| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh-Shen | en_US |
| dc.contributor.author (作者) | 張菀玲 | zh_TW |
| dc.contributor.author (作者) | Chang, Wan-Ling | en_US |
| dc.creator (作者) | 張菀玲 | zh_TW |
| dc.creator (作者) | Chang, Wan-Ling | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 18-九月-2009 14:17:42 (UTC+8) | - |
| dc.date.available | 18-九月-2009 14:17:42 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 14:17:42 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0923510221 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35154 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 92351022 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 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。 | zh_TW |
| dc.description.tableofcontents | 目錄摘要 1目錄 IV圖目錄 VI表目錄 VII第一章 緒論 1第一節 研究動機 1第二節 研究目的 3第三節 研究流程 5第二章 文獻探討 6第一節 交易成本理論 (TRANSACTION COST THEORY) 6第二節 信任 (TRUST) 10第三節 整體滿意度 (SATISFACTION) 11第四節 資產專屬性 (ASSET SPECIFICITY) 12第五節 認知風險 (PERCEIVED RISK) 15第六節 科技接受模式 (TECHNOLOGY ACCEPTANCE MODEL, TAM) 17第三章 研究方法架構 22第一節 研究對象 22第二節 研究假設 23第三節 各項變數的定義與衡量 32第四節 前測 35第五節 抽樣方法與問卷設計 37第六節 資料分析方法 39第七節 信度分析 39第四章 研究結果 41第一節 樣本結構 41第二節 本研究概念模型 50第三節 實証結果 55第四節 討論 58第五章 結論與建議 64第一節 結論 64第二節 實務上之建議 65第三節 理論上之貢獻 68第四節 研究限制 69第五節 後續研究建議 70參考文獻 71中文部分 71英文部分 72附錄：問卷 | zh_TW |
| dc.format.extent | 46702 bytes | - |
| dc.format.extent | 80068 bytes | - |
| dc.format.extent | 90128 bytes | - |
| dc.format.extent | 69279 bytes | - |
| dc.format.extent | 126650 bytes | - |
| dc.format.extent | 175001 bytes | - |
| dc.format.extent | 254982 bytes | - |
| dc.format.extent | 253050 bytes | - |
| dc.format.extent | 132348 bytes | - |
| dc.format.extent | 74610 bytes | - |
| dc.format.extent | 181744 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923510221 | en_US |
| dc.subject (關鍵詞) | 網路銀行 | zh_TW |
| dc.subject (關鍵詞) | 交易成本理論 | zh_TW |
| dc.subject (關鍵詞) | 認知風險 | zh_TW |
| dc.subject (關鍵詞) | 科技接受模式 | zh_TW |
| dc.title (題名) | 網路銀行接受度之研究-考量實體銀行使用經驗因素影響 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 邱志聖，「策略行銷分析-架構與實務應用」，智勝文化，民國九十年 | zh_TW |
| dc.relation.reference (參考文獻) | 谷雅慧，「資訊呈現方式對網路行銷廣告效果之研究-以實驗法探討WWW網路購物情境」，中央大學資訊管理研究所，民國八十五年 | zh_TW |
| dc.relation.reference (參考文獻) | 吳雅琪，「影響網路書店消費者忠誠度形成因素之研究」，政治大學國際貿易研究所碩士論文，民國九十一年 | zh_TW |
| dc.relation.reference (參考文獻) | 林師模、陳苑欽，「多變量分析-管理上的應用」，雙葉書郎，民國九十二年 | zh_TW |
| dc.relation.reference (參考文獻) | 郭欣惠，「以交易成本理論探討顧客滿意與忠誠度之關係-舉入口網站及ISP市場為例」，政治大學國際貿易研究所碩士論文，民國九十年 | zh_TW |
| dc.relation.reference (參考文獻) | 張宗彬，「網路銀行認知風險與使用意願之研究」，大葉大學資訊管理研究所碩士論文，民國九十一年 | zh_TW |
| dc.relation.reference (參考文獻) | 張漢宜，「歐、美、日線上金融風-連Sony也開網路銀行」，e天下雜誌，民國九十三年四月 | zh_TW |
| dc.relation.reference (參考文獻) | 盧志敏，「網路銀行的發展與影響」，中央銀行季刊第二十三卷第一期，民國九十年 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | Ajzen, I.; and Fishbein, M. (1980), “Understanding attitudes and predicting social behavior.”, Englewood Cliffs, NJ: Prentice-Hall | zh_TW |
| dc.relation.reference (參考文獻) | Anderson, Eugene, W.; Fornell, C.; and Lehmann, Donald R. (1994), “Customer satisfaction, market share and profitability: findings from Sweden”, Journal of Marketing, 58(July), 53-66 | zh_TW |
