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。

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.

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

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