| Abstract: | 論文提要內容：
本研究想了解顧客對於網路銀行這項電子金融業務的使用行為意圖，並且想藉此探討包含科技接受模式、計劃行為理論、知覺安全性及服務品質等影響網路銀行之因素。研究程序根據過去文獻萃取出知覺有用性、知覺易用性、知覺安全性、服務品質、態度、行為意圖等六個變數進行問卷施測，並設立研究假設，以SPSS軟體和結構方程模式進行統計分析。
本研究以網路問卷為主要資料蒐集方法，在BBS及FACEBOOK上開放大眾填寫，以曾經使用網路銀行者為資料蒐集之母體，本研究總共發放了350份問卷，回收之有效樣本數為312份。本研究結果為知覺有用性、服務品質會正向顯著影響行為意圖，知覺有用性、知覺易用性會正向影響態度，進而影響使用行為意圖，而且知覺易用性會正向影響知覺有用性。本研究幫助開發金融業網路銀行的業者，了解有那些因素會讓消費者願意使用及繼續使用網路銀行。
ABSTRACT
This research tries to investigate the key factors of the customers’ attempt to use the online bank based on the technology acceptance mondel, theory of planned behavior, perceived safety and service quality. The six variables of perceived usefulness, perceived ease of use, perceived safety, service quality, attitude, and behavior intention derived from the literature are applied to establish research hypotheses, design questionnaires and test the statistical results by software SPSS and structural equation modeling.
This data is collected by online questionnaire. It is opened to the public on BBS and FACEBOOK. Totally 350 copies were issued, and 312 copies were returned and valid. The results show that perceived usefulness and service quality affects behavioral intention to use positively. Perceived usefulness and perceived ease of use influence attitude positively and further affect behavioral intention to use. Perceived ease of use affects perceived usefulness positively.Our results attempt to help the industries to understand what factors make customers be willing to use online bank and keep users to continue to use. |
