誰願意使用行動銀行：考慮從眾及過度自信效應的調節效果

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38168

Title:	誰願意使用行動銀行：考慮從眾及過度自信效應的調節效果 Who is Willing to Use Mobile Banking? The Moderating Effec of Conformity and Overconfidence
Authors:	蔡維聰
Contributors:	國際貿易學系
Keywords:	行動銀行從眾傾向過度自信延伸型整合科技接受模型 mobile banking conformity overconfidence extended unified theory of acceptance and use of technology(UTAUT2)
Date:	2017
Issue Date:	2017-09-26 10:27:43 (UTC+8)
Abstract:	本研究結合了延伸型整合科技接受模型，加入了從眾及過度自信作為調節變數，試圖了解跟影響科技銀行接受的因子。本研究提出八項基本假說，就全體樣本而言，績效預期、投入預期、社會影響力→接受意願及習慣是四項影響行動銀行接受意願的因素，此外，也具有了「習慣→使用行為」和「習慣→接受意願→使用行為」的間接效果。至於是從眾行為的調節效果，高從眾傾向的消費者受有利條件、享樂主義、習慣的影響，低從眾傾向的消費者受績效預期、社會影響力、習慣改變接受意願。若則考慮過度自信的調節效果，高過度自信的消費者只有「習慣→接受意願」一條顯著的路徑，低過度自信的消費者則受有投入預期、社會影響力兩項前因影響接受意願。以上結果對於銀行進行市場分割時是一項重要的資訊，一旦從眾效應及過度自信納入行銷考慮，應有不同的行銷策略。 Mobile banking plays a strong role nowadays, providing a way to overcome finan-cial exclusion and physical distance by allowing people to conduct financial transactions every time and everywhere. We adopt the extended unified theory of acceptance and use of technology (UTAUT2) with cognitive moderators of overconfidence and con-formity, providing new insights into factors affecting the acceptation and use behavior. The model was tested using structural equation modelling (SEM), in a quantitative study conducted in Taiwan. Performance ex-pectancy, effort expectancy, and habit were found to be the most significant antecedents of behavior intention. As for moderating effect, people in high herding groups pay much attention to favorable condition and hedonic motivation. People in high over-confident groups emphasize habit motivation.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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