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系統識別號 U0026-2506201216101600
論文名稱(中文) 行動銀行持續使用意圖及忠誠度之研究
論文名稱(英文) An empirical study for understanding continuance intention and loyalty of mobile banking usage
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 100
學期 2
出版年 101
研究生(中文) 邱淑媚
研究生(英文) Shu-Mei Chiu
學號 R47991336
學位類別 碩士
語文別 英文
論文頁數 62頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 行動銀行  持續性意圖  忠誠度  制度信任 
英文關鍵字 Mobile banking  Continuance intention  Loyalty  Institutional-based trust 
學科別分類
中文摘要 近年來,銀行業不斷地擴大其業務範疇並提供顧客許多不同的服務管道。隨著行動裝置的普及和無線網路科技的發展,商業銀行提供顧客另一種個人金融服務的方式及管道-行動銀行。為了提高企業的營運績效並降低作業成本,商業銀行試圖鼓勵他們的客戶持續使用行動銀行系統。所以,了解用戶對於行動銀行的持續使用意圖是十分必要的。除此之外,建立用戶的忠誠度是企業能夠持續發展的競爭優勢,也是促使行動銀行能長期成功的重要關鍵因素。因此,了解行動銀行用戶的持續使用意圖及忠誠度的決定因素是刻不容緩之事。
本研究樣本為台灣地區行動銀行之使用者,以網路問卷方式進行調查,共計回收294份有效問卷,並以結構方程模型來檢驗本研究之假設。研究結果指出,行動銀行用戶的持續使用意圖及忠誠度,可以利用「確認」(符合性)透過「認知有用性」、「滿意度」和「制度信任」來建立。除此之外,當持續使用意圖增加,用戶使用行動銀行的忠誠度也將增加。本研究建議銀行的管理者應該著重於制定適當的策略以提升用戶的滿意度,進而增加持續使用意圖及忠誠度,使行動銀行能夠長期地獲得成功。
英文摘要 Banks have expanded their service channels in many different ways in recent years. With the increasing penetration and development of mobile devices and wireless technology, mobile banking enables another channel for the provision of personal financial services. In order to improve their operations and reduce costs, commercial banks have tried to encourage their customers to continue using mobile banking systems, and thus there is a need to understand users’ continuance intention which regard to mobile banking. Moreover, building users’ loyalty is seen as the key factor in developing a sustainable competitive advantage and achieving long-term success in mobile banking. As a result, it is necessary to develop a conceptual model that capable of understanding the determinants of mobile banking users’ continuance intention and loyalty.
The sample for this study was mobile banking users in Taiwan. An internet-based questionnaire was used for data collection, and 294 valid questionnaires were collected. The framework of this study was tested by structural equation modeling. The results indicate that mobile banking users’ continuance intention and loyalty can be established through confirmation via perceived usefulness, satisfaction and institutional-based trust. In addition, as continuance using intention increases, so does loyalty with regard to mobile banking usage. The results suggest that banks’ managers should focus on developing appropriate strategies which could increase the level of users’ satisfaction in order to increase continuance intention and loyalty for the long-term success of mobile banking.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Process 4
Chapter 2 Literature Review and Research Hypotheses Development 5
2.1 Definition of Mobile Banking (M-banking) 5
2.2 The post-acceptance model of information system continuance 6
2.2.1 Continuance Intention 9
2.2.2 Satisfaction 10
2.2.3 Confirmation 12
2.2.4 Perceived Usefulness 13
2.3 Institutional-based Trust 15
2.4 Loyalty 17
Chapter 3 Research Design 21
3.1 Conceptual Framework 21
3.2 Construct Definition and Measurement 22
3.2.1 Confirmation (Con) 23
3.2.2 Perceived Usefulness (PU) 23
3.2.3 Satisfaction (Sat) 24
3.2.4 Institutional-Based Trust (IBT) 25
3.2.5 Continuance Intention (CI) 26
3.2.6 Loyalty (Loy) 26
3.3 Pilot test 27
3.3.1 Content Validity 28
3.3.2 Reliability 28
Chapter 4 Results of Data Analysis 32
4.1 Sample Characteristics 32
4.2 Measurement Assessment 33
4.2.1 Reliability 36
4.2.2 Convergent validity 37
4.2.3 Discriminate validity 38
4.3 Structural Model Analysis 39
Chapter 5 Discussion and Implications 43
5.1 Research Findings 43
5.2 Theoretical Implications 45
5.3 Managerial Implications 47
5.4 Limitations and Directions for Future Research 49
References 50
Appendix 59
Questionnaire in Chinese 59
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