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论文编号：	978
作者编号：	1120050719
上传时间：	2009/12/28 16:11:32
中文题目：	轿车4S店的战略资源与核心能力研究
英文题目：	Research on the Strategic Resources and Core Competencies of 4S Shop for Passenger Vehicle
指导老师：	柳茂平
中文关键字：	轿车4S 店 企业战略 竞争优势 战略资源 核心能力
英文关键字：	Enterprise as 4S Shop for Passenger vehicle Enterprise strategy
中文摘要：	随着互联网技术的高速发展，发达国家银行借助网络智能化、虚拟化的特点都将发展网上银行作为参与竞争、取得竞争优势的重要战略。在这种国际形势下，我国的传统银行业正在积极迎接挑战，由传统银行业务逐步向网络化转型。截至目前，中国本土几乎所有的大中型商业银行都推出了自己的网上银行。依据中国金融认证中心(简称CFCA)正式对外发布了最新的《2008中国网上银行调查报告》的数据显示：中国网上银行总体发展继续保持快速增长的势头，用户量及交易量同期高速增长。 随着我国电子商务的发展，对顾客使用网上银行的研究越来越引起学者们的关注。然而，网上银行的信任问题一直是困扰着顾客和商家的主要因素。由于缺乏网络信任，提供网上银行的商家也失去了许多获利的机会。因此，提高消费者对网上银行的接受和信任程度，增加网上银行的实际使用率，是亟待解决的重要问题。鉴于此，本研究旨在回答和解决如下问题： （1）哪些因素影响顾客对网上银行的信任？何种因素对于网银信任意图的影响较大？ （2）顾客个体特征方面的因素，如个人信任倾向、自我效能、网银使用经验、网络熟悉度等因素对网银信任意愿的影响如何？ （3）顾客相关群体方面的因素，如亲友的信任传递和银行员工的推介等因素对网银信任意愿的影响如何？ （4）在顾客个体因素和相关群体因素的交互作用下，顾客感知对网银信任意愿的影响如何？ （5）顾客的网银信任意愿对于顾客信任行为有何影响？ 无论是对于网上银行的实践者还是对网上银行的研究者而言，本研究对这些问题的回答都将具有及其重要的意义。 在大量的文献回顾的基础上，本研究以计划行为理论和社会认知学中的三方决定论和自我效能理论，以及典型的信任模型作为理论基础，通过界定14个核心变量，提出有关顾客对网上银行信任的21个假设。 在构建模型的基础上，通过焦点小组访谈、深度访谈、实地拦截和网络调查等方法设计并收集适合本研究的调查问卷。经过筛选，共得到有效样本258个，通过运用SPSS13.0和PLS软件的分析，在所有假设中，共有20个得到实证数据检验的支持，1个假设未被支持。 概括而言，本研究得出了以下主要结论： 第一，顾客的个体特征对顾客对网银的信任意愿具有影响，其中，顾客对网银的使用动机具有非常显著的影响，而顾客的自我效能虽有影响，但程度上并不是很大。 第二，顾客的个体特征对顾客对网银的感知具有影响。其中，顾客的个人信任倾向显著影响感知网银安全；顾客的自我效能显著影响感知网银安全和感知网银便利；顾客的使用动机显著影响感知网银安全和感知网银便利；顾客的网络熟悉度显著影响感知网银声誉；顾客的网银使用经验显著影响感知网银便利的感知网银收益。 第三，相关群体特征的影响方面，亲友的信任传递对顾客感知网银安全、网银便利和网银收益具有明显的影响；而银行员工对网银的推荐则明显影响顾客对网银声誉的感知。二者通过顾客感知，间接作用于顾客的信任意愿。 第四，顾客的感知网银安全、感知网银便利和感知网银声誉对顾客信任意愿具有积极影响。 第五，顾客的信任意愿对顾客持续使用网银及对网银形成正面口碑具有积极影响，且顾客对网银的持续使用对正面口碑宣传具有积极影响。 本研究在银行业在管理实践方面推广网上银行的使用具有重要的启示：首先，商业银行应将顾客的信任问题放在首要位置，注重对网上银行安全方面的介绍和宣传，只有这样顾客才能更多的使用网上银行，通过用户之间的口碑传播，增加网上银行的使用范围，从而增加银行的收益。其次，银行应增加网上银行的便利条件，将使用网上银行的入口，即申请使用网银的手续更加简便，网上银行的界面设计得更加清楚易用，顾客使用网银过程中安全措施更严密，但顾客层面的使用却应简单易用。再次，银行应该关注那些个人信任倾向强、自我效能强且具有网银使用经验和较高网银熟悉度的顾客，使其成为网银的核心顾客群，通过增加对其的营销，增加这些顾客的使用忠诚度，形成网银的持续性、扩散性使用。最后，提升银行员工的专业水平，使其在向顾客介绍网银的安全及使用方法时能够赢得更多的顾客信赖和使用意愿。 与以往的研究相比，本研究的理论贡献主要在：第一，探索了自我效能对顾客网银信任意愿的影响。以往的信任研究中大多从网络安全和网络风险的角度展开的分析，很少从顾客个体特征进行深入的研究。几乎没有任何研究将顾客的自我效能引入信任模型。研究发现：自我效能正向影响顾客对网银的信任意愿，且对顾客感知网银安全和网银便利具有积极影响。第二，探索了相关群体因素对顾客感知网银并对其形成信任的影响，以往研究很少涉及相关群体因素，更是很少有实证研究探索群体因素对网银信任的影响。第三，针对中国的社会文化、中国银行业发展现状以及中国网银使用者的特征，得出了一些与以往研究不一致的结论，进一步解释网上银行信任的相关理论在中国顾客的实证研究中的解释程度。第四，在研究方法上，综合使用了焦点小组访谈、深度访谈和真实顾客问卷调查的实证研究等多种研究方法，这对研究方法的多样化是个有益的尝试。在分析方法方面，采用了PLS软件进行路径检验，排除了样本量的影响，并且更合理的处理构成型潜变量之间的关系。上述几方面在一定程度上丰富了该领域的研究成果。 当然，本研究也存在一定的不足和局限，如样本选择地区不够全面、研究对象仅限于B2C环境下的个体顾客，而没有涉及企业客户，因此，缺乏对企业客户使用网银的研究。此外，没有将市场环境、社会文化等因素考虑进模型，这些方面都将成为未来研究的课题和方向。
英文摘要：	With the high-speed development of Internet technology, the developed countries’ national banks all regard it as the competitive weapon to develop the online banking, making the advantage important strategy of the competition through the intelligent, virtual characteristic of the network. Under this kind of international situation, the traditional banking of our country is meeting challenge actively, changing from the traditional banking to network banking progressively. So far, almost all the large-and-middle-scale commercial banks of our country have put out one's own online banking. According to the formally latest data reported by China financial authentication centre (abbreviated as CFCA) named “The survey report of 2008 online banks of China ”, the overall development of online banking of China