應用DANP和SEM探討網路銀行經營模式及消費者使用意願之關鍵因素

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38251

Title:	應用DANP和SEM探討網路銀行經營模式及消費者使用意願之關鍵因素 Key Factors of Internet Bank Operational Model and Consumer Use Intention by DANP and SEM
Authors:	洪意閔
Contributors:	財務金融學系
Keywords:	網路銀行決策試驗與實驗評估法分析網路程序法結構方程模型 internet banking decision making trial and evaluation laboratory analytic network process structural equation modeling
Date:	2017
Issue Date:	2017-10-03 11:27:56 (UTC+8)
Abstract:	網路銀行是一項銀行業者發展多年的金融服務，消費者早已習慣網路銀行提供的服務。然而，隨著金融科技興起，消費者取得服務的管道將更為多元，網路銀行面臨的競爭與日俱增。為此，本研究運用不同觀點，探討影響使用網路銀行之關鍵因素，進而了解經營者的競爭策略，以及消費者對於網路銀行的使用意願。因此，本研究透過兩階段，首先利用決策試驗與實驗評估法(decision making trial and evaluation laboratory, DEMATEL)及分析網路程序法(analytic network process, ANP) 探討經營網路銀行之關鍵因素，進而分析專家之最佳經營策略；其次，利用結構方程模型(structural equation modeling, SEM)探討消費者使用網路銀行的實際情況。本研究目的是「整合專家與消費者對於網路銀行之使用，其影響之關鍵因素的差異作深入比較」。研究結果顯示專家與消費者皆視信任為關鍵因素，銀行業者可以此為依據制定經營網路銀行之策略，消費者也能以此為參考以選擇最佳的網路銀行。 Internet banking is a financial service that has been developed for many years by banking industry. Consumers are accustomed to obtaining service through internet banking. However, with the rise of financial technology, channels that consumers get financial service will increase, and internet banking will face more and more competitions. Therefore, this study uses different perspectives to discuss the key factors affecting the use of internet banking, and then understand the operator's competitive strategy and use intention of consumers. This study is divided into two stages. First, we use Decision Making Trial and Evaluation Laboratory (DEMATEL) and Analytic Network Process (ANP) to discuss the key factors operating internet banking, and then analyze the best management strategy. Second, we use Structural Equation Modeling (SEM) to discuss the actual condition of consumers using internet banking. The purpose of this study is to integrate experts' and consumers' aspects of the key factor affecting the use of internet banking. The research result is that both experts and consumers consider “Trust” is the key factor, bankers can develop strategy for operating internet banking based on it and consumers can also use it as a reference to choose the best internet banking.
Appears in Collections:	[Department of Banking & Finance ] Thesis

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