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系統識別號 U0002-2006201320253900
中文論文名稱 網銀形象、知覺易用性與知覺有用性對網銀態度及網銀使用意圖影響之研究-以使用經驗作為干擾變數
英文論文名稱 A Study of The Impact of Image and Perceived Ease of Use and Perceived Usefulness Toward Attitude and Usage Intention of Online Banking-Using Expericence as Moderating Variables.
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士在職專班
系所名稱(英) Executive Master's Program Of Business Administration (EMBA) In International Busines
學年度 101
學期 2
出版年 102
研究生中文姓名 王琬怡
研究生英文姓名 Wang-Yi Wang
學號 700550063
學位類別 碩士
語文別 中文
口試日期 2013-05-31
論文頁數 146頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-洪正興
中文關鍵字 網路銀行  技術接受模型  形象  使用意圖 
英文關鍵字 Online Banking  Technology Acceptance Model  Image  Intention to Use 
學科別分類
中文摘要   近年來,隨著網際網路的快速成長,逐漸改變了企業的競爭策略以及消費者的交易方式。根據財團法人台灣網路資訊中心所公佈的資料所示,「台灣上網總人口數」約佔全國總人口數68.57%。另外根據行政院研考會所公佈的資料所示,台灣地區曾經使用網路銀行的比例約為31.1%。由上述資料可知,在國人使用網際網路十分普及的情況下,消費者使用網路銀行的比例仍然相對偏低。因此,對銀行業者而言,了解消費者對於網銀態度與使用意圖為何,並以不同的網銀使用經驗作為區隔,以對消費者進行有效的行銷溝通方式,是銀行業者推動網銀的主要關鍵。故本研究將探討台灣地區網路銀行市場相關的消費者行為。
  本研究以網銀形象、TAM模型中的知覺易用性與知覺有用性探討對網銀態度與網銀使用意圖的影響,並以使用經驗作為干擾變數。研究對象以大台北地區的民眾為主,問卷以人員紙本問卷以及網路問卷型式發放,並使用SPSS12.0版以及LISREL8.7版作為資料分析工具。
  本研究使用結構方程模式來進行分析,並得出以下結論:
一、在台灣的網銀市場,網銀形象與知覺易用性皆會透過網銀態度影響網銀使用意圖。
二、在台灣的網銀市場,知覺易用性與知覺有用性會直接或間接影響網銀態度與網銀使用意圖。
三、在台灣的網銀市場,網銀形象僅能經由網銀態度影響網銀使用意圖。
英文摘要   In recent years﹐the rapid growth of the internet has gradually changed companies competitive strategies and consumers transaction methods﹒According to published data from Taiwan Network Information Center (TWNIC)﹐it shows that 68.57% of whole population in Taiwan use the internet regularly﹒Also﹐according to the data from Research﹐Development and Evaluation Commission﹐Executive Yuan﹐it shows that 31.1% of whole population in Taiwan have ever used online banking systems﹒From the data above﹐we can see that even though it is very common for people in Taiwan to use the internet﹐the percentage of using online banking systems is still relatively low﹒Therefore﹐for banking industry﹐being able to understand consumers' attitudes and their intentions toward using online banking systems-use different online banking experiences as our segmentation﹐and have effective marketing communication strategies is the key to promote online banking systems for banks﹒Therefore﹐in this study﹐we will research more information about online banking market related consumers behaviors in Taiwan﹒
  In this study﹐we use the image of online banking and perceived usefulness and perceived ease of use in TAM model to further study consumers’ attitudes toward online banking and consumers’ intentions to use online banking systems-use online banking experiences as our moderating variables﹒Our target group is the people who live in Taipei areas﹒We apply paper questionnaire and online questionnaire methods to collect our data and use SPSS12.0 version and LISREL8.7 version as our tools to analyze our collected data﹒
  In this study﹐we use structural equation model to analyze our data and the conclusions are as follows:
1.In Taiwan’s online banking market﹐the image of online banking and perceived ease of use do influence consumers’ attitudes toward online banking and their intentions to use online banking systems﹒
2.In Taiwan’s online banking market﹐perceived usefulness and perceived ease of use will have direct or indirect influences on consumers’ attitudes toward online banking and consumers’ intentions to use online banking systems﹒
3.In Taiwan’s online banking market﹐the image of online banking systems only have influences on consumers’ intentions to use online banking systems﹒
論文目次 目錄 I
表目錄 III
圖目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍與研究對象 7
第五節 研究流程 8
第二章 文獻探討 9
第一節 網路銀行 9
第二節 技術接受模型 19
第三節 企業形象 27
第三章 研究方法 33
第一節 觀念架構 33
第二節 研究假說 35
第三節 研究變數與操作性定義 39
第四節 研究設計 45
第五節 資料分析方法 47
第四章 資料分析與結果 52
第一節 敘述性統計分析 52
第二節 信度分析 80
第三節 結構方程模式分析 86
第五章 研究結論與發現 116
第一節 研究結論 116
第二節 研究發現 118
參考文獻 124
附錄 研究問卷 140

