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系統識別號 U0026-3007201416310000
論文名稱(中文) 線上銀行持續使用意圖之整合性模式:系統使用性與系統信任觀點
論文名稱(英文) An Integrated Model for Continued Online Banking Services Usage Intention: System Usability and System Trust Perspective
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生(中文) 簡瑞霖
研究生(英文) Jui-Lin Chien
學號 R48951177
學位類別 博士
語文別 英文
論文頁數 211頁
口試委員 指導教授-蔡惠婷
口試委員-蔡明田
口試委員-吳萬益
口試委員-康信鴻
口試委員-許永明
口試委員-連勇智
中文關鍵字 線上銀行服務  持續使用意圖  系統使用性  系統信任  使用者滿意  科技接受模式  期望證實理論  多群組分析 
英文關鍵字 Online Banking Services  Continuous Usage Intention  System Usability  System Trust  User Satisfaction  Technology Acceptance Model  Expectation-Confirmation Theory  Multi-Group Analysis 
學科別分類
中文摘要 網路科技的高度可使用性已經促使各種以網路為基礎的服務紛紛出現,例如,線上旅遊服務、線上購物、線上拍賣、以及線上金融財務服務等等。由於高科技非同步技術與安全電子化交易技術的發展,大多數銀行已經傾向於使用線上銀行系統作為商業交易以及傳遞商品與服務訊息的有效媒介。在交易性電子化服務方面,線上銀行儼然已成為網路科技應用最成功的例子之一。網路的滲透性使得人們可以在毫無時空限制的情況下透過線上銀行服務來執行各種金融財務活動。
作者分別從學術與實務的觀點來描述關於進行此篇論文研究的動機,在學術動機方面,雖然許多學者已經提出若干理論性觀來點試圖探討影響使用者持續使用資訊系統意圖的因素,然而,到目前為止有關將此項研究加諸於線上銀行服務的相關研究論文報告卻是少之又少。基此,本研究的學術動機旨在填補此一研究缺口
至於在實務動機方面,顧客的持續使用可視為是一項評估某一特定科技成果的較佳衡量基準,從關係行銷管理的觀點來看,鼓勵現有使用者持續使用是維持公司市場競爭優勢以及增加公司市場資產價值的必備策略性武器。過去幾年以來,大部份的線上銀行服務業者已經挹注了相當多的資源在顧客基礎的擴展上,試圖藉此來增進公司的競爭優勢與財務績效。然而,在所投入的資源與所實質獲得的經濟效益上,著實存在著或多或少的差距,一項較為合理的理由可用來解釋此種現象,那就是在使用者心中對使用某項產品(服務)之後所認知到的產品(服務)績效與當初未使用前的期望存在著某種程度的負向差異。
如上所述之研究動機促使作者發展出下列四項研究議題並試圖藉由實證分析來找尋答案。
一、 系統使用性的重要組成份子為何?以及這些組成份子是如何來影響使用者持續使用線上銀行服務的意圖?
二、 系統信任的主要因素為何?以及這些主要因素是如何影響使用者持續使用線上銀行服務的意圖?
三、 決定使用者對使用線上銀行服務滿意程度的因素為何?
四、 使用者滿意度是否會影響使用者持續使用線上銀行服務的意圖?如果是,那又是如何影響?
