消费者对网上银行采用行为态度的影响因素研究——一个基于TPB模型的延伸研究

发布时间：2018-03-31 08:00

本文选题：网上银行　切入点：服务质量　出处：《生产力研究》2010年07期

【摘要】：随着信息技术的发展,网上银行已经成为人们日常生活中的重要元素,对网上银行消费行为的研究也逐步成为理论和实践上的重要话题。TPB模型从消费者对购买行为的态度、主观规范、感知行为控制程度三个方面来研究消费者行为。文章以消费者在网上银行采用行为为研究对象,在TPB模型基础上,从网上银行服务质量(IBSQ)、顾客感知价值(CPV)和感知风险(CPR)三个方面研究消费者对网上银行采用行为态度的前置因素,为网上银行营销和管理提供支持,并尝试进一步丰富和发展TPB模型。
[Abstract]:With the development of information technology, online banking has become an important element in people's daily life, and the research on online banking consumption behavior has gradually become an important topic in theory and practice. This paper studies consumer behavior from three aspects: subjective norm and perceived behavior control degree. This paper studies consumer behavior in online banking based on TPB model. This paper studies the leading factors of consumer's attitude towards online banking from the aspects of service quality of Internet banking, customer perceived value (CPV) and perceived risk (CPR), in order to provide support for marketing and management of online banking. And try to further enrich and develop the TPB model.
【作者单位】：河南财经学院;中国人民大学商学院;
【分类号】：F830.33

【相似文献】