 4, PP.37~45.
41 Gustafsson, A., Johnson, M.D. and Roos, I. (2005), “The Effects of Customer
Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer
Retention, ” Journal of Marketing, Vol.69, PP.210~218.
42 Gunther, E. E., (1959), “Evaluating Corporate Image Measurement, ” paper
Presented at the Proceedings of The ARF Conference, New York
43 Hamidreza Saeedina and Hamideh Abdollahi,(2012) , “Factors Effecting
Client Trust in Online Banking: A Case Study of Saman Bank, ” International
Journal of Economics and Business Modeling, Vol.3, PP.149~155.
44 Harris, L.C. and Goode M. (2004) , “E-Loyalty: A Study of Online Loyalty,
Satisfaction,Value, Service Quality and Trust, ” Journal of Retailing, Vol. 80,
No. 4, PP.139~158.
45 Harris Interactive (2002), “Privacy on and off the Internet: What Consumers
Want” Journal of Retailing, Vol. 80, PP. 139~158.
46 Jacoby, J., R. W. Chestnut, and W. A. Fisher (1978). “A Behavioral Process
Approach to Information Acquisition in Nondurable Purchasing, ”Journal of
Marketing Research, Vol.15(4).
47 Jacoby, j. and Olson, J.C.,(1978) , “An Attitudtional Model of Brand Loyalty:
Conceptual Underpinnings and Instrumentation Research, ” Paper Presented at
the University of Illinois Conference on Attitude Research and Consumer
Behavior.
48 Kalakota, R. and A. B. Whinston (1997), “Electronic Commerce: A Manager’s
Guide,” Addison-Wesley.
49 Kee, H. W., and Knox, R. E. (1970), “Conceptual and methodological
considerations in the study of trust and suspicion ”, Journal of Conflict
Resolution, Vol.14, PP.357~366.
50 Kini, A. and Choobineh, J. (1998), “Trust in electronic commerce: Denition and
theoretical considerations, ”IEEE Computer Society , Vol.5.
51 Kirkpatrick, D.L. (1959), “Techniques for evaluating training Programs, ”
Journal of American Society of Training Directors, Vol.13, PP.3~9,21~26.
52 Kolsaker, A Payne, C. (2002). “Engendering trust in e-commerce: a study of
gender-based concerns, ” Marketing Intelligence & Planning, Vol.20 (4),
PP.206 ~ 214.
53 Kong, W. C., and Hung, Y. T. C. (2006), “Modeling Initial and Repeat Online
Trust in B2C E-commerce. ”, Proceedings of the 39th Hawaii International
Conference on System Sciences,PP.1-10.
54 Kristensen, H. (2000), “Selective mutism and comorbidity with developmental
disorder/delay, anxiety disorder, and elimination disorder ”, Journal of the
American Academy of Child and Adolescent Psychiatry, Vol.39, No.2,
PP.249~256.
55 Kruck, S. E., Gottovi, Danny, Moghadami, Farideh, Broom, Ralph, and Forcht,
Karen A.(2002), “Protecting Personal Privacy on the Internet, ” Information
Management and Computer Security, Vol.10(2-3), PP.77~84.
56 Liang, C. J., and W. H. Wang (2006). “The Behavioural Sequence of the
Financial Services Industry in Taiwan:Service Quality, Relationship Quality
and Behavioural Loyalty. ” ,The Service Industries Journal, Vol.26(2),
PP.119-145.
57 Lichtenstein and Kirsty Williamson(2006), “Understanding Consumer Adoption
of Internet Banking: An Interpretive Study In The Austrilian Banking Context, ”
Journal of Electronic Commerce Research, Vvol. 7, No.2, PP.50~66.
58 Long-Yi Lin, Ching-Yuh Lu, (2010), “The influence of corporate image,
relationship marketing, and trust on purchase intention: the moderating effects
of word-of-mouth, ” Tourism Review, Vol. 65, No 3, PP.16 ~34.
59 Luis V. Casalo’, Carlos Flavia’n and Miguel Guinalı’u(2007), “The role
of security, privacy,usability and reputation in the velopment of online
banking, ” Online Information Review, Vol. 31, PP. 583-603.
60 Martineau, P. (1960), “ The corporate personality in Developing the corporate
image, ” (Ed.) Bristol, L. H., New York, Charles Scribner's Sons
61 Mary Jo Hatch, Majken Schultz, (2012), “ Relations between organizational
culture, identity and image, ” European Journal of Marketing, Vol. 31 , Iss: 5/6,
PP.356 - 365
62 Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995), “An integrative
model of organizational trust, ” Academy of Management Review, Vol.20,
PP.709~734.
63 Morris, M. G., and Dillon, A. (1997). “How user perceptions influence
software use, decision support systems, ” IEEE software, PP.58~65.
64 Pi Shih-Ming , Liao Hsiu-Li and Chen Hui-Min(2012), “ Factors That Affect
Consumers’ Trust and Continuous Adoption of Online Financial Services, ”
International Journel of Business Management, Vol. 7, No.9, PP.108~120.
65 Rexha, N., Kingshott, R.P.J. and Aw, A.S.S., (2003), “The impact of the
relational plan on adoption of electronic banking, ” Journal of Services
Marketing, Vol.17, No.1, PP. 53~65.
66 Reynolds, W.H. (1965). “The role of the consumer in image building. ”
California Management Review, Spring, PP.69~76.
67 Ring, P.S., and Van de Ven, A.H. (1992). “Structuring cooperative relationships
between organizations. , ” Strategic Management Journal. Vol.13, PP.483~498.