首先,本研究所發展之研究假設透過統計軟體LISREL 8.50來針對蒐集自七個台灣國內銀行分行的341位現有的個人線上銀行服務使用者所完成的問卷填答資料進行實證分析,主要的實證結果如下:
一、 使用者滿意度對持續使用意圖具有顯著的正向影響效果,這也意味著當使用者對線上銀行服務越滿意,則該使用者將更願意持續使用該項服務。
二、 使用者滿意程度主要取決於該使用者在使用此項服務之後對其有用性的認知程度。
三、 在本研究所提出有關可能影響使用者持續使用線上銀行服務意圖的前因變數當中,認知有用性是決定使用者持續使用意圖的最主要因素。
四、 認知易用性與使用者之持續使用意圖具有較少之關聯性,這項研究發現意味著線上銀行服務的易用性不再是顧客在決定是否持續使用該項服務的主要考量因素。然而,認知易用性對持續使用意圖卻有著顯著的正向總效果,這也意味著認知易用性在增進顧客持續使用線上銀行服務意圖方面的效果是不容小歔或甚至予以忽視的。
五、 認知有用性對使用者滿意程度的影響遠大於認知易用性對使用者滿意程度的影響,由此可以推論當使用者在評斷其對使用線上銀行服務的滿意度時,對該項服務的效率所賦予的權重高於對該項服務所提供的效能所賦予的權重。
六、 認知有用性與認知易用性兩者皆受認知相容性的顯著影響,此項研究結果進一步地證實在研究使用者持續使用線上銀行服務意圖時需考量認知相容性的必要性。
七、 系統信任對認知有用性與認知易用性兩者有著顯著的正向效果,這意味著當使用者認為其所使用的線上銀行服務提供值得信賴的交易環境時,其將會因此而認為該項服務是有用且易於使用的。
八、 系統信任受情境常態化與結構性保證兩項因素所顯著影響,這意味著當使用者認為其所使用的線上銀行服務有著較高程度的情境常態化與結構性保證時,其對該項服務的所提供的交易環境亦會有較高的信任感。
此外,一項針對以使用經驗與使用頻率所劃分的兩個次群組所進行的多群組分析顯示出,在熟練使用者群組與非熟練使用者群組之間在決定是否持續使用線上銀行服務上有著顯著不同的優先考量。
由於本研究所使用的樣本取自台灣的某一特定產業,也因此而限制了本研究所得出的研究結果與發現之延展性,然而,用於本實證研究的研究樣本之涵蓋性與代表性卻是本研究的一項主要長處。
英文摘要 The high availability of Internet technology has facilitated the presence of various Internet-based services, such as online travel services, online shopping, online auctions, online financial service, and so forth. Owing to the development of Hi-Tech asynchronous technologies and secured electronic transaction technologies, most banks have come forward to use online banking systems as an effective medium for transacting business and communicating messages about products and services. Online banking can be considered as one of the most prominent examples of the application of Internet technology in transaction-based e-service. The pervasiveness of the Internet enables individuals to perform various financial activities regardless the spatial and temporal limitations through online banking services (OBSs) systems.
The author describes the research motivations regarding undertaking the study of this dissertation from academic and practical viewpoints respectively. In terms of academic motivation, several theoretical perspectives have though been developed and proposed in an attempt to explore and understand what affects users’ information system continuance usage intention comparatively little effort has, however, been devoted so far to research concerned with the continued usage of OBSs. The academic motivation of present investigation is aims to fill this research gap.
As for the practical motivation, customers’ continued use is considered to be a better measurement for evaluating the implementation of a certain technology. From relationship marketing management perspective, encouraging existing users continue their usage for extended periods of time is a necessary strategic weapon for sustaining a firm’s competitive advantage in its markets and for increasing the value of a firm’s market assets. During the past years, most OBSs practitioners have invested a considerable amount of available resources and incentives into the expansion of customer base, thus attempting to contribute to their competitive advantages and financial performance. In practice, however, there is more or less gap between the resources invested and the potential economic benefits achieved. One plausible reason that can be suggested for this phenomenon is that there is a negative disconfirmation between users’ pre-adoption expectations and perceived performance after their prior usage experience.
These motivate the author to develop following four probing questions in order to facilitate problem analysis.
1. What are the important ingredients of system usability and how they affect jointly users’ intention to continue using OBSs?
2. What are the main factors of system trust and how they influence collectively users’ intention to continue to use OBSs?
3. What factors determining users’ satisfaction level with OBSs?
4. Whether and how the users’ satisfaction level impacts their continuance intention of using OBSs?
The proposed hypotheses were first tested empirically with a field survey involving 341 current individual OBSs users from seven domestic bank branches in Taiwan by using LISREL 8.50 statistical software. The major empirical results are presents as follows.
1. User satisfaction exerts a significant positive impact on continuous usage intention, denoting that the more satisfied the users are with OBSs, the more likely the users will continue to use the services.
2. User satisfaction level with the OBSs was determined primarily by his/her post-adoption perceptions about the usefulness of the services.
3. Of all the proposed antecedents of continuous usage intention, PU is the most predominant factor in determining users’ continued OBSs usage intention.