| dc.relation.reference (參考文獻) | Buvik ,A.; and Andersen,O. (2002),”The impact of vertical coordination on ex post transaction costs in domestic and international buyer-seller relationships”, Journal of International Marketing, 10(1), 1-24 | zh_TW |
| dc.relation.reference (參考文獻) | Bandura, A. (1982). “Self-efficacy mechanism in human agency,” American | zh_TW |
| dc.relation.reference (參考文獻) | Psychologist, 37, 122-147. | zh_TW |
| dc.relation.reference (參考文獻) | Bauer, Raymond A. (1960), “Orthogonal Main-Effects Plans for Asymmetrical Factorial Experiments,” Technometrics, 4 (February), 21-46 | zh_TW |
| dc.relation.reference (參考文獻) | Biswas, D; and Biswas, A (2004), “The diagnostic role of signals in the context of perceived risks in online shopping: do signals matter more on the web”, Journal of Interactive Marketing, 18(3), 30-45 | zh_TW |
| dc.relation.reference (參考文獻) | Baird; Inga Skromme; and Thomas, H. (1985), “Toward a contingency model of strategic risk taking”, Academy of Management, 10(2), 230-246 | zh_TW |
| dc.relation.reference (參考文獻) | Black, N.J.; Lockett A.; Winklhofer H.; and Ennew C. (2001), “The adoption of internet financial services: A qualitative study”, International Journal of Retail & Distribution Management； 29(8/9), 390-398 | zh_TW |
| dc.relation.reference (參考文獻) | Bagozzi, Richard P (1982), “A field investigation of causal relations among cognitions, affect, intentions and behavior”, Journal of Marketing Research, 19(4), 562-583 | zh_TW |
| dc.relation.reference (參考文獻) | Cox, Donald F., ed. (1967), Risk Taking and Information Handling in Consumer Behavior, Cambridge, MA: Harvard University Press | zh_TW |
| dc.relation.reference (參考文獻) | Cardozo, Richard N (1965), “An experimental study of customer effort, expectation, and satisfaction”, Journal of Marketing Research, 2(3), 244-249 | zh_TW |
| dc.relation.reference (參考文獻) | Chiou, Jyh-Shen; Droge, C.; and Hanvanich, S. (2002), “Does customer knowledge affect how loyalty is formed”, Journal of Service Research, 5(2),113-124 | zh_TW |
| dc.relation.reference (參考文獻) | Dowling, Grahame R; and Staelin, Richard (1994), “A model of perceived risk and intended risk-handling activity”, Journal of Consumer Research, 21(1), 119-134 | zh_TW |
| dc.relation.reference (參考文獻) | Forsythe, Sandra M.; and Bo Shi (2003), “Consumer patronage and risk perceptions in internet shopping”, Journal of Business Research, 56, 867-875 | zh_TW |
| dc.relation.reference (參考文獻) | Heide, Jan B.; and John, G. (1988),”The role of dependence balancing in safeguarding transaction-specific assets in conventional channels”, | zh_TW |
| dc.relation.reference (參考文獻) | Journal of Marketing, 52(1), 20-35 | zh_TW |
| dc.relation.reference (參考文獻) | Hoffman, D.L.; Novak, T.P.; and Peralta M.(1999), “Building consumer trust online”. Communications of the ACM, 42(4), 80-85 | zh_TW |
| dc.relation.reference (參考文獻) | Hu, P.J.; Patrick Y K Chau; Olivia R Liu Sheng; and Kar Yan Tam (1999), “Examining the technology acceptance model using physician acceptance of telemedicine technology”, Journal of Management Information Systems, 16(2) , 91-112 | zh_TW |
