不同群体网上银行使用意向影响因素的比较研究

重庆大学硕士学位论文不同群体网上银行使用意向影响因素的比较研究姓名：杨霖华申请学位级别：硕士专业：技术经济及管理指导教师：邵兵家20060401ILISREL8.7SPSSIIABSTRACTInternettechnologyhasbroughtgreatchangestofinancialindustry.InternetBanking(IB)canprovidepotentialbenefitsforbanksincludingloweroperationalcost,moreconvenientinteractionswithcustomers,andtheprovisionofvalue-addedservices.Forcustomers,IBallowsforconvenientaccesstoavarietyofbankingserviceswithoutthelimitationoftimesandspaces.ThemarketcapacityofIBishuge,butcompetitionalsoexists.It’snecessarytolearnaboutthefactorsthatinfluencecustomers’intentiontoadoptIBandestablishpropermarketingstrategy.Theoreticalanalysisandempiricalresearchweredoneinthispaper.AresearchframeworkwasdevelopedbasedontheTechnologyAcceptanceModel(TAM).Perceivedrisk,trustintheelectronicchannel,structuralassurance,andcomputerself-efficacywereintroducedintoTAMforthecharacteristicsofIB.Bankcustomersweredividedintotwogroups:incumbentsanduniversitymen.StructuralEquationModelingwasemployedusingLISREL8.7toempiricallyidentifyfactorsthatinfluencedifferentgroups’adoptionofIB.FrequenciesanalysiswasdoneusingSPSSonhowcustomersknowIB,whatisthepercentageofeachfunctionused,andwhatarethereasonsofusingIBornot.Atlast,suggestionsweregivenaboutthemarketsubdivision,advertisingstratiegy,structuralassurances,andwebsitedesignofIB.StructuralEquationModelingrevealsthattherearesomedifferencesinthefactorsthatinfluencetheintentiontoadoptIBbetweenthegroups.However,trustintheelectronicchannelhasthemostsignificanteffectontheintentiontoadoptintwogroups,whichisdifferentfromothercountriesandregions.ThefrequenciesanalysisrevealsthatnetworkmediaisthemostimportantchannelthatuniversitymenknowaboutIB,themainIBfunctionsthatthetwogroupsusedisbothfocusedonaccountqueryandsoon,whicharetheelementaryapplicationsofIB.ThereasonsofusersadoptingIBaretheconvenienceandtimesaving.ThemainreasonsofpotentialusersrefusedtoadoptIBareworryingaboutthesecurityproblemandlackingofcomprehensionofIB.Keywords:InternetBanking,IntentiontoAdopt,TechnologyAcceptanceModel,StructuralEquationModeling,EmpiricalStudy1111.1[1]19966SFNB810[2]70@eiResearch[3]200550%200534602004103.5%38.7%20102.1592.3%2005122.42004500%201015.6WTO200612Courtier[4][5][6-10]1.21.2.1CNKITechnologyAcceptanceModel,TAMDiffusionofInnovation,DOITAMBomilSuh[11]TAMperceivedusefulness,PUperceivedeaseofuse,PEOUYi-ShunWang[9]13TAMperceivedcredibilitycomputerself-efficacyTAMSiu-cheungChan[10]TAM2TAM2subjectivenormimageresultdemonstrabilityTAM2PatrickYKChau[12]TAMpersonalizationallianceservicestaskfamiliarityaccessibilityPhilipGerrard[13]Rogers[14]socialdesirabilitycompatibilityconveniencecomplexityconfidentialityeconomicbenefitsPCproficiencyRogersrelativeadvantageRogers[15]Matthew[16]perceivedfinancialadvantage14Polatoglu[8]observabilitytrialabilitymarketingeffortKim[17]initialtrustpropensity-to-trustword-of-mouthreferralsstructuralassurancesrelationalcontenttiestrengthLogisticMukherjee[18]relationshipcommitmentsharedvalueopportunisticbehaviourWen-JangJih[19]onlinebankinginvolvementfamiliaritywithInternetperceptionofrisk-reductionmeasuresMattila[20]65perceiveddifficultySohail[21]15reluctancetochangeZiqiLiao[22]userfriendlinessuserinvolvement1.2.2[23]1.31.3.1TAMTAM[24]161.3.21.11.1Figure1.1Theresearchprocessofthispaper171.3.31TAMTAMTAMTAM23[25]2822.1TAM2.1.1TAMTAMDavis[26]Theoryofreasonedaction,TRAactualbehaviorbehavioralintentionattitudetowardbehaviorbeliefsandevaluationsnormativebeliefsandmotivationtocomply[27]2.12.1Figure2.1TheoryofreasonedactionDavisTAMactualsystemuse,Ubehavioralintentiontouse,BIattitudetowardsusing,ATTAM2.2TAMTAM[26]VenkateshDavis[28]TAM292.2Figure2.2TechnologyacceptancemodelTAM2TAM2socialinfluenceprocesscognitiveinstrumentalprocessvoluntarinessjobrelevanceoutputqualityTAM2TAM22.32.3IIFigure2.3Extendedtechnologyacceptancemodel[28]2102.1.2TAMTAMTAM2003PaulLegris[29]1980-2001TAM2001-2005TAMABITAM6021PaulLegris[29]1TAM2TAM342.12.1Table2.1Informationsystem,sampleandtheoreticalbasesPatrickYKChau[30]Office360TAM++CynthiaK.R[31]60TAMSaidAl-Gahtani[32]324TAMPatrickYKChau[33]408TAM+WeiyinHong[34]585TAMMariosKoufaris[35]B2C280TAM+(flowtheory)DavidGefen[36]B2C179TAMLeslieStoel[37]618TAMYi-ShunWang[9]123TAM+NelsonOlyNdubisi[38]177TAMIngeMKlopping[39]B2C263TAM+/task-technologyfitmodelChih-ChienWang[40]437TAM+networkexternalitytheoryJinsooPark[41]443(176267)TAM+Siu-cheungChan[10]499(147352)TAM2+TeroPikkarainen[42]268TAMMirellaKleijnen[43]105TAMMinGong[44]280TAM+IbrahimElbeltagi[45]294TAMEugeniaHuang[46]390TAMNelsonO.N.[47]177TAM+mogulmodelJen-HerWu[48]310TAM+211TAM2001[29]TAMTAMTAMPUPEOU,ATBIUPEOU-PUPUATPEOUATPUBIPEOUBIATBIATUBIUPEOUUPUU2.22.2Table2.2TherelationshipofconstructsPEOU-PUPU-ATPEOU-ATPU-BIPEOU-BIAT-BIAT-UBI-UPEOU-UPU-UPatrickY.K.Chau[30]CynthiaK.R.[31]SaidAl-Gahtani[32]PatrickYKChau[33]WeiyinHong[34]MariosKoufaris[35]DavidGefen[36]LeslieStoel[37]Yi-ShunWang[9]NelsonOlyNdubisi[38]IngeMKlopping[39]Chih-ChienWang[40]JinsooPark[41]Siu-cheungChan[10]TeroPikkarainen[42]MirellaKleijnen[43]MinGong[44]IbrahimElbeltagi[45]EugeniaHuang[46]NelsonO.N.[47]Jen