A New Hybrid Technology Acceptance Approach for Exploring e-CRM System Adoption in the Financial Services Industry: An Empirical Study

利用新混合科技接受模型來探討財務服務產業電子化顧客關係管理資訊系統之應用

10.6595/BDCM.2007.2(2).3

董峰呈(Feng-Cheng Tung)；張淑昭(Su-Chao Chang)

電子化顧客關係管理 ； 創新擴散理論 ； 科技接受模式 ； 信任 ； 電腦自我效能 ； 行為意圖 ； Electronic customer relationship management ； Innovation diffusion theory ； Technology acceptance model ； Trust ； Computer self-efficacy ； Behavioral Intention

致遠管理學院學報

2_2期（2007 / 09 / 01）

41 - 62

英文

隨著資訊科技的快速發展，網際網路的使用人口也大量増加而，電子化顧客關係管理資訊系統在協助企業提升競爭力方面扮演了非常重要的角色。本研究結合創新擴散理論及科技接受模式並增加了信任及電腦自我效能兩個研究變數成立一個新混合科技接受模型。本研究利用新混合科技接受模型去研究在台灣財務服務產業中使用者對電子化顧客關係管理資訊系統的接受程度。從36間台灣財務服務公司收集了267份問卷調查為研究樣本，最後本研究發現新混合科技接受模型能準確的預測電子化顧客關係管理資訊系統使用者的行為意圖。

With the rapid development of Information Technology, and increase in Internet user populations, electronic customer relationship management (e-CRM) plays an ever-more important role in the development and improvement of competitiveness in enterprises. This research combines innovation diffusion theory (IDT), the technology acceptance model (TAM) and also adds two new research constructs, trust and computer self-efficacy (CSE). Thus we set forth a new hybrid technology acceptance approach to use the Financial Services Industry in Taiwan as the focus of research in order to study users' acceptance of the e-CRM system. Based on 267 questionnaires collected from 36 financial service corporations in Taiwan, the research finds that studies strongly support this new hybrid technology acceptance approach in predicting the user's intention to use the e-CRM system

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