个人网上银行客户使用意愿评价研究

发布时间：2018-02-24 10:21

本文关键词： 网上银行使用意愿灰色聚类分析　出处：《南京工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着网络技术的不断普及，电子商务市场的蓬勃发展，促使网上银行的出现和迅猛发展。伴随着中国银行业的全面开放，银行之间的竞争也越来越激烈。网上银行作为金融行业和电子商务结合的产物，也逐渐成为国内银行在中国市场角逐的利器。对于尚处于初级发展阶段的个人网上银行来说，为了在竞争中立于不败之地，目前需要考虑的是如何留住老客户，吸引新客户，扩大自己的客户群，提高自己的竞争力。银行业作为服务性行业，客户至上是一成不变的宗旨，因此网上银行所推出的各种服务需要让客户满意，吸引更多的客户，使自己的客户群不断扩大。自网上银行诞生以来，国内外已有一些关于网上银行的相关研究及著作。互联网带来的新特点，使网上银行的经营模式已经突破传统银行的多重限制，学者们对于网上银行的研究大多集中于网上银行发展的策略、发展网上银行的风险及其防范措施、对网上银行的监管等问题进行研究，对于网上银行客户使用意愿的研究还相对较少。因此，我们有必要对网上银行客户使用意愿这一问题加以研究。本文在管理理论的基础上，，采用统计学相关方法和灰色系统理论，对影响个人网上银行的使用意愿问题进行了深入研究。首先，在总结前人对客户使用意愿的影响因素的基础上，从个人网上银行提供服务和客户感知两个角度提出了个人网银客户使用意愿的影响因素，分别是：“有用性”、“易用性”、“关怀性”、“可靠性”、“响应性”、“分享性”、“易变性”，并进行分析、构建了指标体系；然后，基于灰色定权聚类法构建个人网银客户使用意愿评价模型，采用问卷调查法获得的原始数据，分析了网上银行市场交易额前十的十家银行的个人网银客户使用意愿情况，并做了结果分析；最后，从实证研究所发现的问题入手，提出了改善个人网银客户使用意愿的对策与建议。
[Abstract]:With the continuous popularization of network technology and the vigorous development of electronic commerce market, the emergence and rapid development of online banking, along with the overall opening of China's banking industry, The competition among banks is also becoming more and more intense. As a product of the combination of financial industry and electronic commerce, online banking has gradually become a sharp weapon for domestic banks to compete in the Chinese market. For individual online banks, which are still in the initial stage of development, In order to remain invincible in the competition, what needs to be considered at present is how to retain old customers, attract new customers, expand their customer base, and improve their competitiveness. Therefore, all kinds of services offered by online banking need to satisfy customers, attract more customers and expand their customer base. There have been some related studies and works on online banking at home and abroad. The new features brought by the Internet have made the business model of Internet banking break through the multiple restrictions of traditional banks. Scholars mostly focus on the development strategy of online banking, the risks of developing online banking and its preventive measures, the supervision of online banking, and so on. Therefore, it is necessary to study the use intention of online banking customers. On the basis of management theory, this paper makes a deep research on the influence of personal online banking on the willingness to use by using statistical methods and grey system theory. On the basis of summing up the influencing factors of customer's intention to use, this paper puts forward the influencing factors of personal online banking customer's intention to use from two angles of personal online banking service and customer perception. They are: "usefulness", "ease of use", "concern", "reliability", "responsiveness", "sharing", "variability", and then analyzes and constructs an index system. By using the original data obtained by questionnaire, this paper analyzes the usage intention of the 10 banks with the top 10 transactions in the online banking market, and makes an analysis of the results. Finally, it starts with the problems found in the empirical research. This paper puts forward the countermeasures and suggestions to improve the customer's willingness to use the personal banking network.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.6;F832.2

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