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| Title: | 影響純網路銀行採用意願之關鍵因素－以科技、個人、環境觀點
Critical Factors of Consumer`s Adoption Intention on Virtual Banking：A Technological–Personal–Environmental Perspective |
| Authors: | 嚴昱婷
Yen, Yu-Ting |
| Contributors: | 洪為璽
Hung, Wei-Hsi
嚴昱婷
Yen, Yu-Ting |
| Keywords: | 純網路銀行
科技接受模型3
認知風險
Virtual banking
TPE
Acceptance model 3
Risk perception |
| Date: | 2020 |
| Issue Date: | 2020-08-03 18:42:14 (UTC+8) |
| Abstract: | 網路銀行的發展打破了傳統實體銀行在分行空間及營業時間上的限制，使消費者不須出門且在任何時間點，皆可透過網路來獲取日常所需的金融服務，而台灣也在近年跟進，開始投入純網路銀行的建置及佈局，而純網路銀行與網路銀行最大的差異在於，純網路銀行沒有實體分行的設置，雖然其提供的金融服務與傳統銀行無異，但沒有營業人員的服務協助以及從開戶到交易操作全都必須在線上完成等因素，皆可能是消費者對於是否採用新型態銀行服務的一大考量。對於台灣國內來說，純網路銀行仍是一個新的概念，因此本研究從科技、個人、環境構面，以科技接受模式3及認知風險，來探討影響消費者對純網路銀行採用意願的關鍵因素。
透過問卷調查與分析，本研究發現：1)科技構面中，輸出品質、成果展現及客觀使用對採用意願皆具顯著相關，其中輸出品質最具影響力且相關性最大，為採用意願之關鍵因素。2)個人構面中，電腦自我效能、電腦焦慮、財務風險、時間/便利風險及隱私風險對採用意願皆具顯著相關，其中電腦焦慮及隱私風險與採用意願的相關性最大，為影響之關鍵因素。3)環境構面中，主觀規範及知覺外部控制對採用意願皆具顯著相關，其中知覺外部控制最具影響力且相關性最大，為採用意願之關鍵因素。
The development of online banking has extended the boundaries of physical banks. Consumers can get financial service via Internet at anytime and anywhere. Taiwan has also followed up the trend in recent years, and invested in the development of virtual banking initiatives. The biggest difference between virtual banking and online banking is that virtual banking has no any physical branch. In regard to financial services, the virtual banking is with no different from traditional banks; yet, the lack of service assistance from staff could be a major consideration of consumer`s adoption intention on virtual banking. In Taiwan, virtual banking is still a new concept, so this research tends to explore the critical factors of consumer`s adoption intention on virtual banking from technology, personal, and environmental aspects as well as acceptance model 3 and risk perception theory.
Based on the survey method, this study found: 1. In the technology aspect, output quality, result demonstrability and objective usability are all significantly related to the adoption intention. And output quality is the most influential and the most relevant to the adoption intention, which is also the critical factor. 2. In the personal aspect, computer self-efficacy, computer anxiety, financial risk, time/convenience risk and privacy risk are all significantly related to the adoption intention. Computer anxiety and privacy risk are the most relevant to the adoption intention. 3. In the environmental aspect, subjective norm and perceptions of external control are significantly related to the adoption intention. Perceptions of external control is the most influential and the most relevant to the adoption intention. Perceptions of external control is also the critical factors of consumer`s adoption intention on virtual banking. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363030 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363030 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000670 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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