安全、信任與風險，為影響顧客忠誠度的鼎之三足

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.