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系統識別號 U0026-0808201515153100
論文名稱(中文) 行動銀行服務品質、知覺風險及促銷活動對行動銀行行為意圖之影響
論文名稱(英文) The effect of service quality, perceived risk, and promotion on intention to use mobile banking service
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 103
學期 2
出版年 104
研究生(中文) 呂楹烽
研究生(英文) Ying-Feng Lu
學號 R07024806
學位類別 碩士
語文別 中文
論文頁數 83頁
口試委員 指導教授-賴孟寬
口試委員-蔡惠婷
口試委員-葉凱莉
中文關鍵字 行動銀行  服務品質  知覺風險  促銷活動  行為意圖 
英文關鍵字 mobile banking  service quality  perceived risk  promotion  intention 
學科別分類
中文摘要 拜科技的創新與網路的發達所賜,使得易於攜帶與移動的智慧型行動裝置如智慧型手機、平板電腦廣泛的被使用及普及化,透過智慧型行動裝置便可連上網路,具有「隨時」與「隨地」均可使用的便利性,也造就近年來行動上網人口快速成長。面對消費者生活習慣的改變,銀行業勢必得順應社會潮流、配合資訊科技的進展,加快行動銀行的開發與建置,以滿足顧客的需求,故提供良好的行動銀行服務品質將成為銀行競爭優勢的必要條件,也是銀行業必須重視的議題。但根據相關研究與調查顯示,對行動銀行使用上有顧慮的族群,其主要擔憂是手機上的交易安全、以及手機遺失導致資料外洩的疑慮,因此,知覺風險對消費者的行為意圖影響亦是必須重視的關鍵因素之一。不過,另外依據調查顯示,銀行所推出有關行動銀行之各項促銷活動如減免轉帳手續費及理財交易手續費、贈品/紅利點數等,可增加消費者對產品的主觀認知價值,對於消費者具有吸引及刺激使用之誘因,顯示在推廣行動銀行過程中,促銷活動對消費者的行為意圖影響是一值得探討的議題。
故本研究主要目的係探討行動銀行的服務品質、知覺風險及促銷活動與行為意圖之影響關係。本研究採問卷調查法,並以曾使用過行動銀行的顧客為研究抽樣發放對象,共計發出320份問卷,有效問卷共計283份,有效回收率為88.4%。本研究針對有效問卷之樣本資料透過描述性統計、因素分析、信度分析及迴歸分析等方法進行驗證,經實證結果發現如下:
1.行動銀行服務品質對行為意圖有顯著正向影響關係。
2.知覺風險對行為意圖有顯著負向影響關係。
3.促銷活動對行為意圖有顯著正向影響關係。
英文摘要 Technology innovation and network developed have enhanced the adoption of the smart mobile devices, such as smart phone, i-pad, etc. The smart mobile devices enable users to easily connect to internet at anytime and anywhere. Such convenience devices has prompt the growing number of the wireless users. The banking business must incorporate this development into its service to meet and satisfy the request of consumers.

However, research has revealed that the concerns of using mobile banking service include safety of transaction, and security of personal data. Therefore, perceived risk is one of main reasons that affects the consumer’s behavior.

On the other hand, the promotion from banking business such as without transfer fee and banking transaction fees, gift or bonus points might increase the consumer’s subjective cognitive value. Accordingly, the main purpose of this study is to discuss the impact of serving quality, perceived risk, and promotions on the intention of using mobile banking service.

Two hundred and eighty-three usable questionnaire were collected from the consumers who had used mobile banking service. The main findings of this research are as the followings.
1.The serve quality of mobile banking positively influences consumer’s behavioral intentions.
2.Perceived risk negatively impact consumer’s behavioral intentions.
3.Promotions has a positive impact on consumer’s behavioral intentions

論文目次 摘要I
Extended AbstractIII
誌謝VII
目錄IX
表目錄XI
圖目錄XII
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究範圍及目的7
第二章 文獻探討8
第一節 行動銀行8
第二節 服務品質13
第三節 知覺風險18
第四節 促銷活動21
第五節 行為意圖26
第六節 行動銀行服務品質、知覺風險、促銷活動及行為意圖之關係28
第七節 研究架構與假設31
第三章 研究方法32
第一節 研究設計及變數定義32
第二節 問卷前測37
第三節 問卷前測分析 38
第四章 資料分析44
第一節 敘述性分析44
第二節 因素分析與信度檢定51
第三節 假設驗證57
第四節 實證結果59
第五章 結論與建議60
第一節 研究結論60
第二節 研究建議及學術貢獻62
第三節 研究限制66
參考文獻68
附錄 正式問卷78
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