| 摘要: | 隨著科技創新與電子商務的蓬勃發展，也迅速轉變銀行業的經營型態，而行動網路應用更顛覆了銀行業傳統經營模式與服務觀念，開啟了銀行業的破壞性創新之新紀元，金融服務不再受時間、空間限制，可以提供24小時全年無休、無界線服務；然而銀行業者雖然投入相當多的時間、人力及資金在發展行動銀行系統上，但成效仍然有限，最主要的原因是實際使用行動銀行的消費者仍然不多。因此，本研究以科技接受模型為主要研究基礎理論，並結合信任性與黏度，發展出一個探討消費者對於行動銀行使用意願的研究架構，期望了解消費者使用行動銀行之意願、需求及接受度之意向為何，進而達到消費者與銀行業雙贏的境界。
本研究的研究結果顯示：智慧型手機使用者在行動銀行的知覺有用性、知覺易用性、信任性對於使用態度上有正向的影響；智慧型手機使用者在行動銀行的知覺有用性對於使用意願上有正向的影響；智慧型手機使用者在行動銀行的使用態度對於使用意願上有正向的影響；智慧型手機使用者在行動銀行的信任性對於黏度上有正向的影響；智慧型手機使用者在行動銀行的使用意願對於黏度上有正向的影響。上述的研究結果，期許能幫助銀行業者深入瞭解消費者對行動銀行的期望與重視的需求為何，以作為銀行業者推展行動銀行行銷計劃時之參考。
With technological innovation and e-commerce to flourish, the patterns of the banking business are changing rapidly, and mobile network applications subvert tradi-tional banking business models and service concepts, opening a new era of disruptive innovation in the banking industry. Financial service is no being restrict to time and space constraints, and it can provide 24 hours year-round, non-boundary service. Bank-ers invested considerable time, manpower and capital in the development of mobile banking system, but the results are still limited. The main reason is the actual consumers of mobile banking, are still small. Therefore, the research on the technology acceptance model for the basic theory, combined with the trust and viscosity, the development framework of consumer intention to use mobile banking, and expect to understand the consumers to use mobile banking will demand and acceptance, thus achieving a win-win state of the consumer and the banking sector.
This study results showed that smart phone users in mobile banking perceived use-fulness, perceived ease of use, trust for the attitude of use has a positive influence. Smart phone users in the perceived usefulness of mobile banking has a positive impact on the usage intention. Smart phone users attitude in mobile banking has a positive im-pact on the usage intention.Smart phone users trust in mobile banking has a positive impact on the viscosity. Smart phone users’ usage intention in the mobile banking has a positive impact on the viscosity. Smart phone users viscosity in the mobile banking has a positive impact on the usage intention. The above findings, hoping to help the banking sector depth understanding of consumer expectations and attention demand for mobile banking, as the banking industry to promote mobile banking, marketing plan reference. |
