以固守現狀觀點探討消費者對純網銀之採用意願

A Study on the Adoption of Internet-only bank based on UTAUT and Status quo bias

康心勻(Sin-Yun Kang)；李緒東(Hsu-Tung Lee)

整合科技接受模型 ； 固守現狀觀點 ； 純網銀 ； UTAUT ； Status quo bias ； Internet-only bank

東吳經濟商學學報

103期（2021 / 12 / 01）

39 - 66

繁體中文

2018年台灣網路報告中顯示，僅有35.6%的受訪者使用過網路銀行，較2017年的36.7%為低。在網路滲透率逐年提高的狀況下，網路銀行的使用率不增反降，其中之原因值得深究。本研究引入使用者不願更改現況的惰性與對新科技的焦慮等固守現狀觀點，結合整合科技接受模型探討網路金融使用率未如預期的原因。研究結果顯示惰性與科技焦慮皆會負向影響科技接受與其準備；科技接受行為會正向影響使用意願。本研究由使用者觀點出發，在純網銀即將開放之際，希望能更清楚的了解消費者抗拒網路金融的原因，進而提供純網銀的銷售人員，了解消費者的疑慮，進而做出正確的資源配置與策略調整，藉此提升消費者採用之意願，不違設立純網銀的初衷。

According to the Taiwan Digital Opportunity Survey Report 2018, only 35.6% of the respondents have used online banking, which is dwindling from the previous year.With the Internet spreading dramatically over the years, it is noticeable that the utilization rate of online banking does not reach our expectations. This study introduces status quo bias including users' inertia and anxiety about new technologies with the Unified Theory of Acceptance and Use of Technology (UTAUT) as the adoption readiness to explore the reasons behind it. Research shows that both inertia and technological anxiety will negatively affect technology acceptance behavior, and technology acceptance behavior will positively affect willingness to use. As the pure online banking is about to start, we hope to understand the reasons why consumers resist online finance, so as to provide the staffs of pure online banking to relocate their resources and make proper strategic adjustment.

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