運用科技接受模式與信任探討網路銀行使用意願之研究: 以國內E銀行個人用戶為例

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题名:	運用科技接受模式與信任探討網路銀行使用意願之研究: 以國內E銀行個人用戶為例 Research on the Application of Technology Acceptance Model and Trust in Explaining Customer Intention to Use Internet Banking: A Case Study of E Bank Individual Services
作者:	唐偉翔 TANG, WEI-XIANG
贡献者:	經營管理學系碩士在職專班
关键词:	科技接受模式;網路銀行;交易成本;信任 Technology Acceptance Model (TAM);Internet Banking;Transaction Costs;Trust
日期:	2020
上传时间:	2022-12-19 02:47:04 (UTC+0)
出版者:	亞洲大學
摘要:	科技的進步讓越來越多商品透過網路進行服務或銷售，尤其在金融服務業，網路銀行更是最具代表性的服務應用。很顯然，台灣金融科技的時代已經來臨，銀行客戶使用網路銀行比起到實體銀行接受服務來說更加便捷並逐漸顛覆傳統銀行業的型態。本研究以科技接受模式理論為基礎，針對使用者對網路銀行的知覺有用性、知覺易用性、交易成本以及信任，對使用態度以及使用意圖進行研究。本研究透過網路問卷調查的方式蒐集受測者的意見，蒐集的資料以SPSS進行相關統計分析。本研究共收回246份，刪除規律回答9份問卷後，其有效問卷為237份。分析結果顯示知覺有用性與知覺易用性對使用網路銀行態度有正向顯著影響，信任對使用網路銀行態度有正向顯著影響，並且使用網路銀行態度對使用網路銀行意圖有正向顯著影響。本研究受限於人力和時間的限制，以台北市和新北市各分行之客戶為問卷填寫對象，未來研究可加入更多理論構面、該E銀行其他地區分行客戶或是客戶使用該E銀行之網路銀行來進行基金交易、股票買賣…等特定金融商品之客戶為研究對象。 Along with the advancement of new technology, more and more services or commodities are enabled to be processed or sold via the Internet. In the financial services industry, Internet Banking is especially the most representative service application. Obviously, the era of Taiwan's financial technology has come in the sense that it is more convenient for bank customers to use internet banking than to get served in a physical bank, and the traditional banking industry has gradually been changed. Based upon the theory of Technology Acceptance Model, this study explores the effects of perceived usefulness, perceived ease of use, transaction costs, and trust in internet banking on users’ attitude and intention.We have collected the survey results through online questionnaires, and used SPSS for relevant statistical analysis. A total of 246 questionnaires were recovered. After deleting 9 incomplete and random responses, a total of 237 valid questionnaires were analyzed in this study. The findings are as follows: perceived usefulness and perceived ease of use have a positive and significant effect on the attitude of using Internet banking; transaction costs have a negative and significant effect on the attitude of using Internet banking; trust is positively and significantly related to the attitude of using Internet banking; and the attitude of using Internet banking has a positive and significant impact on the intention of using Internet banking.Limited by manpower and time, this study submitted questionnaires to only the customers of branches located in Taipei City and New Taipei City. It is advised that for future research, more aspects of theoretical practices should be taken into account, as well as customers of branches in other regions or customers who use internet banking for fund trading, stock trading and purchase of other financial products.
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