题名

從實體銀行到網路銀行－關係慣性與滿意度的雙干擾效果

并列篇名

From Physical to Online Banking-The Dual Moderating Effects of Relationship Inertia and Satisfaction

DOI

10.6188/JEB.2014.16(1).02

作者

李國瑋(Kuo-Wei Lee)

关键词

網路銀行 ； 實體銀行 ； 轉換意圖 ； 關係慣性 ； 滿意度 ； online banking ； physical bank ； intension towards switch ； relationship inertia ； satisfaction

期刊名称

電子商務學報

卷期/出版年月

16卷1期（2014 / 03 / 27）

页次

17 - 52

内容语文

繁體中文
中文摘要

衡諸過去科技接受模式相關研究，雖已針對使用者對虛擬市場的採用意圖與行為加以探討，但並未將實體市場與虛擬市場的替代效果納入考量。當使用者虛擬市場的使用頻率愈高，則意謂著使用者實體市場的使用頻率將隨之減低，在此前提下，實體市場的相關因素，如實體市場的關係慣性與滿意度，即可能會對使用者虛擬市場的接受行為造成影響。本研究目的旨在針對使用者從實體銀行移轉至網路銀行的轉換意圖與轉換行為之影響因素進行探討與驗證。在問卷發放上，總計發出700份問卷，回收445份有效問卷，有效回收率為63.57%。研究結果顯示使用者從實體到虛擬市場的轉換意圖會受到移轉效益與移轉成本的影響；同時，使用者的轉換意圖會進一步影響其轉換行為；最後，當使用者對實體銀行的關係慣性程度愈高，以及對實體銀行的滿意度愈高，則將會進一步弱化使用者轉換意圖與轉換行為之間關係。
英文摘要

Although previous TAM-related studies explored users' intentions and behaviors for using the virtual market, the substitution effect between the physical market and the virtual market was not considered. A higher frequency of using the virtual market usually means a lower frequency of using the physical market for users. Under the premise that these two markets have certain substitution effects, physical market-related factors, such as relationship inertia and satisfaction with the physical market, may have effects on the behavior of those using the virtual market.The primary goal of this study is to explore the factors that affect the attitude and intension towards switch from physical to visual market in the context of online banking. In total, 700 questionnaires were sent out and 445 effective questionnaires were returned with effective recovery rate of 63.57%. The results shows that first, switch benefit and switch cost have significant effects on attitude towards switch. Also, attitude towards switch has a positive effect on behavior intension towards switch. Finally, users' inertia and satisfaction to physical bank moderate the effect of attitude towards switch and behavior intension towards switch.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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被引用次数
  1. 李國瑋(2016)。科技接受或轉換？科技轉換模式的初探與驗證。電子商務學報，18(2)，43-82。
  2. 潘彥蓁,劉仲矩(2017)。使用者認知人力銀行提供需求內容與忠誠度關聯－以滿意度為干擾效果。企業管理學報，115，27-53。
  3. (2020)。探討消費者對智能理財系統的採用意願。臺灣銀行季刊，71(2)，47-70。
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