感知风险对网上银行影响的实证研究

发布时间：2018-03-17 11:39

本文选题：网上银行　切入点：感知风险　出处：《西南财经大学》2012年硕士论文　论文类型：学位论文

【摘要】：根据《第29次中国互联网络发展状况统计报告》指出,到2011年12月底,中国网民规模突破5亿,达到5,13亿,而网上银行客户数量为1.66亿,全年客户增长了19.2%。2010年中国网上银行交易规模为549.5万亿元,同比增长49%。至2014年,中国网上银行的交易规模有望突然2200万亿元。尽管网上银行业务越来越受到人们的认可,但同时也存在着很多因素影响着我国网上银行的发展。其中,网民对网上银行的使用心存芥蒂是阻碍其发展的重要因素。据报告指出,只有当客户对网上银行的安全具有足够的信心,才能够真正提高使用频率和支付金领。 2011年12月暴发的网民信息泄露事情,引起了社会各界的关注,据预测,涉及用户将会上亿。这场事故被称为中国互联网史上最大的信息泄露事件,更加深了网民对互联网信息安全的忧虑。根据艾瑞咨询《2011年下半年个人网络安全报告》显示,2011年下半年网民最担心的安全损失是金钱损失和隐私泄露,比较关注的安全困扰类型主要有网银被盗号、电脑运行缓慢和隐私资料被泄漏。其中,网上银行被盗号最受网民关注,客户占比为54.9%,隐私资料外泄则位居第三,客户占比为51.2%。综合网民的关注点,可以看出网民对与经济、个人隐私挂钩的困扰更为关注。对于客户的这种担心可以用感知风险理论来解释,也有许多学者用研究证实了感知风险对网上银行的使用呈负相关关系。本文将网上银行结合感知风险理论,试图找出感知风险影响网上银行的因素,从而促进银行业集中精力做好客户关心的事,促进服务质量。全文共分五个部分：第一章：绪论。本章首先介绍了目前网上银行的发展的现状和趋势,以及目前客户对使用网上银行担心的问题。总结前人对网上银行的研究及感知风险理论在网上银行研究中的运用,以此引出本文研究的问题。并对研究问题进行分解,阐述本文的研究内容,解释本研究的实际意义与理论意义,提出研究的思路与技术路线安排及数据分析方法,最后说明本研究的贡献与创新之处。第二章：对网上银行和感知风险的定义及相关研究进行总结。本章首先阐述学术界与各相关组织网上银行不同的定义,网上银行按照各个不同标准的分类,网上银行的现状及前人对网上银行研究的小结。其次,列举了对感知风险的在传统环境下及网络环境下的不同定义,传统环境和网络环境中感知风险维度的区别。最后,回顾了前人以感知风险为视角对网上银行进行的相关实证研究情况。第三章：感知风险对网上银行的影响因素的模型构建与研究设计,以及调查问卷的发放与回收。本章的主要任务是建立感知风险对网上银行影响因素的模型。根据以往学者的研究结论,结合实际中网上银行感知风险可能的影响因素,构建本文的研究模型。在该模型的基础上提出研究假设,阐述了实证研究的框架设计和量表设计情况,确定调查对象、抽样方法、样本量大小以及数据收集方法。第四章：感知风险对网上银行影响的实证研究分析。本章主要是回收的调查问卷进行分析,分析数据的工具是专业的统计软件SPSS19.0。首先对调查问卷数据进行描述性统计分析,了解被调查对象的性别、年龄、受教育程度、收入等一系列人口统计特征；然后,使用主成分法进行因子分析,探索并验证感知风险的维度；接下来,运用相关分析得出感知风险各维度的相关性和各个影响因素与感知风险的相关性；紧接着,对影响感知风险的各个因素进行多元线性回归,得出各个影响因素的对感知风险的回归方程；最后,对客户的人口统计特征进行单因素方差分析,分析人口统计特征对感知风险的影响。第五章：研究结论与展望。经过第四章的实证分析与讨论,得出本文最后的结论,并根据结论对网上银行营销策略提出建议。然后,说明本研究对网上银行研究领域的价值,以及在研究过程中出现的不足。最后,针对本文的局限,指出在本研究领域后续研究中,可以改进的问题和方向。本文的创新之处主要有以下几点： 1.研究视角较新以往学者对于网上银行,一般是站在银行的角度,研究网上银行的使用意愿、服务质量、满意度和忠诚忠以及法律监管问题。本文选取客户因素作为新的研究视角,论述感知风险对客户的影响,研究视角更为新颖、具体。 2.揭示了网上银行感知风险的维度和影响因素在以前的研究中,学者只论证了感知风险对网上银行的使用存在影响,是将感知风险作为一个整体进行研究,并没有说明感知风险的维度可以分为哪些内容,更没有揭示哪些因素可以影响感知风险。比如是网上银行的操作程序比较简单使使客户感知风险降低,还是网上银行的安全工作做的好使客户感知风险降低。研究感知风险的维度和影响因素有利于找出个人客户在使用网上银行过程中关心的问题。 3.揭示感知风险各维度对网上银行的相对影响程度在揭示了影响网上银行感知风险的因素之后,本文进一步考察了各个影响因素的相对重要程度,构建了影响网上银行感知风险的回归方程,这样有利于清晰、详细地了解影响客户对网上银行的感知风险的哪些因素更为重要。
[Abstract]:According to the statistics report of the twenty-ninth Chinese Internet development "pointed out that by the end of December 2011, China exceeded 500 million netizens, reached 5,13 billion, while the number of online banking customers 166 million, annual customer growth 19.2%.2010 Chinese online banking transactions was 549 trillion and 500 billion yuan, an increase of 49%. to 2014, online banking transaction size is expected to China suddenly 2200 trillion yuan. Although online banking is gaining more recognition, but there are also many factors affecting the development of Internet banking in China. Among them, Internet users use online banking grudge is an important factor to hinder its development. According to the report, only when the customer has enough confidence in the security of online banking that can really improve the frequency of use and payment.
In December 2011 the users of information leakage, has aroused the concern of the community, according to the forecast, the user will relates to millions. This accident is known as the Internet information leak Chinese biggest, the more deep worries of Internet users on the Internet information security. According to the first half of personal network security report > <2011 showed Ai Rui consulting the second half of 2011, the loss of security users are most concerned about is the loss of money and loss of privacy, pay more attention to the security problems of main types of online banking has been hacking, computer running slow and privacy data leakage. Among them, online banking is the most popular ones concern of Internet users, customers accounted for 54.9%, privacy data leakage is ranked third, accounting for customers is 51.2%. comprehensive concern of Internet users, Internet users can see on personal privacy and economic problems linked to more attention. This fear can be used for customer perceived risk management On the other hand, many scholars have confirmed that perceived risk has a negative correlation with the use of online banks.
Based on the theory of perceived risk in online banking, this paper tries to find out the factors of perceived risk affecting online banking, so as to promote the banking industry to concentrate on customer care and promote service quality. The paper is divided into five parts.
The first chapter: introduction. This chapter firstly introduces the present situation and trend of the development of online banking, as well as the current customers to use online banking concerns. Summarize the research and the perceived risk theory on online banking online banking in previous research, this leads to the problem studied in this paper. And the research of decomposition. Describes the research content of this paper, explain the practical significance and the theoretical significance of this study, put forward ideas and technical route research and data analysis methods, the contribution and innovation of the study.
