题名

影響網路銀行實際使用行爲之研究

并列篇名

The Study of Affecting Factors of Internet Bank Actual Behavior

DOI

10.30066/JCS.201103.0001

作者

林榮春(Jung-Chuen Lin)；邱天佑(Tien-You Chiu)；林茂雄(Mao-Hsiung Lin)

关键词

網路銀行 ； 知覺風險 ； 安全性 ； 隱私權 ； 科技接受模式 ； Internet Bank ； Perceived Risk ； Security ； Privacy ； Technology Acceptance Model

期刊名称

顧客滿意學刊

卷期/出版年月

7卷1期（2011 / 03 / 01）

页次

1 - 22

内容语文

繁體中文
中文摘要

由於網際網路資訊成本低廉而且資訊有容易共享的特性，應用在金融領域已非常普遍且漸趨成熟多元化。愈來愈多人選擇透過網路銀行提供的工具及服務在網路上完成交易。本研究以科技接受模式爲理論架構，輔以知覺風險、安全性、隱私權與信任等變數，對使用者使用網路銀行行爲進行研究。實證結果發現：知覺風險分別負向影響信任、知覺有用性與知覺易用性；而安全性與隱私權分別正向影響信任、知覺有用性與知覺易用性。另外，信任、知覺有用性與知覺有用性皆直接正向影響網路銀行使用者行爲意圖及實際使用行爲。
英文摘要

Because of low cost and easy sharing, it has become more and more popular to apply internet in financial area. People also changed their consumption behaviors. More and more people start to use application tool and service on the Internet such as Internet banking. The study applies Technology Acceptance Model (TAM) and enhances perceived risk, safety, privacy and trust to investigate technology using behavior. The empirical result shows that perceived risk has negative impact on trust, perceived usefulness and perceived ease of use. Both safety and privacy have positive impact on trust, perceived usefulness and perceived ease of use, respectively. Besides, trust, perceived usefulness and perceived ease of use directly influence both behavior intention and actual behavior.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 楊美雪、陳盈如(2015)。影響民眾下載廣告型行動應用程式意願研究。中國廣告學刊，20，30-53。
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