系統識別號 | U0002-2706201623430800 |
---|---|
DOI | 10.6846/TKU.2016.00937 |
論文名稱(中文) | 行動銀行使用意願之研究-創新擴散模型觀點 |
論文名稱(英文) | An Empirical Study of Usage Intentions of Mobile Banking-a Perspective of Innovation Diffusion Model |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 國際企業學系碩士班 |
系所名稱(英文) | Master's Program, Department Of International Business |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 104 |
學期 | 2 |
出版年 | 105 |
研究生(中文) | 賴繪阡 |
研究生(英文) | Hui-Chien Lai |
學號 | 603550749 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2016-06-20 |
論文頁數 | 95頁 |
口試委員 |
指導教授
-
張俊惠
委員 - 黃志文 委員 - 林江峰 |
關鍵字(中) |
網路銀行 行動銀行 兼容性 相對優勢 態度 使用意願 創新擴散模型 |
關鍵字(英) |
Internet Banking Mobile banking Compatibility Comparative Advantage Useage Intention Innovation Diffusion Model. |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
隨著科技的日新月異,人類的生活也隨之越來越便利,網際網路的崛起帶給人類科技的新革命,不斷影響人類的生活,銀行業者為了跟上這股科技潮流,想要更加貼近人類的生活,開始研發了網路銀行,1995年,國內花旗銀行率先成立了網路銀行,國內各公民營銀行也陸續建置專屬的網站,隨著時間的發展,網路銀行對人類生活影響也越來越普及,在2008年,智慧型手機的快速發展,銀行更積極思考如何可以讓銀行的服務更加貼近人們的生活,因此,許多民營、外商銀行開始提倡『行動銀行』的服務,其中服務功能也日漸強大。根據市調網的研究調查顯示,台灣有近7成的民眾已經使用行動銀行,隨著時間的經過,消費者生活型態的改變,行動銀行的使用率大幅成長,銀行相關業者的競爭也越趨白熱化。 在競爭激烈的行動銀行市場,各家銀行該如何運用行動銀行來鞏固消費者心目中的地位,且突破自身市占率乃是銀行業者必須積極研究的重要課題。本研究認為當行動銀行與消費者的習慣、價值觀相符時,甚至當消費者認為行動銀行比網路銀行具有更多好處時,會願意使用行動銀行。在相關學者們的研究中指出兼容性以及相對優勢可以直接影響使用意願,另外也有學者們指出兼容性以及相對優勢需透過態度間接影響使用意願,本研究將針對台灣民眾對行動銀行的使用行為進行探討。本研究的目的:1.在台灣市場中,行動銀行的兼容性與相對優勢是否會顯著影響消費者願意使用行動銀行。2.探討在台灣市場中,行動銀行的兼容性與相對優勢對於消費者的使用意願影響過程中,態度所扮演的中介角色。 經過問卷回收並經數據資料分析後,本研究的結果為:1.在台灣行動銀行市場中,兼容性影響使用行動銀行的意願具有顯著的影響力。另外,行動銀行的相對優勢影響使用意願也具有顯著的影響力。2.在台灣行動銀行市場,兼容性影響使用意願過程中,可以透過態度作為中介角色。另外,在相對優勢的部分,態度具有完全中介的性質。 |
英文摘要 |
As technology advances, human’s life also becomes more convenient, the rise of the Internet to bring a new revolution in human technology, continue to affect our life, the banking industry in order to keep up with this trend of technology and want to be closer to human’s life, began the development of internet banking. In 1995, Citibank established the first domestic online banking, domestic public and private banks also have gradually build the dedicated website, Internet banking is more and more popular and impact the human’s life over time. In 2008, in case of the rapid development of smartphones, banks are thinking actively more about how you can make banking services closer to people's lives, therefore, many private and foreign banks began to advocate "mobile banking" service, which services are increasingly powerful. Investigation is shown in market research, Taiwan has nearly 70% of the population already using mobile banking, with the passage of time, mobile banking usage grow substantially and changing consumer lifestyle, bank related industry competition also increasingly intense. In the highly competitive mobile banking market, banks how to use Mobile Banking to strengthen the position of the consumers, and must to actively break through its own market share is the most important research issue for bankers. This study suggests that when the action is consistent with the bank's consumer habits, values, even when consumers will be willing to use mobile banking more when they think mobile banking has more benefits than online banking. The relevant scholarly research noted that the