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论文编号：	229
作者编号：	20050744
上传时间：	2008/6/16 17:26:57
中文题目：	顾客采用网络银行的影响因素研究
英文题目：	The Study of the Factors Affec
指导老师：	吴晓云
中文关键字：	网络银行;影响因素;顾客;采用;科
英文关键字：	internet banking;factors;custo
中文摘要：	互联网技术给银行业带来了变革——网络银行已经成为银行业保留老顾客和获取新顾客的新兴服务渠道。自1995年10月美国安全第一网络银行开始营业至今，世界各地的银行已经纷纷走上网络化的道路。中国银行业也不例外，1997年深圳招商银行率先开通了网络银行业务。截止到目前为止，中国本土几乎所有的大中型商业银行也都推出了自己的网络银行，而且网络银行的顾客交易量和用户规模也在不断迅速扩大。 与此同时，有关顾客采用网络银行的影响因素之研究也已经引起学者们越来越多的关注。同以往的研究相比，本研究旨在回答和解决以下问题： （1）究竟有哪些因素会影响顾客对网络银行的采用呢？何种因素对于采用意图的影响较大？ （2）顾客方面的自我效能和银行方面的便利条件对顾客的认知因素产生怎样的影响？ （3）信任和感知风险在网络银行接受中究竟充当什么样的角色？ 无论对于网络银行营销实践者，还是对于网络银行接受的研究者，本研究对这些问题的回答都将会具有极其重要的意义。 在对大量的有关文献进行回顾的基础上，本研究将科技接受模型引进具体的网络银行情境中，同时吸收其它相关理论中的有关变量，构建了网络银行接受模型，来探讨和检验顾客采用网络银行的影响因素。本研究认为，就外部变量对认知因素的影响而言，不仅仅有顾客方面的因素，而且还有银行方面的因素；就认知因素而言，还应该包括除了感知有用性和感知易用性之外的因素，如感知愉悦性、感知风险和信任等。尤其是信任和感知风险，在具体的网络银行情境中将会扮演至关重要和不可忽视的角色。 本研究所构建的模型得到了345个有效样本的实证检验，这些样本通过实地拦截调查方法和网络调查方法而收集。通过运用Amos7.0软件对所收集的资料进行分析之结果来看，在所有的21个假设中，共有16个假设得到了实证数据检验的支持，而其余的5个假设没有通过实证数据的检验。 概言之，本研究得出了以下主要结论： （1）影响采用意图的因素有感知有用性、感知易用性、感知风险、主观规范和信任。其中，除了感知风险对采用意图产生消极影响外，其余的都对对采用意图产生积极影响。而在所有的积极影响因素中，信任对采用意图的影响最为突出。 （2）顾客方面的自我效能对感知有用性和感知易用性产生积极影响，对感知愉悦性没有影响，而对感知风险产生消极影响。银行方面的便利条件对感知有用性、感知易用性和感知愉悦性产生积极影响，而对感知风险没有影响。 （3）信任和感知风险在顾客对网络银行的接受中扮演着不可忽视的重大角色。信任对采用意图的积极影响最为突出，信任会受到感知有用性、感知易用性、主观规范和便利条件得积极影响和感知风险的消极影响。感知风险会降低顾客对网络银行的采用意图，而自我效能却会减少顾客对网络银行采用的感知风险。 银行部门应该认识到：开发像网络银行这样的新产品和服务可以吸引新顾客和保留老顾客，而顾客采用是网络银行业务获取利润的前提条件。本研究之结论将给银行业在管理实践方面推广网络银行业务带来重要的启示：首先，银行部门应该将顾客对网络银行的信任放在首要的位置，只有这样才能使顾客认识到网络银行是值得信赖和采用的。其次，银行部门应该采用整合营销传播战略来扩大自己的顾客群。再次，银行部门应该将市场聚焦于自我效能高的顾客群体。第四，银行部门还应该加强网络银行的便利条件，以使顾客体验到网络银行给其带来的方便。最后，银行部门也可以举办定期的网络银行教育及培训活动，这样不仅可以让顾客认识和了解使用网络银行的优点，而且还可以降低顾客因教育水平、年龄、收入、职业等因素所造成的采用差距。 与先前的研究相比，本研究的理论贡献主要表现在：首先，先前的研究仅仅是分析了影响顾客对网络银行采用意图的认知因素，而对影响这些认知因素的前置因素并没有探讨和分析。本研究弥补了这方面的不足。其次，先前几乎没有学者结合银行和顾客双方面的影响因素来研究顾客对网络银行的采用，而本研究却纠正了该研究领域的这一大缺陷。最后，本研究对影响信任的前置因素如感知有用性、感知愉悦性和主观规范等分别进行了实证检验，对自我效能对感知愉悦性和感知风险之影响进行了探讨和实证检验，也对便利条件对感知愉悦性之影响进行了探讨和实证检验。这在一定程度上填补了该研究领域中的这些空白点。 当然，本研究也存在不足之处，如样本选择地区不够全面、研究对象不能仅仅限于B2C、没有将截面研究和历时研究两种方法相结合、以及没有将文化距离和环境等因素考虑进模型等。这些都是未竟之话题，未来之研究可以就这些方面进行更加深入的探讨和分析。
英文摘要：	The internet technology brought about the changes of the bank industry: the internet banking has been the newly service channel to retain the old customers and to attain the new ones. Since the establishment of the Security First Network Bank in the U.S.A. in October, 1995, banks all over the world have been on the way to opening their internet banking. Chinese banks, without exception, have also been running the internet banking service. In 1997, Shenzhen China Merchants Bank opened its internet banking business. Up to the present time, almost all the large-sized and middle-sized banks in China have also opened the internet banking business. Besides, the turnover between internet banks and the customers has also got large in a short time, as well as the quantity of customers. Meanwhile, more and more scholars have paid their attention to the studies of the factors affecting the customers’ adoption of the internet banking. Comparing with the prior studies, this dissertation tries to answer the following questions: (1) How many factors affect the customers’adoption of the internet banking on earth? Which factor’s impact is the most? (2) How do the Self-Efficacy on the customers’side and the Facilitating Conditions on the bank side impact the customers’cognitive factors? (3) What roles do Trust and Perceived Risk play under the circumstances of the acceptance of the internet banking at all? The answers of theses questions by this study will have great significance not only for the practitioners of the internet banking but also for the scholars who study the adoption of internet banking. This dissertation explores and confirms the factors which impact the customers’ adoption of the internet banking by constructing the Internet Banking Acceptance Model by introducing into Technology Acceptance Model as well as by absorbing the variants in other related theories on the basis of having large quantities of literature review. This dissertation suggests that there exist external factors both on the customers’ side and on the banks’side that impact the cognitive factors, and that the cognitive factors not only contains the factors of Perceived Usefulness and Perceived Ease Of Use but also contains other factor such as Perceived Enjoyment, Perceived Risk and Trust. And Trust and Perceived Risk will play most important roles under the conditions of the internet banking. The constructed model was examined by