基于技术接受模型的手机银行使用意向影响因素实证研究

发布时间：2018-10-04 19:06

【摘要】：随着科技迅猛发展、人们生活节奏越来越快,手机因其便携性成为都市人必备的基本用具。手机作为银行新服务渠道的战略价值也越来越明显。手机银行正是在这种背景下产生的。在网银的基础上,其更突出了“移动”的特性,使顾客能够随时、随地办理银行业务。随着手机银行战略价值的凸显,研究手机银行用户的使用意向影响因素也成为一个极具战略意义的课题。本文以技术接受模型为基本框架,结合手机银行的具体特点引入了感知风险性及感知流行性两个思考角度,构建手机银行使用意向形成因素模型。并在框架中引入用户细分变量,研究其与手机银行使用意向各影响因素的关系,以期了解不同的细分用户之间在手机银行使用意向影响因素上是否存在差异。笔者根据以往研究成果的成熟量表编制了本文所需的问卷调查表,并通过专家访谈、预调查的方式对问卷进行调整。通过问卷调查,本文搜集了研究所需数据,并运用spss19.0进行数据分析以验证各变量之间的关系,并研究了细分用户在手机银行使用意向影响因素的差异表现。数据分析方法包括信度效度分析、描述性统计分析、相关分析、路径分析、独立样本T检验以及对应分析。研究结果显示： (1)用户的感知有用性、感知易用性、感知风险性、感知流行性和使用态度是影响用户手机银行使用意向的重要影响因素。 (2)感知易用性不仅直接对使用态度有直接影响,还对感知有用性产生直接影响。 (3)感知流行性不仅直接对用户的使用态度产生影响,还会直接影响到用户对手机银行有用性和风险性的感知。 (4)性别在使用态度、感知有用性和感知流行性三个影响因素上存在显著性差异。男性比女性对手机银行有用性感知更明显,更认为手机银行是流行的,更乐于接受手机银行。 (5)20-30岁人群更认为手机银行有用、易用、流行,更倾向于使用手机银行。30岁以上人群,随着年龄增大,更倾向于保守,不愿意使用手机银行,对手机银行有用性、易用性、流行性感知逐渐减弱,同时对风险感知则逐渐增强。 (6)随着用户手机银行使用经验的增多及对手机银行知识了解的加深,他们趋向于认为手机银行有用、易用、流行,对手机银行的风险感知趋低,倾向于使用手机银行。最后,本文在对研究结论进行总结的基础上,基于手机银行正处于导入期的背景,提出了手机银行导入期的市场营销建议,并对后续的研究做出了展望。
[Abstract]:With the rapid development of science and technology, people live more and more fast, mobile phone has become a basic appliance for urban people because of its portability. The strategic value of mobile phone as a new service channel for banks is becoming more and more obvious. It is in this context that mobile banking emerged. On the basis of online banking, it highlights the "mobile" feature, enabling customers to handle banking at any time, anywhere. With the prominent strategic value of mobile banking, it has become a strategic issue to study the influencing factors of mobile banking users' intention to use. This paper takes the technology acceptance model as the basic framework and introduces two thinking angles of perceived risk and perceived popularity in combination with the specific characteristics of mobile banking to construct a model of forming factors of mobile bank's intention to use. And introduce the user subdivision variable in the framework, study the relationship between the user subdivision variables and the mobile bank intention to use each factor, in order to understand whether there are differences in the mobile bank use intention factors among the different subdivision users. According to the mature scale of previous research results, the author has compiled the questionnaire required in this paper, and adjusted the questionnaire through expert interview and pre-investigation. Through the questionnaire survey, this paper collects the data needed for the research, and uses spss19.0 to analyze the data to verify the relationship between the variables, and studies the different performance of the influencing factors of the users' intention to use in the mobile bank. Data analysis methods include reliability and validity analysis, descriptive statistical analysis, correlation analysis, path analysis, independent sample T test and correspondence analysis. The results show that: (1) users' perceived usefulness, perceived ease of use, perceived risk, perceived popularity and use attitude are important factors affecting users' mobile bank use intention. (2) perceived usability has a direct impact not only on use attitude, but also on perceived usefulness. (3) perceived popularity not only has a direct impact on the user's use attitude, but also directly affects the user's perception of the usefulness and risk of mobile banking. (4) there were significant differences in three influencing factors: use attitude, perceived usefulness and perceived epidemic. Men are more aware of the usefulness of mobile banking than women, more popular and more receptive to mobile banking. (5) people aged 20-30 years think that mobile banking is more useful, easy to use, popular, and more inclined to use mobile banking. With age, they tend to be more conservative, unwilling to use mobile banking, which is useful and easy to use. The epidemic perception gradually weakens, at the same time, the risk perception is gradually strengthened. (6) with the increase of mobile banking experience and knowledge of mobile banking, they tend to think that mobile banking is useful, easy to use, popular, low risk awareness of mobile banking, tend to use mobile banking. Finally, on the basis of the conclusion of the research, based on the background that mobile bank is in the period of introduction, the paper puts forward the marketing suggestions of the period of the introduction of mobile banking, and makes a prospect for the future research.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.3

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