comparative advantage of compatibility can be directly affecting the willingness to use, in addition, some scholars have pointed out that the indirect effects of relative between advantage and compatibility required by the attitude of willingness to use, this study will focus on the behavior of the people of Taiwan on the use of mobile banking. The purpose of this study: 1. In Taiwan market, the comparative advantages of compatibility with Mobile Banking will significantly affect whether consumers are willing to use mobile banking. 2. Investigate the role of intermediary of attitude plays in Taiwan market, the comparative advantages of compatibility with Mobile Banking for the use of consumer willingness to influence the process. After questionnaires were collected and analyzed by the data, the results of this study are: 1. Mobile Banking in Taiwan market, consumers will act action to bank compatibility and have the significant impact influence. In addition, the comparative advantage of the Mobile Bank also has significant influence affect the willingness to use. 2. Mobile Banking market in Taiwan, compatibility affect the willingness process can be through the attitude as an intermediary role. In addition, the comparative advantage of the part, the attitude has completely mediated nature. According to the above findings, some suggestions have been recommended to provide the firms developing marketing strategies. First, the firm should build their brand image as a leader, make it uniqueness, and inspired their brand in order to create consumer’s perceived innovation. Second, through the satisfacation survey, the firm can know whether the brand is consistent with consumer’s expectation and maintain consumer’s staisfactation or not, so that the firm can increase the possibilities of purchase intention. |
第三語言摘要 | |
論文目次 |
目錄 Ⅰ 表目錄 III 圖目錄 V 內容 目錄 I 表目錄 III 圖目錄 V 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 5 第四節、研究範圍及對象 5 第五節、 研究流程 6 第二章 、文獻探討 7 第一節、網路銀行之定義與網路銀行發展概況 7 第二節、行動銀行之定義 11 第三節、網路銀行與行動銀行差異 15 第三節、創新擴散理論 17 第五節、態度之定義 27 第六節、使用意願之定義 28 第六節、 安全性 29 第三章、研究設計 30 第一節、本研究之觀念架構 30 第二節、變數操作性之定義與衡量 31 第三節、研究假說與建立 35 第四節、 研究設計 38 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 45 第二節、信度分析 57 第三節、結構方程式模型分析 58 第五章、結論與發現 71 第一節、研究結論 72 第二節、研究發現 74 第三節、研究限制與未來建議 77 參考文獻 78 一、中文部份 78 二、英文部份 80 附錄 研究問卷 91 表目錄 表2-1-1 網路銀行之定義彙整表 8 表2-1-2 銀行業者運用電子資訊的過程 10 表 2-2-1行動銀行之定義彙整表 12 表2-2-2 行動銀行之服務彙整表 14 表2-3-1網路銀行與行動銀行功能差異 15 表4-3-2網路銀行與行動銀行服務比較 16 表2-4-1 相對優勢相關研究 23 表2-4-2 兼容性相關研究 24 表2-4-3 複雜度相關研究 25 表2-5-1 態度之定義 27 表2-6-1 使用意願之定義 28 表3-1兼容性之構念衡量項目 31 表3-2相對優勢之構念衡量項目 32 表3-3態度之構念衡量項目 33 表3-4使用意願之構念衡量項目 34 表 3-5 研究假說彙整表 37 表3-6問卷回收情況分析表 40 表3-7整體配適度指標與理想水準 43 表4-1有無使用網路銀行的經驗 46 表4-2-1有無使用行動銀行的經驗 47 表4-2-2 平均行動銀行使用時間 48 表4-2-3使用者使用哪些銀行的行動銀行 49 表4-3 受測者性別比例 50 表4-4 受測者年齡分布 51 表4-5 受測者地區分布 52 表4-6 受測者職業分析 53 表4-7 受測者所得分析 54 表4-8 受測者網路使用年數 55 表4-9 網路平均使用時間分析 56 表4-11本研究各構念之Cronbach’s α 57 表4-12結構方程式之參數說明 60 表4-12結構方程式之參數說明(續) 61 表4-12結構方程式之參數說明(續) 62 表4-13 本研究整體配適度衡量結果 63 表4-14 基本配適度指標分析結果 65 表4-15研究模型之假說驗證與結果 66 表4-16 路徑效果分析 70 圖目錄 圖1-5 研究流程圖 7 圖2-4-1S型的創新擴散採用曲線 19 圖2-4-2 創新擴散模型 20 圖3-1本研究之觀念架構 33 圖4-1本研究整體模式之線性結構圖 64 圖4-2本研究之路徑結構關係圖 73 |
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