| dc.relation.reference (參考文獻) | Jackson,Cynthia M.; Chow,S.; and Leitch Robert A. (1997) | zh_TW |
| dc.relation.reference (參考文獻) | “Toward an understanding of the behavioral intention to use an information system”, Decision Science, 28(2), 357-389 | zh_TW |
| dc.relation.reference (參考文獻) | Karahanna, E.; and Detmar, W. Straub (1998),“The psychological origins of perceived usefulness and ease of use”, Information and Management, 35(4), 237-250 | zh_TW |
| dc.relation.reference (參考文獻) | Kotler, P. (1991), Marketing management ,11th edition, New Jersey: Pearson Education, Inc. | zh_TW |
| dc.relation.reference (參考文獻) | Liebermann, Y.; and Stashevsky, S. (2002), “Perceived risks as barriers to Internet and e-commerce usage”, Qualitative Market Research, 5(4),291-300 | zh_TW |
| dc.relation.reference (參考文獻) | Morgan, R.M.; and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, 58(3), 20-38 | zh_TW |
| dc.relation.reference (參考文獻) | Mayer, Roger C.; and James H. Davis (1995), “An integrate model of organizational trust”, Academy of Management review, 20(3), 709-734 | zh_TW |
| dc.relation.reference (參考文獻) | Moorman, C.; Deshande, R.; and Zaltman, G. (1993), “Factors affecting trust in market research relationships”, Journal of Marketing, 57(1), 81-101 | zh_TW |
| dc.relation.reference (參考文獻) | Pires, G.; Stanton, J.; and Eckford, E. (2004),”Influences on the perceived risk of purchasing online”, Journal of Consumer Behavior, 4(2), 118-131 | zh_TW |
| dc.relation.reference (參考文獻) | Perry, M.; and Hamm, B.C. (1969), “Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions”, | zh_TW |
| dc.relation.reference (參考文獻) | Journal of Marketing Research , 6(3), 351-354 | zh_TW |
| dc.relation.reference (參考文獻) | Reichheld, Frederick F.; and W.E. Jr. Sasser,. (1990), “Zero defections: quality comes to services”, Harvard Business Review, 68(5), 105-111 | zh_TW |
| dc.relation.reference (參考文獻) | Roselius, Ted (1971), “Consumer Rankings of Risk Reduction Methods” | zh_TW |
| dc.relation.reference (參考文獻) | Journal of Marketing, 35(1), 56-61 | zh_TW |
| dc.relation.reference (參考文獻) | Stone, Robert N.; Gronhaug, Kjell (1993), “Perceived risk: Further considerations for the marketing discipline”, European Journal of Marketing, 27(3),39-50 | zh_TW |
| dc.relation.reference (參考文獻) | Suh, B.; and Ingoo Han(2002), “Effect of trust on customer acceptance of Internet banking”, Electronic Commerce Research and Applications,1, 247–263 | zh_TW |
| dc.relation.reference (參考文獻) | Taylor, S.; and Todd P.A. (1995), “Understanding information technology usage: A test of competing models”, Information Systems Research, 6(2), 144-176 | zh_TW |
| dc.relation.reference (參考文獻) | Williamson, Oliver E. (1975), Market and hierarchies：Analysis and anti-trust implication, NY：The free press | zh_TW |
| dc.relation.reference (參考文獻) | ------------------------- (1991), “Strategizing, economizing, and economic organization”, Strategic Management Journal, 12, Special issue, 75-94 | zh_TW |
| dc.relation.reference (參考文獻) | ------------------------- (1991), “Comparative economic organization: the analysis of discrete structural alternatives”, Administrative science quarterly, 36, 269-296 | zh_TW |