continues keeping fast growth, users amount and the trading volume grow at top speed in the same term. With the development of e-commerce of our country, the research of the online banking has aroused the attention of scholars to a higher degree. However, the trust of the online banking has been a main restrictive factor for customers to enjoy this convenient service. Because of lacking network trust, the commercial banks which provide the online banking service lose a lot of lucrative chances too. So, improving consumer's acceptance and trust intention to the online banking and increasing the actual rate of utilization of the online banking has been the important problem both in the practical and academic field. In view of this, this research aims at answering and solving the following problems: (1) What factors influence customer's trust to the online banking? Which kinds of factors have the great impact on customers’ trust intention? (2) What’s the influence of customer's individual characteristics factors, such as individual customer’s dispositional trust, self-efficiency, using experience of online banking, network familiar degree, etc.? (3) What’s the influence of customer's relative groups’ characteristics factors, such as relatives’ and friends’ trust transfer? (4) Under the mutual influences of customer's individual factor and relevant group's factor, what’s the influence of customer’s cognitive factors to trust intention? The answers of these problems by this research will have great significance not only for the practitioner of the online banking but also to the scholars who study the online banking. On the basis of a large number of literature reviews, this research has made the planning behavioral theory, social cognition theory, self-efficacy theory and the typical trust model as the theoretical foundation. It defines 14 key variables, 21 assumptions and finally proposes customer’s trust model to the online banking. On the basis of the model, this research designs and collects the suitable questionnaire through the methods such as focus group investigation, deep interview, field intercepting and the network investigating, etc. Through screening, it has got 258 effective samples altogether. By the analysis of SPSS13.0 and PLS software, this study made the empirical examination of all assumptions. As the result, 20 assumptions have been supported, while only one assumption hasn’t. In a word, this dissertation gives the following main conclusions: Firstly， customer’s individual characterictics have influence on customer’s trust intention to online banking. Among all the characters, customer’s using motivation of online banking has the most obviors effect, self-efficacy also has effect on it, but it’s not obvious. Secondly, customer’s individual characterictics have influence on customer’s perception of onling banking. While, customer’s dispositional trust has obvious effect on onling banking’s perceived safety. Self-efficacy has obvious effect on perceived safety and perceived cnvinience. Using motivation has obvious effect on perceived convinience. Customer’s familiar degree of network has obvious effect on perceived reputation of online banking. Customer’s using experience has obvious effect on perceived convinience and perceived benefit. Thirdly, the effects of relevant group are obvious, that is, relatives’ trust transfer has great influences