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系統識別號 U0026-0812200915044446
論文名稱(中文) 網路銀行轉換態度與轉換行為之研究 – 以「理性行為理論」觀點為基礎
論文名稱(英文) The study of transferring attitude and transferring behavior toward on-line bank – from the perspective of theory of reasoned action
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 97
學期 1
出版年 98
研究生(中文) 黃瓊瑤
研究生(英文) Chiung-yao Huang
學號 r0795118
學位類別 碩士
語文別 中文
論文頁數 74頁
口試委員 口試委員-李國瑋
口試委員-莊立民
指導教授-蔡明田
中文關鍵字 轉換成本  轉換態度  轉換意圖  理性行為理論  網站特性 
英文關鍵字 theory of reasoned action  transferring behavior  transferring attitude  switch cost  characteristic of website 
學科別分類
中文摘要 本研究主要目的在針對網路銀行顧客的轉換及意圖影響因素進行關連性探討。過去科技產品接受態度與使用意圖的相關研究,多從有用性、易用性切入探討,以了解其對新產品使用意圖與行為的影響,而對於實體通路與虛擬通路轉換意圖與行為的研究則付之闕如,故本研究基於此,乃針對消費者實體銀行與虛擬銀行的轉換意圖、轉換行為及其影響因素切入探討。
本研究共發出310份問卷,回收之有效樣本共計269份,有效回收率為87%。在研究方法上,主要透是過因素分析、迴歸分析與結構方程式來針對本研究假設加以驗證。
根據實證結果顯示:首先,消費者對實體銀行的信任感對網路銀行的轉換態度有正向顯著影響;其次,網站特性對於轉換態度、認知行為控制有正向顯著影響,而對轉換成本則有負向顯著影響;再者,消費者對網路銀行的轉換態度、認知行為控制對網路銀行的轉換意圖有正向顯著影響,而轉換成本則對轉換意圖有負面顯著影響;最後,網路銀行的轉換意圖則對於轉換行為有正向顯著影響。由以上分析可得知本研究假設皆獲得實證支持,而此結果預期將對此相關方面研究帶來一定的助益 。
英文摘要 The primary goal of this study is to explore the relationship between transferring intension of on-line bank and the factors affect transferring intension. In the researches of attitude and intension toward using new technology, most studies discuss the issue from the perspective of perceived usefulness and perceived ease of use. These researches are helpful for understanding the key dimensions of new technology acceptance. However, little has been done in the literature to investigate the relationship of transferring intension and behavior between the physical and visual channels. Based on the above discussion, the study explores the issues of transferring intension and behavior from physical to visual channel, and the factors that affect their transferring intension.
In total, 310 questionnaires were sent out and 269 effective questionnaires were returned with effective recovery rate 87%. Factor analysis, regression analysis, and SEM are used to examine the hypotheses furthermore.
The results of the research show that: at first, trust toward physical bank has positive effects on transferring attitude. Second, characteristic of website has positively significant influence on transferring attitude and prceived behavioral control has negatively significant influence on switch cost. Moreover, consumers’ transferring attitude toward on-line bank and perceived behavioral control have positive effects on transferring intension. At last, transferring intension toward on-line bank has positively significant influence on transferring behavior. The all hypotheses of this research get empirical support and the findings are expected to bring some contribution for the academic field.
論文目次 摘 要 I
Abstract II
誌 謝 III
目 錄 IV
表目錄 VI
圖目錄 VIII
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 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 網路銀行 7
第二節 信任 11
第三節 理性行為理論 15
第四節 網站特性 23
第五節 轉換成本 26
第六節 各別構面關連性探討 27
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 研究變數之操作型定義與衡量 35
第四節 問卷設計 42
第五節 抽樣調查 43
第四章 資料分析結果 45
第一節 敘述性統計分析 45
第二節 信度與效度分析 46
第三節 各研究構面關連性探討 56
第四節 整體模式之驗證 59
第五章 研究結論與建議 62
第一節 研究結論 62
第二節 討論與意涵 63
第三節 研究限制與未來研究發展 65
參考文獻 66
附 錄 71
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