4. PEOU displayed less association with continuous usage intention, meaning that the “ease of use” may no longer be the customers’ primary concern in making their decisions about continued or discontinued OBSs usage. PEOU however has a significant positive total effect on continuous usage intention, signifying that the role of PEOU in facilitating customers’ continued OBSs usage intention should not be underestimated or even neglected.
5. The effect of PU on user satisfaction is heavily higher than that of PEOU, suggesting that the customers are likely to place more weight upon the efficiency of the OBSs system in their satisfaction judgment.
6. Both PU and PEOU were influenced significantly by perceived compatibility. This result further demonstrates the necessity of considering the perceived compatibility in the research of users’ continued OBSs usage intention.
7. System trust has a significant positive influence on PU and PEOU, implicating that the users will more likely to perceive the OBSs as useful and easy to use if the OBSs setting was perceived to be trustworthy.
8. System trust was affected positively and significantly by situational normality and structural assurance, meaning that high perception regarding situational normality and structural assurance will lead to increased trust in OBSs setting.
Furthermore, a multi-group analysis on two subsamples according to their OBSs usage experience and frequency revealed that there are different concerns and priorities between skilled users group and less skilled users group.
Give that the sample of this research is collected from a particular industry in Taiwan, the generalizability of the finding may be limited. However, the comprehensiveness and representativeness of the research sample used for empirical investigation is a major strength of this research.
論文目次 TABLE OF CONTENTS

摘要 II
Abstract V
Acknowledgements IX
Abbreviations XI
LIST OF TABLES XVII
LIST OF FIGURES XX
Chapter One Introduction 1
1.1 Research Background 1
1.1.1 The Benefits of Online Banking Services 2
1.1.2 Online Banking Services in Taiwan 3
1.2 Research Motivations 4
1.2.1 Academic Motivation 5
1.2.2 Practical Motivation 9
1.3 Research Aims and Objectives 10
1.4 Outline of the Dissertation 12
Chapter Two Review of Related Literature 14
2.1 Technology Acceptance Model 14
2.1.1 The Theory of Reasoned Action 14
2.1.2 The Original Technology Acceptance Model 18
2.1.3 The Parsimonious Technology Acceptance Model 19
2.1.4 The Extended Models of Technology Acceptance Model 21
2.2 Expectation-Confirmation Theory and Expectation-Confirmation Model of Continued IT Usage 28
2.2.1 Consumer Satisfaction/Dissatisfaction Model 28
2.2.2 Expectation-Confirmation Theory 29
2.2.3 Expectation-Confirmation Model of Continued IT Usage 35
2.2.4 The Differences between ECM Paradigm and ECM-IT 38
2.2.5 Extended ECM-IT 38
2.3 Consumer Satisfaction Theory 41
2.4 System Trust 42
Chapter Three Research Model and Hypotheses Development 46
3.1 The Hypothesized Effect of User Satisfaction on Continuous Usage Intention 46
3.2 The Hypothesized Effects of Confirmation on User Satisfaction and PU 48
3.3 The Hypothesized Effects of System Usability on Continuous Usage Intention 50
3.4 The Hypothesized Effects of PU and PEOU on User Satisfaction 53
3.5 The Proposed Interaction among the Components of System Usability 54
3.6 The Hypothesized Effect of System Trust on Continuous Usage Intention 55
3.7 The Hypothesized Effects of Situation Normality and Structural Assurance on System Trust 56
3.8 The Hypothesized Effects of System Trust on PU and PEOU 58
3.9 The Hypothesized Effect of Situational Normality on PEOU 59
Chapter Four Methodology 63
4.1 Instrument Development 64
4.2 Pretest and Pilot Test 67
4.3 Sampling Procedure, Data Collection and Sample Characteristics 72
Chapter Five Empirical Analysis and Presentation of Findings 88
5.1 Descriptive Statics 89
5.2 Measurement Reliability and Validity 91
5.3 Measurement Model Assessment 101
5.4 Structural Model Assessment and Hypotheses Testing 120
5.5 Discussion of the Implications of the Research Findings 126
5.6 Multi-group analysis and discussion of the findings 132
Chapter Six Discussion and Conclusion 146
6.1 Limitations and avenues for future research 146
6.2 Conclusion and contributions 149
Reference 152
Appendix: Questionnaire in Chinese 186
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