表目錄
表2-1 網銀服務功能彙整表 11
表2-2 我國網銀演進時程表 14
表2-3 企業形象定義 28
表2-4 銀行形象構面 29
表3-1 研究假說彙整表 38
表3-2 知覺易用性之操作性定義與衡量題項 39
表3-3 知覺有用性之操作性定義與衡量題項 40
表3-4 網銀形象之操作性定義與衡量題項 41
表3-5 網銀態度之操作性定義與衡量題項 42
表3-6 網銀使用意圖之操作性定義與衡量題項 43
表3-7 不同程度的使用經驗族群之操作性定義與衡量題項 44
表3-8 問卷回收情況分析表 46
表3-9 Cronbach’s α值與信度 48
表3-10 SEM常用之參數說明 49
表3-11 整體配適度指標與理想準則 51
表4-1 性別分布情形 53
表4-2 年齡分布情形 54
表4-3 婚姻狀況分布情形 57
表4-4 居住地區分布情形 58
表4-5 教育程度分布情形 60
表4-6 職業別分布情形 62
表4-7 平均月收入分布情形 65
表4-8 網銀申請家數 68
表4-9 網銀的使用年資 68
表4-10 每月網銀使用天數 69
表4-11 每次使用網銀時間 71
表4-12 主要使用網銀的服務項目(可複選至3項) 72
表4-13 最主要使用的網銀 75
表4-14 不使用網銀的原因(可複選至3項) 77
表4-15 何種情況下會考慮使用網銀 79
表4-16 各構面之相關係數與Cronbach’s α值 81
表4-17 線性結構方程式之參數說明 88
表4-18 整體配適度衡量結果 92
表4-19 「整體樣本」之基本配適度衡量結果 95
表4-20 「資深使用者」之基本配適度衡量結果 96
表4-21 「資淺使用者」之基本配適度衡量結果 97
表4-22 「無使用網銀者」之基本配適度衡量結果 98
表4-23 「整體樣本」之模型研究假說與驗證結果 100
表4-24 「資深使用者」之模型研究假說與驗證結果 103
表4-25 「資淺使用者」之模型研究假說與驗證結果 106
表4-26 「無使用網銀者」之模型研究假說與驗證結果 109
表4-27 「整體樣本」之路徑效果分析 112
表4-28 「資深使用者」之路徑效果分析 113
表4-29 「資淺使用者」之路徑效果分析 114
表4-30 「無使用網銀者」之路徑效果分析 115

圖目錄
圖1-1 研究流程 8
圖2-1 TRA架構圖 20
圖2-2 TAM模型架構圖 22
圖3-1 本研究觀念架構圖 34
圖4-1 本研究之線性結構關係圖 87
圖4-2 「整體樣本」之線性結構路徑關係圖 102
圖4-3 「資深使用者」之線性結構路徑關係圖 105
圖4-4 「資淺使用者」之線性結構路徑關係圖 108
圖4-5 「無使用網銀者」之線性結構路徑關係圖 111

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三、網路部分
林姿吟(2013),「展望2013電商新契機 前進國際市場瞄準老外」,電子商務時報,2013年1月20日,http://www.ectimes.org.tw/Shownews.aspx?id=130120114558。
全國法規資料庫網站,http://law.moj.gov.tw/Index.aspx﹒
中央銀行統計資料庫網站,http://www.pxweb.cbc.gov.tw/dialog/statfile9.asp﹒
財團法人台灣網路資訊中心網站,http://www.twnic.net.tw/index3.php﹒
內政部戶政司人口統計資料庫網站,http://www.ris.gov.tw/zh_TW/346﹒
金融監督管理委員會銀行局,全國法規全文檢索查詢系統網站,http://law.banking.gov.tw/Chi/FINT/FINTQRY04.asp?N2=&sdate=19990501&edate=19990531&keyword=&datatype=etypeadmin&typeid=*&page=1&recordNo=5﹒
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