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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87561

    Title: 知覺風險對網路銀行使用意願之研究
    Other Titles: A study of the perceived risks on internet bank using intention
    Authors: 劉宗峯;Liu, Tsung-feng
    Contributors: 淡江大學企業管理學系碩士在職專班
    Keywords: 網路銀行;知覺風險;品牌權益;產品涉入;使用意願;Internet bank;perceived risk;Brand Equity;Product Involvement;Usage Intention
    Date: 2012
    Issue Date: 2013-04-13 11:26:22 (UTC+8)
    Abstract: 目前是網際網路發達的時代,各式電子金融交易的使用量越來越高。其中,網路銀行可提供銀行消費者透過網際網路來查詢帳戶金額或轉帳交易等,讓消費者不用出門即可完成金融需求,銀行業者也掌握這股商機積極地推動網路銀行,各家銀行的網路銀行使用人數也顯著成長。
    Today is the era of internet with vigorous growth; various types of electronic financial trading were used more and more. One among them, internet banking allows clients searching remaining sum in bank account, or transferring money through the internet. That means client is able to carry out financial discretion at home. Accordingly, banking industry promotes internet banking aggressively, and amount of internet banking client is also growing significantly.

    In this study, we focused on collaboration of relevant literatures in the first step, and conducted data collection by questionnaire survey for investigating behaviors of internet banking client. It revealed that most of clients concern about internet security. Therefore, we intended to investigate if the intention of using internet banking is affected by Perceived Risk, and further investigate the relationship between Product Involvement, Brand Equity and intention of using internet banking.

    The study result revealed: (1) Perceived Risk negatively affects client’s intention of using internet banking; (2) Product Involvement positively affects client’s intention of using internet banking; (3) Brand Equity has no significant interference with intention of using internet banking; (4) Product Involvement and Brand Equity don’t interfere in the interference of Perceived Risk with client’s intention of using internet banking.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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