 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
Items with full text/Total items : 113318/144297 (79%)
Visitors : 51057149
Online Users : 884
|
|
|
Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/138623
|
| Title: | 安全、信任與風險，為影響顧客忠誠度的鼎之三足
Three Legs of the Vessel for Customer Loyalty: Security, Risk, and Trust |
| Authors: | 林義倫
Lin, Yi-Luen
翁崇雄
Ong, Chorng-Shyong |
| Contributors: | 資博學一 |
| Keywords: | 顧客忠誠度 ;信任 ;感知安全 ;感知風險 ;網路銀行 ;預期理論 ;刺激回應理論
customer loyalty ;trust ;perceived security ;perceived risk ;internet banking ;prospect theory ;stimulus-organism-response theory |
| Date: | 2021-01 |
| Issue Date: | 2022-01-06 |
| Abstract: | 如何維繫顧客忠誠度（customer loyalty），為網路銀行持續營運之重要因子。於過去研究，已證明信任（trust）為影響顧客忠誠度的前置因子，然風險、安全亦與信任息息相關。因此，本研究試圖以整合性的觀點，提出安全風險信任（security risk trust; SRT）模型，以預期理論（prospect theory）來探討信任與安全、風險間的關係，以及上述三個因子於顧客忠誠度之效果。此外，我們試圖結合刺激回應理論（stimulus-organism-response theory），以認知基礎（cognition-based）與情感基礎（affect-based）為分類，探討何為影響顧客對網路銀行感知安全之前置因子。本研究以三所北台灣大專院校的教職員、學生進行施測，共回收188份有效問卷。研究結果證明感知安全（perceived security）為感知風險（perceived risk）、信任之前置因子。另一方面，我們亦對如何提升顧客之感知安全，提出理論與實務之見解。
Purpose-The purpose in this research is to determine (1) the relationships among trust and the other highly relevant factors: perceived security and perceived risk; (2) the effects of above three factors on customer loyalty; (3) the cognition-based and affect-based antecedents of perceived security in internet banking context. Design/methodology/approach-In this study, the prospect theory and the stimulus-organism-response theory are combined to interpret the proposed security-risk-trust model and the effects from the cognition-based, affect antecedents to security. An empirical study is accordingly conducted and the data comes from three universities in north Taiwan including 188 students and faculties. Findings-Perceived security is the major predecessor of perceived risk and trust, as well as the effects of perceived security on customer loyalty are mediated by perceived risk and trust. Moreover, all cognition-based and two affect-based antecedents are significantly related to perceived security. Research limitations/implications-Highly perceived security not only reduces perceived risk but also enhances trust in internet banking context which allows more customer loyalty. In consideration of internet banking diversities, the target could be focused on specific internet banks. In addition, the expertise of Internet or information technology could be included in the future research because it may have influence on perceived security, perceived risk, and trust. Practical implications-The management of internet banking should make mores effort to strengthen customers` perceived security by implementing the cognition-based and affect-based predecessors. Nevertheless, customers may not have sufficient IT background about information security, marketing methods as well as public information could be also taken into account to enhance their perception of security. Originality/value-An integrated research model is proposed to illustrate the relationships among perceived security, perceived risk, and trust, as well as the effects of those factors on customer loyalty. Furthermore, we distinguish the antecedents of perceived security from the cognition-based and affect-based perspectives. |
| Relation: | 中華民國資訊管理學報, Vol.28, No.1, pp.101-124 |
| Data Type: | article |
| Appears in Collections: | [資訊管理學系] 期刊論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 94.pdf | | 999Kb | Adobe PDF2 | 341 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
著作權政策宣告 Copyright Announcement1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.
2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(
nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(
nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
