移动银行大学生群体使用意向影响因素研究

发布时间：2018-01-06 05:16

本文关键词：移动银行大学生群体使用意向影响因素研究　出处：《江苏科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：移动银行又称为手机银行，，作为移动商务在金融方面的一个应用，有着金融理财管理、电子支付、购物消费等功能。它的出现节约了人们的成本和时间，为人们带来了极大的方便和快捷。我国移动银行由于起步较晚，技术、功能、传统观念等问题的限制并未得到普遍的推广和使用。大学生群体作为社会的一个特殊群体，是移动银行推广的潜在市场，研究其使用意向和影响因素关系着移动银行的推广和发展。本研究在相关文献成果总结与回顾的基础上，从消费者采纳的角度研究大学生群体对移动银行的使用意向及各影响因素之间的关系。首先，基于技术接受模型理论、创新扩散理论、感知风险理论、移动银行和大学生的特点，将感知有用性、感知易用性、个人创新性、感知成本、感知风险作为影响因素构建研究模型并提出相关假设。然后，将人口统计变量如性别、年龄、学历、通讯月支出、移动银行了解情况、移动银行使用情况作为控制变量，讨论其对使用意向及各影响因素上是否有显著性的差异。其次，以调查问卷的方式收集数据，运用SPSS16.0和AMOS7.0软件对285份有效问卷进行信度效度分析、结构方程模型、方差分析和T检验，对假设进行验证。最后，根据研究结论为银行、运营商等企业提出了针对大学生群体移动银行营销方面的建议，以促进移动银行的推广和发展。
[Abstract]:Mobile banking is also known as mobile phone bank, as an application of mobile commerce in the financial sector, with financial management, electronic payment, shopping and other functions. It has reduced the cost and time of the people, for the people brought great convenience and fast. China's mobile banking technology, because of the late start, the function, the traditional concept of the problem constraints has not been popularized and used widely. The college students as a special social group, is a potential market for mobile banking to promote the study of the relationship between the promotion and development of mobile banking their intention to use and influence factors.
Based on the related literatures review and summarize on the relationship between the factors of college students on the intention to use mobile banking and the influence from the perspective of consumer adoption. Firstly, based on the theory of technology acceptance model, innovation diffusion theory, the theory of perceived risk, mobile banking and the characteristics of college students, perceived usefulness, perceived easy to use, personal innovativeness, perceived cost, perceived risk as the influencing factors, construct the research model and put forward relevant assumptions. Then, the demographic variables such as gender, age, education, communication on support, mobile banking information, mobile banking is used as a control variable, to discuss the difference of whether there is a significant factor use intention and the influence. Secondly, data collected by questionnaires, using SPSS16.0 and AMOS7.0 software reliability analysis on 285 valid questionnaires, structure Equation model, variance analysis and T test are used to verify the hypotheses. Finally, according to the research conclusion, suggestions for banks, operators and other enterprises on the marketing of mobile banking for college students are put forward, so as to promote the promotion and development of mobile banking.

【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F224;F830.49;G649.2

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