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    Title: 網路銀行接受度之研究-考量實體銀行使用經驗因素影響
    Authors: 張菀玲
    Chang, Wan-Ling
    Contributors: 邱志聖
    Chiou, Jyh-Shen
    張菀玲
    Chang, Wan-Ling
    Keywords: 網路銀行
    交易成本理論
    認知風險
    科技接受模式
    Date: 2004
    Issue Date: 2009-09-18 14:17:42 (UTC+8)
    Abstract: 隨著網際網路的普及以及寬頻網路的發展，線上商業活動日漸興盛，金融服務業亦然，幾乎各家銀行業者皆有提供網路銀行的服務，唯各家網路銀行所提供的服務範圍不盡相同，部分只提供帳務查詢及轉帳等，迄今服務範圍不斷擴大，包括基金買賣、理財諮詢、各項貸款、匯兌及非約定轉帳等，都能線上完成；讓消費者們在家上網，即可辦理大部分的金融業務。但即使有如此的便利性，台灣的網路銀行使用比率相較於其他歐美國家，仍是相當落後的；大部分欲辦理銀行業務者，仍選擇直接與銀行分行接洽辦理。因此本研究即欲建構一模型，探討此一現象的背後因素。
    台灣地區網路銀行幾乎皆由實體銀行設置，雖使目前用網路銀行之人口比例偏低，但大多成年人口皆有與實體銀行的來往經驗。因此本研究在探討顧客網路銀行接受度時，從實體銀行使用經驗以及網路銀行認知效果兩方面出發，欲了解其對一服務通路的評價，是否會影響顧客對新服務通路的認知。先從交易成本理論出發，研究實體銀行使用經驗中的信任、整體滿意度及資產專屬性與其對網路銀行的採用態度之關係；再以科技接受模式，探討實體銀行顧客對於網路銀行的認知效益與認知易用性，以及該兩項認知對他們採用網路銀行的態度及意願的影響為何。
    研究結果顯示，實體銀行使用經驗中的變數大多透過間接的方式影響網路銀行使用態度。信任與整體滿意度都要經由顧客對該實體銀行的資產專屬性增加，來使網路銀行使用態度趨於正面；另一方面，信任也可以間接地透過降低網路銀行的認知風險來使使用態度更正面。而實體銀行的整體滿意度對網路銀行認知風險及使用態度的直接影響皆不明確。由此可知實體銀行整體滿意度對於網路銀行接受度的影響也是較為間接的，因為兩種通路的服務特質有相當程度的差異，顧客較難將兩種服務管道的品質和使用風險聯想在一起，所以須在顧客對於該實體銀行的資產專屬感增加，至他家銀行交易的轉移成本增高後，才會產生較明顯的影響的效果。
    科技接受模式部分的假設皆得到實證結果的支持，網路銀行認知易用性與認知效益皆對使用態度有正向的影響，進而使使用意願增強。因此本研究建議網路銀行業者可以致力提高顧客對其實體銀行之資產專屬感，以及讓顧客認知網路銀行是個有保障、容易操作又有效用的交易管道，進而推展網路銀行的使用意願。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    92351022
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923510221
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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