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題名 個人用戶對網路銀行接受行為研究－信任與科技接受模式的整合性探討
作者 許榮洲
貢獻者 姜國輝
許榮洲
關鍵詞 網路銀行
科技接受模式
信任
理性行為模式
創新擴散理論
Internet Banking
TAM
Trust
TRA
DOI
日期 2005
上傳時間 18-Sep-2009 14:34:38 (UTC+8)
摘要 隨著網路的發展與普及，有愈來愈多人選擇使用網路來進行日常活動，而網路銀行就是一例。網路銀行具有多種的好處：對於使用者而言，它提供隨時、隨地處理財務的通道；對銀行而言，它可以降低營運成本、減輕臨櫃負擔、增加收續費收入、吸引客戶、減少客戶流失的成本與提供網路宣傳的廣告。參考美國的發展經驗，若能有效提昇網路銀行使用人口，那麼銀行將會增加可觀的獲利，因此本研究藉由探討、解釋使用者為何願意再次使用網路銀行的行為來了解現行台灣網路銀行的使用率偏低的可能原因，以利於網路銀行的推擴及策略的制定。
　　網路銀行同電子商務，表徵是科技，本質是商業。接受使用網路銀行的行為，相當於代表同時接受使用新科技與信任它－科技接受模式(TAM, Technology Acceptance Model)與信任理論需整合性探討，由於台灣過去中並沒有此類研究，因此本研究藉由移植Gefen, Karahanna et al. (2003)的整合模型至網路銀行的議題上，俾希望能夠清楚而完整地陳述與解釋使用者願意再次使用網路銀行的行為，最終有助於提高網路銀行的使用量。
　　信任理論部份採用McKnight, Larry et al. (1998)對於信任的看法，一方面是因為它整合了了各種不同學派（心理學、社會學、社會心理學、經濟學等）對於形成信任關係的解釋，另一面它以理性行為模式(TRA, Theory of Reasoned Action)的順序結構形成模式－信念、態度、意圖、行為的順序架構。而正由於科技接受模式源自於理性行為模式，因此在做適度的必要調整後，Gefen, Karahanna et al. (2003)。將之集結成一整合模式。而模式中，「信念」整合了各種「因素」的影響再對「行為意圖」造成影響，其中形成信任的因素有：計算原則的信任、體制結構的保障、境遇的正常性與熟悉性因素；而信念有：信任、認知易用與認知有用信念。由於本研究探討的議題是台灣的網路銀行，不同於探討新網路商店的被接受使用行為，因此本研究在模型移植過程中以創新擴散理論(ＤOI, Diffusion of Innovation)的配適性（Compatibility）來取代境遇正常性因素。
　　為驗證移植模式，本研究採網路問卷的方式進行資料的收集與分析，問卷的問項設計主要是來自於文獻所提供的問項，在經過適當的中文化、調整語意與試問後，最後得到9個構念共29個問項。網路問卷的訊息曝光主要有兩個管道，其一是委由優仕網獎勵其會員填答，另一則是本研究將問卷訊息公布在各大bbs站與各大入口網站的金融討論區當中。在扣除隨意作答與無效問卷後，本研究最後得有效問卷217份。而資料分析部分，除了分析人口統計資料的敘述統計量外，由於結構方程模式(SEM, Structural Equation Modeling)進行分析，能夠同時進行因素分析與路徑分析的特性，因此本研究選擇作為主要的分析方法。
在經過一系列結構方程模式的操作流程包含了模型界定、辨識、參數估計、模型契合度估計與模型修飾後，本研究得僅進行小部份的修飾的模型，由於評估問卷測量品質的測量模型的指數當中，不論信度[內部一致性信度(Chronbach’s α)亦或是建構信度]或效度[建構效度]上都表現相當優良，因此結構模型的各路徑係數的可信度與有效度相當高。
本研究在經過了各路徑的分析之後，做出了以下幾個結論：
1. 商業面的〝信任〞議題影響使用者有意願繼續使用網路銀行的影響力，較科技面的〝科技接受〞議題來得大。
2. 現行影響網路銀行使用者信任的因素，主要為計算原則的信任因素、其次為熟悉性因素；而體制結構的保障因素對信任的影響力非常小，至於配適性因素則無影響力。
3. 科技接受議題也受信任議題的影響。因此認知易用與認知有用皆受計算原則的信任與熟悉性因素間接影響。而除此之外，認知有用尚受配適性因素的直接影響，在影響力上，信任的因素所帶來的間接整體影響力上，略大於適配性因素。
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描述 碩士
國立政治大學
資訊管理研究所
91356025
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0913560251
資料類型 thesis
dc.contributor.advisor 姜國輝zh_TW
dc.contributor.author (Authors) 許榮洲zh_TW
