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论文编号：	9998
作者编号：	2120162747
上传时间：	2018/6/6 16:36:18
中文题目：	基于服务公平的网上银行的用户接受模型实证研究
英文题目：	Empirical Study on User Acceptance Model of Online Banking Based on Service Fairness
指导老师：	吴晓云
中文关键字：	网上银行、服务公平、技术接受模型、感知风险
英文关键字：	Internet Banking; Technology Acceptance Model??TAM0; Service Fairness; Perceived Risk
中文摘要：	随着互联网技术的发展以及移动设备的不断更新，网上银行当前正成为发展最迅速的领域之一，然而尽管我国拥有着庞大的用户基础，且对于银行的需求十分巨大，但相比于发达国家，国内网上银行的用户接受程度还较低，这也制约着网上银行的进一步发展，所以网上银行的用户接受模型研究不仅符合目前的市场发展趋势，也可以给银行企业提供有价值的参考，进而促进网上银行业务的前进，甚至促进整个互联网经济的发展。 所以，本文以服务公平与用户对于网上银行接受程度的关系为视角，以技术接受模型为基础，综合探讨了感知有用性、感知易用性、服务公平与网上银行的行为态度以及行为意向之间的关系。在对前人文献梳理的基础上，通过构筑理论模型和假设，以及调查问卷的数据研究方法，最后通过数据分析得出以下结论： （1）主效应：用户对于网上银行的感知易用性正向影响其对于网上银行的感知易用性。用户对于网上银行的感知有用性、感知易用性以及服务公平对于其对于网上银行的行为态度具有正向影响作用。 （2）中介效应：用户对于网上银行的行为态度在感知有用性、感知易用性以及服务公平对于网上银行的行为意向的正向影响中起部分中介作用。 本文的理论创新点在于：将服务公平引入到科技接受模型并首次用来研究网上银行的使用行为，通过对原有模型的优化，同时加入感知风险作为调节变量，以此探讨用户使用网上银行的影响因素。 最后在对研究结论进行归纳的基础上，本研究有针对性地提出了网上银行的推广和普及的管理对策、建议，以期更好的提升用户对网上银行的使用意愿，同时探讨了本研究的局限并对未来相关问题的研究进行展望。
英文摘要：	With the development of Internet technology and the continuous renewal of mobile devices, online banking is currently becoming one of the fastest growing areas. However, despite China's huge user base and huge demand for banks, In developed countries, the user acceptance of domestic online banking is still relatively low, which also restricts the further development of online banking. Therefore, the study of the user acceptance model of online banking not only accords with the current market development trend, but also provides valuable reference for banks. In turn, it can promote the progress of online banking and even the development of the entire Internet economy. Therefore, based on the relationship between service fairness and user acceptance of online banking, this paper based on technology acceptance model comprehensively explores perceived usefulness, perceived ease of use, service fairness, online banking behavioral attitude, and behavioral intentions. The relationship between. On the basis of reviewing the previous literature, through the construction of theoretical models and assumptions as well as questionnaire data methods, the following conclusions were obtained through data analysis: (1) Main effects: Users' perceived ease of use of online banking is positively affecting their perceived ease of use for online banking. Users' perceived usefulness, perceived ease of use, and service fairness for online banking have a positive effect on their online banking behavioral attitudes. (2) Intermediary effect: The user's behavioral attitude toward online banking plays a partial intermediary role in the positive effects of perceived usefulness, perceived ease of use, and service fairness on the behavioral intention of online banking. The theoretical innovation of this paper is to introduce service fairness into the technology acceptance model and use it for the first time to study the use behavior of online banking. Through the optimization of the original model and the addition of perceived risk as a regulator variable, this paper discusses the use of online banking by users. Influencing factors. Finally, on the basis of summarizing the research conclusions, this study has targeted the management strategies and suggestions for the promotion and popularization of online banking in order to better enhance users' willingness to use online banking. At the same time, this study also explores the Limitations and prospects for future research on related issues.
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