68 Robert M. Morgan and Shelby D. Hunt(1994), “The Commitment Trust
Theoryof Relationship Marketing, ” Journal of Marketing, Vol.58, No.3,
PP.20~38.
69 Roger Clarke (1999), “User Identification & Privacy Protection
Conference. ” ,Stockholm, PP.14~15.

70 Schlenker, B. R ., B. Helm, and J. T. Tedisch(1973), “The effects of personal
Situational Variables on Behavioral Trust., ” Journal of Personality and Social
Psychology, Vol.25, No.3, PP.419~427.
71 Singh, J. and D Sirdeshmukh. (2000). “Agency and Trust Mechanisms in
Consumer Satisfaction and Loyalty Judgments, ” Journal of Academy of
Marketing Science, Vol.28(11), PP.150~167.
72 Sirdeshmukh , D., Singh,J. and Sabol, B.(2002),“Consumer Trust, Value, and
Loyalty in Relational Exchanges, ” Journal of Marketing, Vol. 66, PP.15~37.
73 Smith J.B. and Barclay D.W. (1997), “The Effects of Organizational
Differences and Trust on the Effectiveness of Selling Partner Relationships, ”
Journal of Marketing, Vol.61, PP.3~21.
74 Strader, T. J., M. J Shaw. (1997). “Characteristics of electronic markets.
Decision Support Systems, ” Decision support Systems, Vol.21(3),
PP.185~198.
75 Suh, B., and Han, I. (2002), “Effect of trust on customer acceptance of Internet
banking , ” Electronic Commerce Research and Applications, No.1,
PP.247~263.
76 SeyyedJavadin R and Yazdani S (2005), “The study of affecting Factors on
customers intends to use Banking eservices (case study: SAMAN Bank) , ”
Manage. Knowledge, Vol.7, PP.45~61.
77 Vatanasombut, B., Igbaria, M., Stylianou, A. C., and Rodgers W. (2008)
“Information Systems continuance intention of web-based applications
customers: The case of online banking, ” Information and Management,
Vol.45, No.7, PP.419.
78 Venkatesh, V. and M.G. Morris. (2000), “Why don't men ever stop to ask for
directions? Gender, social influence, and their role in technology acceptance
and usage behavior, ” MIS Quarterly, Vol.24, No.1, PP.115~139.

79 Venkatesh et al.,(2003), “User Acceptance of Information Technology:
Toward a Unified view, ” Social Perspectives on HCI.


80 Wang, H., Lee, M.K.O. and Wang, C. (1998). “Consumer Privac
Concerns about Internet Marketing,” Communications of the ACM,
Vol.41, PP. 63~70.
81 Walters, C. G. (1974), Consumer Behavior: Theory and Practice, Hollywood,
Illinois: Richard D. Irwin, Inc.
82 Walton, S. D.,(1996), “American Business and Its Environment, ” New York:
Mac Milton Company
83 Worcester, R. M. (1972), Consumer market research handbook. New York,
NY: McGraw-Hill
84 Wrightsman, Lawrence S. (1972), “Social psychology in the seventies, ”
Monterey, CA: Brooks/Cole.
85 Yoon, S.J. and J.H. Kim, (2000), “An empirical validation of a loyalty model
based on expectation disconfirmation, ” J. Consumer Market., Vol.17,
PP.120~136.
86 Zeithaml Valarie A., Leonard L Berry, and A. Parasuraman(1995), “The
Behavioral Consequences of Service Quality, ” Journal of MArketing, Vol.52,
No.3 ,PP.2~22.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2018-07-05公開。
  • 同意授權瀏覽/列印電子全文服務,於2018-07-05起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信