dc.creator (作者) 許榮洲zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 18-Sep-2009 14:34:38 (UTC+8)-
dc.date.available 18-Sep-2009 14:34:38 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:34:38 (UTC+8)-
dc.identifier (Other Identifiers) G0913560251en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35260-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 91356025zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 隨著網路的發展與普及，有愈來愈多人選擇使用網路來進行日常活動，而網路銀行就是一例。網路銀行具有多種的好處：對於使用者而言，它提供隨時、隨地處理財務的通道；對銀行而言，它可以降低營運成本、減輕臨櫃負擔、增加收續費收入、吸引客戶、減少客戶流失的成本與提供網路宣傳的廣告。參考美國的發展經驗，若能有效提昇網路銀行使用人口，那麼銀行將會增加可觀的獲利，因此本研究藉由探討、解釋使用者為何願意再次使用網路銀行的行為來了解現行台灣網路銀行的使用率偏低的可能原因，以利於網路銀行的推擴及策略的制定。
　　網路銀行同電子商務，表徵是科技，本質是商業。接受使用網路銀行的行為，相當於代表同時接受使用新科技與信任它－科技接受模式(TAM, Technology Acceptance Model)與信任理論需整合性探討，由於台灣過去中並沒有此類研究，因此本研究藉由移植Gefen, Karahanna et al. (2003)的整合模型至網路銀行的議題上，俾希望能夠清楚而完整地陳述與解釋使用者願意再次使用網路銀行的行為，最終有助於提高網路銀行的使用量。
　　信任理論部份採用McKnight, Larry et al. (1998)對於信任的看法，一方面是因為它整合了了各種不同學派（心理學、社會學、社會心理學、經濟學等）對於形成信任關係的解釋，另一面它以理性行為模式(TRA, Theory of Reasoned Action)的順序結構形成模式－信念、態度、意圖、行為的順序架構。而正由於科技接受模式源自於理性行為模式，因此在做適度的必要調整後，Gefen, Karahanna et al. (2003)。將之集結成一整合模式。而模式中，「信念」整合了各種「因素」的影響再對「行為意圖」造成影響，其中形成信任的因素有：計算原則的信任、體制結構的保障、境遇的正常性與熟悉性因素；而信念有：信任、認知易用與認知有用信念。由於本研究探討的議題是台灣的網路銀行，不同於探討新網路商店的被接受使用行為，因此本研究在模型移植過程中以創新擴散理論(ＤOI, Diffusion of Innovation)的配適性（Compatibility）來取代境遇正常性因素。
　　為驗證移植模式，本研究採網路問卷的方式進行資料的收集與分析，問卷的問項設計主要是來自於文獻所提供的問項，在經過適當的中文化、調整語意與試問後，最後得到9個構念共29個問項。網路問卷的訊息曝光主要有兩個管道，其一是委由優仕網獎勵其會員填答，另一則是本研究將問卷訊息公布在各大bbs站與各大入口網站的金融討論區當中。在扣除隨意作答與無效問卷後，本研究最後得有效問卷217份。而資料分析部分，除了分析人口統計資料的敘述統計量外，由於結構方程模式(SEM, Structural Equation Modeling)進行分析，能夠同時進行因素分析與路徑分析的特性，因此本研究選擇作為主要的分析方法。
在經過一系列結構方程模式的操作流程包含了模型界定、辨識、參數估計、模型契合度估計與模型修飾後，本研究得僅進行小部份的修飾的模型，由於評估問卷測量品質的測量模型的指數當中，不論信度[內部一致性信度(Chronbach’s α)亦或是建構信度]或效度[建構效度]上都表現相當優良，因此結構模型的各路徑係數的可信度與有效度相當高。
本研究在經過了各路徑的分析之後，做出了以下幾個結論：
1. 商業面的〝信任〞議題影響使用者有意願繼續使用網路銀行的影響力，較科技面的〝科技接受〞議題來得大。
2. 現行影響網路銀行使用者信任的因素，主要為計算原則的信任因素、其次為熟悉性因素；而體制結構的保障因素對信任的影響力非常小，至於配適性因素則無影響力。
3. 科技接受議題也受信任議題的影響。因此認知易用與認知有用皆受計算原則的信任與熟悉性因素間接影響。而除此之外，認知有用尚受配適性因素的直接影響，在影響力上，信任的因素所帶來的間接整體影響力上，略大於適配性因素。		zh_TW