the empirical research through the testing of 345 samples, which were collected by using the field intercepting investigation method and the internet investigation method. Judging from the empirical examination of this study with the help of Amos7.0 sofware, of the entire 21 hypotheses, there are altogether 16 hypotheses which are supported by the empirical examination of the data. However, the other 5 ones did not pass the examination of the empirical research of the data. In a word, this dissertation gives the following conclusions: (1) The factors influencing Adoption Intention includes Perceived Usefulness, Perceived Ease Of Use, Perceived Risk, Subjective Norm and Trust. Except that Perceived Risk has a negative impact on Adoption Intention, each of all the others has a positive impact on Adoption Intention. And of all the factors that have positive impacts, Trust is the most outstanding. (2) Self-Efficacy on the customers’side has a positive effect on Perceived Usefulness and Perceived Ease Of Use respectively, and has no effect on Perceived Enjoyment, but has a negative effect on Perceived Risk. Whereas Facilitating Conditions on the banks’ side has a positive effect on Perceived Usefulness, Perceived Ease Of Use and Perceived Enjoyment respectively, and has no effect on Perceived Risk. (3) Trust and Perceived Risk each plays an important role in the adoption of the internet banking by the customers. Trust has the most outstanding effect on Adoption Intention. Trust is impacted by Perceived Usefulness, Perceived Ease Of Use, Subjective Norm and Facilitating Conditions positively and by Perceived Risk negatively. Perceived Risk can reduce the customers’Adoption Intention of internet banking, while Self-Efficacy can reduce the customers’Perceived Risk of the adoption of the internet banking. The banking sectors should realize that they can obtain new customers and attain new ones if developing the new products and services such as internet banking, and the customers’adoption is the prerequisite for the internet banking to get the profit. In practice, the conclusions of this dissertation will give important implications to the banks that want to enlarge their internet banking business. Firstly, the banking sectors should lay the trust of the internet banking by the customers at the foremost place. Only in this way can the banks make the customers realize that the internet banks are worth trusting and adopting. Secondly, the banking sectors should adopt the integrated marketing strategy to extend their customers group. Thirdly, the banking sectors should focus their market on the customers group who has the high self-efficacy. Fourthly, the banking factors should strengthen their internet banks’facilitating conditions so that their customers could experience the convenience brought by the internet banking. Lastly, the banking sectors can also hold the periodically educational and training internet banking activities for the customers, which not only can make the customers realize and understand the advantages of the internet banking but also can reduce the adoption gap caused by the customers’education, age, income, occupation, etc. Comparing with the previous literature, this dissertation has the following main theoretical contributions: firstly, the previous studies just analyzed the cognitive factors affecting the customers’adoption intention of the internet banking, but gave no exploration and analysis to the antecedents of the cognitive factors. This dissertation fills in this shortage. Secondly, almost no prior scholars studied the customers’ adoption of the internet banking from the viewpoint both of the banks’factors and the customers’ones, while this dissertation rectified the defect. Lastly, this study examined the antecedents of Trust such as Perceived Usefulness, Perceived Enjoyment and Subjective Norm, and also examined the impacts of Self-Efficacy on Perceived Enjoyment and Perceived Risk, as well as the impacts of Facilitating Conditions on Perceived Enjoyment. This, to a certain extent, fills out the vacuity in this field. It is certain that this dissertation has its limitations such as incomplete sampling districts, the only B2C population, with no combination of cohort study with cross-sectional study, and without putting Culture Distance and Environment factors into the model, and so on. All these are the topics in the future, and the further studies can give deep and thorough analysis to them.
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