知覺風險對網路銀行使用意願之研究

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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李月華
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。本研究先針對相關文獻進行整理，再透過問卷調查的方式蒐集資料，以探討銀行顧客使用網路銀行的使用行為。大多數消費者對網路銀行最擔心的是資訊安全的問題，本研究以統計方法探討知覺風險對網路銀行使用意願之影響，並進而探討產品涉入及品牌權益與網路銀行使用意願之關係。研究結果發現：(1)知覺風險會負向且顯著影響銀行顧客對網路銀行的使用意願。(2)產品涉入會正向且顯著影響銀行顧客對網路銀行的使用意願。(3)品牌權益對網路銀行的使用意願無顯著影響。(4)「產品涉入」與「品牌權益」，對於知覺風險影響網路銀行之使用意願，並無顯著的干擾效果。關鍵字：網路銀行;知覺風險;品牌權益;產品涉入;使用意願 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:	[Graduate Institute & Department of Business Administration] Thesis

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