dc.description.tableofcontents 第一章　序論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的與研究問題 5
1.4 研究範圍 6
1.5 研究流程 7
第二章 理論基礎與相關文獻探討 9
2.1 網路銀行在台灣的現況 9
2.2 科技接受模式 19
2.3 信任理論 25
2.4 結合科技接受模式與信任理論 36
2.5 創新擴散理論應用於創新科技被採用的研究 45
2.6 文獻回顧總結 49
第三章 研究設計與實施 51
3.1 研究架構 51
3.2 研究構念定義與相關假設 53
3.3 研究設計 56
3.4　資料分析工具 65
第四章 資料處理與討論 76
4.1 樣本基本資料統計 76
4.2 結構方程模式 80
4.3 小結 104
第五章 結論與建議 107
5.1 結論 107
5.2 研究貢獻 115
5.3 研究限制 117
5.4 未來研究方向 119
參考書目 121
附錄A 國內本國銀行及外商銀行網路銀行的網址 131
附錄B Lisrel矩陣報表整理 133
附錄C 問卷 136






圖目錄
圖1.1 研究流程 8
圖2.1 電子銀行的範疇 9
圖2.2 理性行為模式與科技接受行為模式 19
圖2.3 TRA與TAM比較圖(本研究編繪) 24
圖2.4 信任的基本架構[譯自Mayer, Davis et al. (1995)] 26
圖2.5 初始信任的架構[譯自McKnight, Larry et al. (1998)] 31
圖2.6 信任構念內化圖 32
圖2.7 應用於網路購物的信任與科技接受模式的整合性架構[Gefen, Karahanna et al. (2003)] 39
圖3.1 研究架構 51
圖3.2 問卷填答流程 63
圖3.3 結構方程模式的基本程序 66
圖3.4 結構方程模式圖形模式介紹[本研究整理繪編] 68
圖3.5 經模型界定後的研究架構圖 69
圖3.6 本研究結構方程模式分析執行程序 75
圖4.1 修正模式 83
圖4.2 QQplot 86
圖4.3 構念路徑與效應圖 99


表目錄
表1.1 網路銀行接受度研究文獻 5
表2.1 台灣網路銀行發展歷程 12
表2.2 網路銀行服務範疇整理表 15
表2.3 網路銀行服務範疇整理表(續) 16
表2.4 國內本國銀行與重要外商銀行網路銀行功能整理表 17
表2.5 國內本國銀行與重要外商銀行網路銀行功能整理表(續) 18
表3.1 Lisrel的矩陣設定 70
表4.1 樣本基本資料統計 78
表4.2 原始模式配適指標 81
表4.3 修飾過程模型的配適指標 82
表4.4 比較原始模式與修正模式的配適指標 84
表4.6 標準化殘差莖葉圖 85
表4.7 Β係數矩陣 87
表4.8 Γ係數矩陣 87
表4.9 內部一致性信度(Chronbach’s α) 88
表4.10 問項、構念與問卷的建構信度表 89
表4.11 構念(內衍潛在變項)解釋問項的無截距項簡單迴歸係數( )表 91
表4.12 構念(外衍)潛在變項解釋問項的無截距項簡單迴歸係數( )表 92
表4.13 區別效度矩陣 93
表4.14 因素分數迴歸(Factor Score Regressions)表之一 94
表4.16 路徑關係中內衍潛在變項的判定係數( ) 96
表4.17 假設檢定整理 99
表5.1 本研究模型與參照模型驗證結果的差異表 112
表5.2 網路調查研究論文與公信機構網路研究調查在人口結構上的差異表 114		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0913560251en_US
dc.subject (關鍵詞) 網路銀行zh_TW
dc.subject (關鍵詞) 科技接受模式zh_TW
dc.subject (關鍵詞) 信任zh_TW
dc.subject (關鍵詞) 理性行為模式zh_TW
dc.subject (關鍵詞) 創新擴散理論zh_TW
dc.subject (關鍵詞) Internet Bankingen_US
dc.subject (關鍵詞) TAMen_US
dc.subject (關鍵詞) Trusten_US
dc.subject (關鍵詞) TRAen_US
dc.subject (關鍵詞) DOIen_US
dc.title (題名) 個人用戶對網路銀行接受行為研究－信任與科技接受模式的整合性探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文zh_TW
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