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題名 影響民眾使用行動銀行之關鍵因素探討
A Study of Key Factors Affecting Consumers’ Intention to Use Mobile Banking
作者 譚嘉玲
貢獻者 張愛華<br>李嘉林
譚嘉玲
關鍵詞 行動銀行
創新擴散理論
加值服務
移轉障礙
正向口碑
日期 2015
上傳時間 17-Aug-2015 14:04:18 (UTC+8)
摘要 本論文之研究目的為找出影響民眾使用行動銀行使用意願的關鍵因素。本研究之研究模型以創新擴散理論為基礎架構，同時納入加值服務、移轉障礙、品牌熟悉度、信任以及服務品質，用以探討民眾使用行動銀行的態度以及意願。本研究並將所提出之研究模型進行實證分析，研究對象為台灣地區的民眾，包括實際以及具高度潛力的行動銀行未來使用者，共回收730份有效問卷，其中446份有行動銀行使用經驗，另外284份則無。本研究模型變數包含相對優越性、複雜性、相容性、加值服務、人際關係、轉換成本、替代方案吸引力、品牌熟悉度、信任、服務品質、態度、使用意願以及正向口碑。本研究使用LISREL 8.7進行結構方程模式分析，將回收之樣本依照行動銀行使用經驗的有無個別分析其結果，分析結果顯示，針對有行動銀行使用經驗的民眾，相對優越性、加值服務、信任、服務品質與民眾對於行動銀行的態度呈現顯著正相關；而轉換成本則對民眾對於行動銀行的態度呈現顯著負相關；此外，民眾對於行動銀行之態度也與其使用意願有顯著正相關，民眾的使用意願更與其正向口碑有顯著正相關。針對沒有行動銀行使用經驗的民眾，相容性、加值服務與民眾對於行動銀行的態度呈現顯著正相關；而人際關係與替代方案吸引力則對民眾對於行動銀行的態度呈現顯著負相關；此外，民眾對於行動銀行之態度也與其使用意願有顯著正相關。 不同於以往的研究，本研究針對台灣地區之行動銀行應用程式進行討論，並且納入了許多從未被應用在行動銀行的因素，包含加值服務、移轉障礙、正向口碑等變數，是一篇十分創新的研究。本研究之研究結果可作為日後學術研究之參考，亦可作為銀行推廣行動銀行時的實務參考。
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描述 碩士
國立政治大學
企業管理研究所
102363030
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102363030
資料類型 thesis
dc.contributor.advisor 張愛華<br>李嘉林zh_TW
dc.contributor.author (Authors) 譚嘉玲zh_TW
dc.creator (作者) 譚嘉玲zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 17-Aug-2015 14:04:18 (UTC+8)-
dc.date.available 17-Aug-2015 14:04:18 (UTC+8)-
dc.date.issued (上傳時間) 17-Aug-2015 14:04:18 (UTC+8)-
dc.identifier (Other Identifiers) G0102363030en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77534-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 102363030zh_TW
dc.description.abstract (摘要) 本論文之研究目的為找出影響民眾使用行動銀行使用意願的關鍵因素。本研究之研究模型以創新擴散理論為基礎架構，同時納入加值服務、移轉障礙、品牌熟悉度、信任以及服務品質，用以探討民眾使用行動銀行的態度以及意願。本研究並將所提出之研究模型進行實證分析，研究對象為台灣地區的民眾，包括實際以及具高度潛力的行動銀行未來使用者，共回收730份有效問卷，其中446份有行動銀行使用經驗，另外284份則無。本研究模型變數包含相對優越性、複雜性、相容性、加值服務、人際關係、轉換成本、替代方案吸引力、品牌熟悉度、信任、服務品質、態度、使用意願以及正向口碑。本研究使用LISREL 8.7進行結構方程模式分析，將回收之樣本依照行動銀行使用經驗的有無個別分析其結果，分析結果顯示，針對有行動銀行使用經驗的民眾，相對優越性、加值服務、信任、服務品質與民眾對於行動銀行的態度呈現顯著正相關；而轉換成本則對民眾對於行動銀行的態度呈現顯著負相關；此外，民眾對於行動銀行之態度也與其使用意願有顯著正相關，民眾的使用意願更與其正向口碑有顯著正相關。針對沒有行動銀行使用經驗的民眾，相容性、加值服務與民眾對於行動銀行的態度呈現顯著正相關；而人際關係與替代方案吸引力則對民眾對於行動銀行的態度呈現顯著負相關；此外，民眾對於行動銀行之態度也與其使用意願有顯著正相關。 不同於以往的研究，本研究針對台灣地區之行動銀行應用程式進行討論，並且納入了許多從未被應用在行動銀行的因素，包含加值服務、移轉障礙、正向口碑等變數，是一篇十分創新的研究。本研究之研究結果可作為日後學術研究之參考，亦可作為銀行推廣行動銀行時的實務參考。zh_TW
dc.description.tableofcontents 第一章 緒論.................................................................................................................. 1
第一節 研究背景與研究動機.............................................................................. 1
第二節 研究目的與研究問題.............................................................................. 6
第三節 研究範圍.................................................................................................. 7
第四節 研究流程與步驟...................................................................................... 8
第二章 文獻探討.......................................................................................................... 9
第一節 行動銀行.................................................................................................. 9
第二節 文獻回顧................................................................................................ 11
第三節 研究理論與變數.................................................................................... 13
第三章 研究方法........................................................................................................ 22
第一節 研究觀念架構........................................................................................ 22
第二節 研究假說之發展.................................................................................... 23
第三節 研究變數的定義與衡量........................................................................ 29
第四節 問卷之發展與測試................................................................................ 32
第五節 資料蒐集方法........................................................................................ 34
第六節 資料分析方法........................................................................................ 35
第四章 資料分析與結果............................................................................................ 36
第一節 樣本特性之敘述性統計分析................................................................ 36
第二節 行動銀行與往來銀行使用情形之敘述性統計.................................. 39
第三節 信度與組成信度.................................................................................... 41
第四節 效度........................................................................................................ 43
第五節 假說檢驗結果........................................................................................ 49
第五章 結論與建議.................................................................................................... 52
第一節 研究結論................................................................................................ 52
第二節 研究貢獻................................................................................................ 57
第三節 研究限制................................................................................................ 60
第四節 未來研究方向........................................................................................ 61
參考文獻...................................................................................................................... 63
附錄.............................................................................................................................. 74		zh_TW
dc.format.extent 1312167 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102363030en_US
dc.subject (關鍵詞) 行動銀行zh_TW
dc.subject (關鍵詞) 創新擴散理論zh_TW
dc.subject (關鍵詞) 加值服務zh_TW
dc.subject (關鍵詞) 移轉障礙zh_TW
dc.subject (關鍵詞) 正向口碑zh_TW
dc.title (題名) 影響民眾使用行動銀行之關鍵因素探討zh_TW
dc.title (題名) A Study of Key Factors Affecting Consumers’ Intention to Use Mobile Bankingen_US
dc.type (資料類型) thesisen
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