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Title:	台灣消費者使用純網銀的意願分析 Analysis on the willingness of Taiwan consumers to use Internet-Only banking
Authors:	楊皓中 Yang, Hao-Chung
Contributors:	周冠男楊皓中 Yang, Hao-Chung
Keywords:	純網銀科技接受模型消費者 Internet-Only Bank echnology Acceptance Model TAM Consumer
Date:	2021
Issue Date:	2022-02-10 12:59:32 (UTC+8)
Abstract:	自民國108金管會核發三張純網銀執照後，直到民國110年年初第一家純網銀樂天銀行開始進行試營運，不同於傳統銀行，純網銀因為不具有實體營運據點，因此手機App與網路介面就成為了消費者使用純網銀系統的重要媒介。因此本研究著重於消費者在這樣的科技模式之下，透過網路問卷的方式於民國110年4月至110年5月期間透過網路問卷之方式回收79份有效的問卷進行相關研究分析，希望透過問卷的結果可以了解消費者對於純網銀系統的接受度，經分析後發現： 1. 資訊品質與認知有用性存有正面影響 2. 系統品質與認知易用性存有正面影響 3. 認知易用性與認知有用性存有正面影響 4. 認知有用性及認知易用性對態度存有正面影響 5. 態度與使用意圖存有正面影響 6. 主觀規範與使用意圖存有正面影響 7. 認知行為控制與使用意圖存有正面影響 Since the 108 Wealth Management Committee of the Republic of China issued three pure online banking licenses, it was not until the beginning of the Republic of China that the first pure online banking Rakuten Bank began its trial operation. Unlike traditional banks, pure online banking has no physical operating foundation, so mobile apps and Internet interfaces have become important media for consumers to use pure online banking systems. Therefore, this research is mainly aimed at consumers in this technology mode. From April 2021 to May 2021, consumers collected 79 valid questionnaires for relevant research and analysis. I hope that through the results of the questionnaire survey, we can understand consumers` acceptance of the pure online banking system. After analysis, we found: 1. Information quality and cognitive usefulness have a positive impact 2. System quality and cognitive ease of use have a positive impact 3. Cognitive ease of use and cognitive usefulness have a positive impact 4. Cognitive usefulness and cognitive ease of use have a positive impact on attitudes 5. Attitudes and intentions have a positive impact 6. Subjective norms and intentions have positive effects 7. Cognitive behavior control and intention to use have a positive effect
Reference:	一、中文文獻  葉賀勤(2012)。以科技接受模型探討消費者之網路銀行使用意圖，國立成功大學，企業管理研究所碩士班。  劉書蘭(2002)。消費者採用行動商務之行為研究 ─以行動銀行為例，國立雲林科技大學，資訊管理系碩士班。  李中彥(2005)。敏感性資料安全儲存與控管機制之研究-以銀行業資料存取流程為例，中國文化大學，資訊管理研究所碩士班。  張書勳、錢玉芬、林于新(2009)。以科技接受整合模式探討消費者使用購物網站之行為意圖。  劉昌佑(2012)。個人創新和知覺樂趣性對智慧型手機使用者的態度和行為意圖之影響-科技接受模型及認知評價理論之應用，國立屏東商業技術學院，國際企業研究所碩士班。  金融監督管理委員(2018)。金融監督管理委員會赴日韓考察純網路銀行發展現況報告摘要。  維基百科，https://zh.wikipedia.org/wiki/%E4%BA%92%E8%81%94%E7%BD%91  科技大觀園，https://scitechvista.nat.gov.tw/c/s2jZ.htm  信傳媒，借鏡日本》六家純網銀最慢第5年就開始獲利他們怎麼做到？https://www.cmmedia.com.tw/home/articles/13203 二、英文文獻  Sathye, M. (1999), “Adoption of Internet banking by Australian consumers: an empirical investigation”, International Journal of Bank Marketing, 17(7),Page.324-334  Shih, Y. Y., & Fang, K. (2004), The use of decomposed theory of planned behaviour to study internet banking in Taiwan. Internet Research., 14(3), 213–223.  Abdul Hamid, M. R., Amin, H., & Lada, S. (2007), A comparative analysis of Internet banking in Malaysia and Thailand. Journal of Internet Business, 4, 1–19.  Wang, Yi-Shun. (2008). Assessing e-commerce systems success: a respecification and validation of the DeLone and McLean model of IS success. Information Systems Journal, 18(5), 529-557.  Ajzen, I. (1985). From Intentions to Actions: A theory of Planned Behavior in J. Kuhl and J. Bechmann (Eds.), Action-Control: From Cognition to Behavior, (pp.11-39). Heidelberg, Spinger.  Ahn, T., Ryn, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information and Management, 44(3), 263-275.  Taylor, S., & Todd, P. (1995). Assessing IT Usage: The Role of Prior Experience. MIS Quarterly, 19(4), 561-570.
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 108932158
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108932158
Data Type:	thesis
DOI:	10.6814/NCCU202200013
Appears in Collections:	[Executive Master of Business Administration] Theses

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