个人网上银行业务顾客感知风险与顾客保留意愿的关系研究：转换成本的调节作用

发布时间：2018-04-04 15:03

本文选题：感知风险　切入点：顾客保留意愿　出处：《东北财经大学》2013年硕士论文

【摘要】：伴随着信息技术的高速发展,尤其是网络技术的普及,全球电子商务模式和人们的消费观念都产生了巨大的变化。从1995年第一家网上银行走入人们的视野以来,经过不到30年的发展,网上银行已经被世界主要国家和地区的消费者广泛接受。但是,近十年来网上银行事故频发,客户账户被盗、隐私资料被泄露的事件频发,尽管网上银行用户的数量非常庞大,事故所占比例不高,但却不能不重视网上银行事故对消费者心理产生的巨大影响。消费者通过已发生事故所感知到的风险,无疑会使消费者对网上银行产生一定的抵抗情绪,这种情绪非常不利于银行业务的拓展。通过对现有文献检索分析,发现过往学者大多将研究重点放在感知风险和转换成本对于消费者行为的影响作用上,而相对忽视了对于消费者心理的影响作用。本文从这一点出发,采取实证研究的方法,通过对网上银行顾客样本数据采集和分析,深入探讨感知风险和转换成本对顾客保留意愿的影响作用。本文分析得出如下结论： (1)个人网上银行业务的顾客感知风险与顾客保留意愿显著负相关,即在使用网上银行的过程中,顾客所感受到的风险越高,顾客保留意愿越低,就越容易更换当前网上银行服务的供应商。这一点是与事实和逻辑相符合的。(2)个人网上银行业务的转换成本从更换供应商流程的视角来看,可以划分为退出成本和建立成本,退出成本与顾客保留意愿存在显著负相关关系,即银行所设立的退出成本越高,顾客的保留意愿就越低。建立成本对于顾客保留意愿的影响作用并不显著。(3)转换成本对于感知风险和顾客保留意愿的调节作用部分成立。退出成本显著增强隐私风险和顾客保留意愿之间的负向关系,即顾客在感受到隐私可能泄露的风险时,退出成本越高,顾客保留意愿越低。针对以上研究结论,本文对各银行提出了几点营销启示：(1)通过网上银行安全性营销,提升顾客感知安全性。(2)适度设立退出成本,不断降低建立成本,“锁住”有价值的顾客。
[Abstract]:With the rapid development of information technology, especially the popularization of network technology, the mode of global electronic commerce and people's consumption concept have changed greatly.After less than 30 years of development, Internet banking has been widely accepted by consumers in major countries and regions of the world.However, in the past decade, there have been frequent incidents of online banking accidents, customer accounts stolen and privacy information leaked. Although the number of Internet banking users is very large, the proportion of accidents is not high.However, we should attach great importance to the impact of online banking accidents on consumer psychology.The risk that consumers perceive through the accidents will undoubtedly make consumers have a certain resistance to online banking, which is not conducive to the expansion of banking business.Through the analysis of the existing literature, it is found that most of the past scholars have focused on the impact of perceived risk and switching costs on consumer behavior, while ignoring the impact on consumer psychology.From this point of view, this paper adopts the method of empirical research, through the collection and analysis of customer sample data of online banking, deeply discusses the effect of perceived risk and switching cost on customer retention intention.The conclusion of this paper is as follows:1) the perceived risk of personal online banking business is negatively correlated with customer retention intention, that is, in the process of using online banking, the higher the risk the customer feels, the lower the customer retention willingness is.The easier it is to replace the current online banking service providers.This is true of fact and logic. 2) the conversion costs of personal online banking can be divided into exit costs and build costs from the perspective of the replacement supplier process.There is a significant negative correlation between withdrawal cost and customer retention intention, that is, the higher the exit cost set up by the bank, the lower the customer retention willingness.The effect of establishment cost on customer retention intention is not significant.) the effect of conversion cost on perceived risk and customer retention intention is partly true.Exit cost significantly enhances the negative relationship between privacy risk and customer retention willingness, that is, the higher the exit cost, the lower the customer retention willingness when the customer feels the risk of privacy disclosure.In view of the above research conclusions, this paper puts forward several points of marketing enlightenment to each bank: 1) through the security marketing of online bank, to enhance the customer perceived security. 2) to set up the exit cost moderately, to reduce the establishment cost continuously, and to "lock" the valuable customer.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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