使用科技接受模型探討年輕族群 純網路銀行使用意圖之研究

CCUR > College of Business > Department of Information Management & Graduate Institute of Information Management > Thesis > Item 987654321/51444

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51444

Title:	使用科技接受模型探討年輕族群純網路銀行使用意圖之研究 Research on the Use of Technology Acceptance Model to Explore the Use Intentions of Pure Online Banking among Young People
Authors:	楊翔琳
Contributors:	資訊管理學系
Keywords:	科技接受模型純網銀使用意圖 TAM Pure Online Banking Behavioral Intention
Date:	2022
Issue Date:	2023-03-09 10:44:35 (UTC+8)
Abstract:	近年來，許多研究在探討網路銀行，但純網銀方面的研究相對較少。本研究使用科技接受模型，針對使用者對純網銀的接受度進行調查，研究對象為 16-25 歲之族群，資料分析採用問卷分析法，問卷設計透過李克特量表，將回收之問卷資料，透過統計方法進行分析，並使用 SPSS 統計軟體，採用結構方程模型進行驗證，由統計分析得知，認知有用性及主觀規範會影響年輕人使用純網銀的意願，而相對優勢、相容性、形象性、電腦自我效能，是決定認知有用性的重要因素。本研究認為純網路銀行業者可以在網銀服務及使用金融卡回饋，增加多方面的通路及服務，若年輕族群可以經由使用純網銀得到應有的回報，相信可以從中獲得愉悅感，研究中發現年輕人接觸科技較容易上手，也發現若對使用者很重要的人也在使用純網路銀行，使用意願也會大幅上升，因此本研究結果能提供純網銀業者，作為吸引年輕顧客業務時的重大參考。 Many studies have explored online banking recently. There are, however, few re-search focus on pure online banking. This study uses the technology acceptance model to investigate users' acceptance in pure online banking. The subjects of the study were 16-25 years old. The questionnaire is designed through the Likert scale. The collected question-naire data were analyzed through statistical methods, and verified using structural equation modeling using SPSS statistical software. Perceived use-fulness and subjective norm af-fected young people's willingness to use pure online banking. Relative advantage, com-patibility, image, and computer self-efficacy are important factors that determine cognitive usefulness. This study believed that pure online banking can use online banking services and financial cards to feedback back, consumers and increase various channels and ser-vices for users. Young people can get reward by using pure online banking and get pleas-ure when used pure online banking service. The study found that young people are easier to get started with technology. It is also found that if influencers are also using pure online banking, intention of use pure online bank of young people will also increase significantly. Therefore, the results of this study can provide pure online banking as an important ref-erence to attract young customers.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

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