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題名 | 運用模式比較法探討影響消費者行動銀行使用意願之因素=Factors Affecting Consumer Intentions to Use Mobile Banking: A Model Comparison Approach |
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作者 | 王怡舜; 廖奕雯; Wang, Yi-shun; Liao, Yi-wen; |
期刊 | 資訊管理展望 |
出版日期 | 20041000 |
卷期 | 6:2 2004.10[民93.10] |
頁次 | 頁43-62 |
分類號 | 562.3 |
語文 | chi |
關鍵詞 | 行動銀行; 科技接受模式; 計劃行為理論; 社會認知理論; Mobile banking; Technology acceptance model; Theory of planned behavior; Social cognitive theory; |
中文摘要 | 隨著行動通訊技術的進步,電子銀行的發展也朝向行動銀行邁進。雖然目前很多銀行業者在無線通訊技術的商業應用上投入相當多的資源,然而目前行動銀行的使用率仍然偏低,因此有必要進一歩研究影響消費者使用行動銀行的因素為何。本研究將使用擴充之科技接受模式、計劃行為理論、社會認知理論、以及一個整合模式來探討影響消費者行動銀行使用意願之因素,並比較四個理論模式的解釋能力,期望能夠提供銀行業者推廣行動銀行應用之參考。本研究收集了 225 份樣本資料,經過構念測量模式的信度與效度檢驗之後,再運用路徑分析進行參數估計,研究的結果顯示擴充之科技接受模式在本研究中的解釋力高於計劃行為理論以及社會認知理論,而整合三個理論的模式並不能大幅增加模式的解釋力。最後,本文則討論研究成果對於資訊科技接受研究議題以及行動銀行管理實務的相關意涵,並提出一些後續的研究方向。 |
英文摘要 | Advances in wireless technology increase the number of mobile device users and give pace to the rapid development of mobile banking conducted with these devices. While many commercial banks are today making considerable investments to take advantage of the new business possibilities offered by wireless technology, report on mobile banking has shown that potential consumers may not use the systems in spite of their availability. Thus, there is a need for research to identify the factors that affect consumer intention to use mobile banking systems. This study research represents a conceptual replication of several previous IT acceptance studies. The particular models under investigation are the augmented Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), the Social Cognitive Theory (SCT), and an integrated model. These models are empirically examined and compared, using the responses to a survey on mobile banking acceptance collected from 225 respondents in Taiwan. Data were tested against the four competing models using the path analysis. The results indicated that the augmented TAM appeared to be superior to TPB and SCT in explaining behavioral intention to use mobile banking, and that the integrated model is better than augmented TAM but the difference is not substantial. Finally, several implications for IT/IS acceptance research and mobile banking management practices are discussed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。