探討服務創新、信任轉移、知覺風險 對純網銀使用意圖之影響

文化大學機構典藏 CCUR > 商學院 > 財務金融學系 > 博碩士論文 > Item 987654321/51597

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题名:	探討服務創新、信任轉移、知覺風險對純網銀使用意圖之影響 The Impact of Service Innovation, Trust Transfer, and Perceived Risks on the Intention to Use Internet-only Banks
作者:	黃郁嘉
贡献者:	財務金融學系
关键词:	純網銀服務創新信任轉移知覺風險使用意圖 Internet-only Banks Service Innovation Trust Transfer Perceived Risks Intention to Use
日期:	2022
上传时间:	2023-03-15 10:48:37 (UTC+8)
摘要:	台灣金融數位化雖然快速發展，但面對台灣人民金融消費習慣，較多還是依賴傳統銀行或網路銀行的業務。在金融創新服務上，銀行業必須有所突破才能吸引廣大用戶願意嘗試新數位化的純網路銀行服務。本研究主要在探討台灣用戶是否會因為相信原先的企業進而產生信任轉移到純網銀的可能性，以及用戶使用純網銀的意圖是否會受到服務創新及知覺風險影響。本研究採用SPSS及SEM作為資料分析工具，將問卷數據進行敍述性統計分析以瞭解樣本結構，並透過信度分析、效度分析及各變數間的相關性分析，深入瞭解確認服務創新、信任轉移與知覺風險對於純網銀使用意圖之關聯性。研究結果顯示，服務創新、信任轉移對使用意圖，具有正向顯著影響；知覺風險對使用意圖，具有負向顯著影響。研究結果可提供金管會、純網銀企業及銀行使用者進行參考，期望純網銀能夠提供更貼近用戶生活的金融服務。 Taiwan's financial digitization is developing rapidly, but the financial consumption habits of Taiwanese people still mostly rely on the business of traditional banks or online banks. In terms of financial innovation services, banks must make breakthroughs to attract many users to use innovative digital internet-only bank services. This study mainly explores whether Taiwanese users will transfer their trust to internet-only banks because they believe in the original enterprise and whether the user's intention to use internet-only banks is affected by service innovation and perceived risk. In this study, SPSS and SEM software were used as data analysis tools, and the data collected from the questionnaire were analyzed for each item. Furthermore, through reliability analysis, validity analysis, and correlation analysis between variables, to gain a deep understanding of the correlation between the service innovation, trust transfer, and perceived risks on the intention to use internet-only banks. The research results show that "service innovation, trust transfer" has a positive and significant impact on use intention; "perceived risk" has a negative and significant impact on use intention. The research results can provide a reference for the Financial Regulatory Commission, internet-only bank enterprises, and bank users. It is expected that internet-only banks can provide financial services in line with users' lives.
显示于类别:	[財務金融學系 ] 博碩士論文

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