on customer’s perceived safety, perceived convinience and perceived benefit. While the introduction of commercial bank’s staff has obvious effect on customer’s perceived reputation. Through customer’s perception, the two factors have indirect effect on trust intention. Fourthly, customer’s perceived safety, perceived convinience and perceived reputation have active effect on customer’s trust intention. Fifthly, customer’s trust intention has active effect on continuous using of online banking and forming good word-of-mouth. And customer’s continuous using of online banking has active effect on good word-of-mouth. In practice, the conclusions of this dissertation will give important implications to the commercial banks that want to enlarge their online banking business: Firstly, the commercial bank should place the customer's trust question on primary position, pay attention to introduction of security of online banking and propaganda, only in this way could more customers use the online banking at anywhere, anytime and anyhow. Therefore, it could increase the scopes of application of the online banking through the spread of users’ word-of-mouth, thus increasing the incomes of the bank. Secondly, the bank should increase the facility of the online banking, such as making the entry of using the online bank more convenient, the procedure of applying to use the online banking more simple and more convenient, the interfaces of the online banking can be clearer and easier to use, the safety measures of online banking more tight, but customers should use it in a easier way. Moreover, bank should pay close attention to those individuals have strong dispositional trust, self-efficiency, more use experience of online banking and more familiar with online banking, making them become the key and central group of banks’ customer of online banking. Through increasing its marketing correctly, increase these customers' loyalty of using the online banking. Finally, the commercial bank should promote the professional level of their staff, making them gain more customers’ trust and give a better introduction and recommendation of the security and operational method of the online banking. Compared with the previous literature, this dissertation has the following main theoretical contributions: Firstly, it has explored that customer’s self-efficiency has great influence on trust intention. Analysis that is mostly launched in previous research on trust has been in terms of online security and network risk. It seldom made the deep research from customer's individual characteristic. Almost no study has introduced the customer's self-efficiency in the model. Secondly, this dissertation has explored the influence of customer's relevant group's factors, which has not mentioned in the previous literatures. Therefore, the above-mentioned aspects have enriched the research results of online banking. Certainly, this research have certain deficiency and limitation too, such as, sample choose area is not enough for overall, research objects have limited to B2C individual customers only, and not involved enterprise's customer. In addition, this research has not put culture and environment factors into consideration and not put them into the model. All these aspects will become the research subjects and directions in the future.
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