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| Title: | 消費者對於傳統銀行、純網銀、元宇宙銀行的網銀之採用因素調查
Consumer Adoption of Digital Banking Service across Physical, Online, and Metaverse Banks |
| Authors: | 盧德恩
Lu, Teh-Eng |
| Contributors: | 朴星俊
Park, Sungjun
盧德恩
Lu, Teh-Eng |
| Keywords: | 網上銀行
信任
TAM
TAM
Digital Banking
Trust |
| Date: | 2023 |
| Issue Date: | 2023-07-06 16:52:58 (UTC+8) |
| Abstract: | 在過去十年中，由於其便利性、觸及容易度和成本效益，使用網上銀行的消費者數量迅速增長。通過網上銀行，客戶可以通過幾個簡單的點擊執行各種金融任務，例如查詢帳戶餘額、在帳戶之間轉賬、支付賬單以及申請貸款或信用卡。現在，不只有傳統的實體銀行可以提供網上銀行服務。新型銀行，例如純網上銀行和虛擬世界銀行也進入市場，使市場變得更加競爭。對於實體銀行的管理者來說，找到能與這些競爭對手競爭的方法非常重要。由於信任在網上銀行的採用中發揮著重要的作用，因此本論文旨在找出消費者對不同類型銀行信任程度的差異以及影響消費者在網路銀行信任的因素，進而促使這些消費者採用該服務。我通過在延伸的科技接受模型(TAM)中添加了隱私擔憂和與生活方式相容性等變數，作為信任的前導因素，才測試是否對採用行為有所影響。我使用回歸分析來測試這些變數之間的關係。然後，我進行了一個變異數分析（ANOVA）和事後分析，以檢驗消費者在不同類型銀行之間的信任水平是否存在明顯差異。結果顯示，消費者對於實體與網上銀行之間的信任水平相同，並且相對於元宇宙銀行更加信任這兩種類型的銀行。此外，隱私擔憂對信任有負面影響，與生活方式相容性對信任有正面影響，而信任確實對採用意向有正面影響。
The convenience, accessibility, and affordability of digital banking have contributed to its rapid growth in popularity over the past ten years. Customers can easily check account balances, move money between accounts, pay bills, apply for loans, or credit cards, and other financial operations with the help of digital banking. These days, digital banking services are not just available from traditional click-and-mortar institutions. With the entry of new bank types including online-only banks and metaverse banks, the market is now more competitive than ever. It is crucial that management of click-and-mortar banks find a means to compete with these rivals. Since trust is crucial to the adoption of online banking, this thesis seeks to identify the differences in consumer trust levels toward various bank types and the variables that influence consumer trust in digital banking that may ultimately result in adoption. I adopted an extended TAM model by adding constructs including privacy concern and compatibility with lifestyle as antecedents of trust that may later lead to adoption and used a regression analysis to test the relationship between constructs. Afterwards, I conducted an ANOVA and post-hoc analysis to test whether there is a clear difference between consumers’ trust levels between the different types of banks. The results show us that consumers show the same levels of trust between a click-and-mortar bank and an online only bank, trusting these two types of banks more than a metaverse bank. Also, privacy concern has a negative effect on trust, compatibility with lifestyle has a positive effect on trust, and trust indeed has a positive effect on adoption intention. |
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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)
109363070 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363070 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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