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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110747

    Title: 不同性別之消費者對行動銀行使用意圖之研究 : 以計畫行為理論模型觀點
    Other Titles: A study of consumer usage intention on Theory of Planned Behavior toward mobile banking : gender as a moderator
    Authors: 張敬忠;Chang, Ching-Chung
    Contributors: 淡江大學國際企業學系碩士班
    張俊惠;Chang, Chun-hui
    Keywords: 行動銀行;計畫行為理論;性別差異;Mobile banking;Theory of planned behavior;Gender difference
    Date: 2016
    Issue Date: 2017-08-24 23:35:03 (UTC+8)
    Abstract:   在這金融創新的年代,如何掌握消費者的行為,使得金融服務更加貼近消費者的生活,贏得青睞是值得深思的議題。因此本研究將以計畫行為理論為基礎,對台灣的行動銀行市場相關消費行為進行探討。又因性別再以往常常是個大產業發展不同策略的主要考量因素之一,所以本研究加入性別為干擾變數,分別探究男女市場的差異。
      本研究採網路問卷進行隨機抽樣,再使用SPSS 22.0版及Lisrel 8.7版作為本研究之資料分析工具。透過結構方程模型分析驗證研究假說,得知以下結論:
      In this era of financial innovation, how to assimilate the behavior of consumers so that financial services are closer to the lives of consumers and are being favored is a question worth pondering. Therefore, this study utilizes the Theory of Planned Behavior as a foundation to examine consumer behavior in Taiwan’s mobile banking market. Additionally, gender is often one of the main considerations that big industries develop different strategies. Thus, this study includes gender as a moderator to examine the differences between male and female markets.
      The purpose of this study is to investigate the overall, male and female markets by utilizing the Theory of Planned Behavior. Through attitude, subjective norms and perceived behavioral control, this study examines whether or not they have a positive impact on consumers’ intention. As well as the mediating role of attitude in the influencing process.
      This study collects data from online questionnaire, where random samples are selected. SPSS 22.0 and Lisrel 8.7 are applied to analyze the data. Through employing structural equation modeling to test the hypotheses, results are gathered as below:
    (1)In Taiwan’s overall mobile banking market, attitude, subjective norms, and perceived behavioral control have positive impact on the intention to use mobile banking. Furthermore, attitude plays an important role in the path from subjective norms to intention.
    (2)The difference between male and female markets is evident. The male market is similar to the overall market, whereas the female market is not. The female''s PCB has no effect on intention. The only path is subjective norm influences intention through the mediation effect of attitude.
      The results and findings of this study suggest that as financial industries are strongly recommending their mobile banking services, surveys should be conducted to understand consumer satisfaction. Another approach to enhance mobile banking intention is to cause male consumers to perceive it as easy to use.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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