The second chapter: the definition of Internet banking and the perceived risk and the related research summary. This chapter first explains the definition of the academic circles and the relevant organizations of the different online banking, online banking according to the different classification standard, current situation and previous summary of online banking online banking research. Secondly, lists the different definitions in the traditional environment under the network environment and the difference of perceived risk, perceived risk dimensions of traditional environment and network environment. Finally, a review of the studies with the perceived risk as the perspective of the related empirical study on Internet banking.
The third chapter: the influence of perceived risk of online bank construction factors of the model and research design, as well as the issuance of questionnaires and recycling. The main task of this chapter is to establish the perceived risk factor model of the online bank. According to the conclusions of previous scholars, combining the factors of perceived risk of online banking may in reality, research model the construction of this paper. Put forward the research hypothesis on the basis of the model, describes the framework design and scale design of the empirical research, determine the object of investigation, sampling methods, sample size and data collection method.
The fourth chapter: the analysis of empirical research on perceived risk of online banking influence. This chapter is mainly questionnaires analysis tools, analysis of data is the professional statistical software SPSS19.0. first descriptive statistical analysis of survey data, understand the subjects of sex, age, education, income and a series of population statistics then, characteristics; using principal component method of factor analysis, to explore and validate the perceived risk dimensions; then, correlation and correlation analysis using the impact of various dimensions of perceived risk factors and perceived risk; then, the influences of different factors on the perceived risk of multiple linear regression, the various factors of perception the risk of regression equation; finally, the demographic characteristics of customers of the single factor analysis of variance, analysis of demographic characteristics on perception The impact of risk.
The fifth chapter is the conclusion and Prospect of the research. Through empirical analysis and discussion of the fourth chapter, draw the final conclusion of this paper, and according to the conclusion put forward suggestions on online banking marketing strategy. Then, illustrate the value of the research on research in the field of Internet banking, and problems in the course of the study. Finally, this paper points out the limitations. In the follow-up study of this field, can improve the problem and direction.
The main innovations of this paper are as follows:
1. research perspective is more new
The past scholars for online banking, is generally from the bank's point of view, will use the research of Internet banking service quality, satisfaction and loyalty loyalty and legal regulatory issues. This paper selects customer factors as a new research perspective, discusses the impact on the customer perceived risk, the research perspective is more novel and specific.
2. reveals the dimensions and influencing factors of perceived risk of online banking
In previous studies, scholars only demonstrated that perceived risk impact on the use of online banking, is the perceived risk is studied as a whole, and did not explain the perceived risk dimensions can be divided into what, not to reveal what factors can influence perceived risk. Such as online banking operation procedure is relatively simple the customer perceived risk reduction, or that the customer perceived risk of online banking security work do decreased. Factors of perceived risk dimensions and influence will help identify individual customer care in the process of using the online banking problems.
3. reveal the relative impact of perceived risk dimensions on online banks
After the factors reveals the influence of perceived risk of online banking, this paper further investigates the impact of various factors of the relative importance of the regression equation of the perceived risk of Internet banking is constructed, which is conducive to a clear, detailed understanding of the factors which influence the risk of online banking customers know the feeling is more important.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F224

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