跨渠道背景下的手机银行服务采纳研究：结合信任转移理论与TAM模型

发布时间：2018-05-13 15:16

本文选题：跨渠道背景 + 手机银行　；参考：《南京大学》2012年硕士论文

【摘要】：手机银行服务是移动信息技术在金融行业的一项新型应用。相比传统的实体银行服务、电话银行服务及网上银行服务,手机银行服务具有随时随地、便携性和私人性等优势。但是目前,采用手机银行服务的客户数远远小于采用其它银行业务的客户数量。其中很主要的原因是用户缺乏对手机银行服务的信任,进而影响他们接受并采纳手机银行服务。本文旨在探索如何利用手机银行服务的优势,把互联网环境中积累的用户信任传递到移动环境中来,从而快速构建一个可信的手机银行服务使用环境,促使客户积极使用手机银行服务。文中首先概括了手机银行业务的使用现状,并对用户采纳理论进行了回顾和归纳,包括理性行为理论、计划行为理论、信任和信任转移理论、口碑理论、效价理论等。在借鉴国内外对移动技术采纳的研究理论和方法,对跨渠道的消费者手机银行服务采纳因素进行一个系统、全面的研究。与以往研究不同的是,本文提出的跨渠道的消费者手机银行服务采纳模型以“用户的电子银行渠道转换意向”为研究对象,不仅包括传统技术采纳模型中的感知易用性、感知有用性、(手机银行)信任等变量,还结合信任转移理论,引入(网上银行)信任、网上银行使用习惯、渠道转换成本等变量,致力于发现影响用户跨渠道采纳手机银行服务的主要因素。考虑到在校大学生与商务白领是手机银行服务的主要潜在使用群体,本文将研究对象锁定在这两大群体中,利用网络调研的方式获取186份有效问卷,并使用SPSS和SmartPLS两款数据分析软件,对收集到的数据进行分析。结果显示,除转换成本之外的其他变量都对用户渠道转换态度具有显著影响,其中用户对手机银行的信任是最重要的正向影响因素(b=0.614),口碑效应对渠道转换态度存在显著正向影响(b=0.228),网上银行使用习惯对渠道转换态度存在显著负向影响(b=-0.074)。研究还发现,用户对网上银行的信任能够显著影响用户渠道转换态度,并且手机银行信任在两者间起完全中介作用,这也是本研究的创新之处。最后,在研究结论的基础上,本文提出了几点研究尚存的不足之处和对后续研究的展望。
[Abstract]:Mobile banking service is a new application of mobile information technology in the financial industry. Compared with the traditional physical banking services, telephone banking services and online banking services, mobile banking services have the advantages of anytime, anywhere, portability and personal nature. But at present, the number of customers using mobile banking services is much smaller than the number of customers using other banking services. The main reason is that users lack trust in mobile banking services, which in turn affects their acceptance and adoption of mobile banking services. The purpose of this paper is to explore how to use the advantages of mobile banking services to transfer the trust accumulated in the Internet environment to the mobile environment, so as to quickly build a trusted mobile banking service environment. Encourage customers to actively use mobile banking services. In this paper, the current situation of mobile banking is summarized, and the theory of user adoption is reviewed, including rational behavior theory, planning behavior theory, trust and trust transfer theory, word-of-mouth theory, tier-effect theory and so on. Based on the domestic and foreign research theory and method of mobile technology adoption, this paper makes a systematic and comprehensive study on the factors of cross-channel consumer mobile banking service adoption. Different from previous studies, the cross-channel consumer mobile banking service adoption model proposed in this paper takes "users' channel switching intention" as the research object, including not only the perceived ease of use in the traditional technology adoption model. Perceived usefulness (mobile banking) trust and other variables, combined with trust transfer theory, the introduction of (online banking) trust, online banking habits, channel switching costs and other variables, Committed to identify the main factors affecting the adoption of mobile banking services across channels. Considering that college students and business white-collar workers are the main potential users of mobile banking services, this paper focuses on these two groups and obtains 186 valid questionnaires by means of network research. And the use of SPSS and SmartPLS two data analysis software, collected data analysis. The results show that all variables other than the conversion cost have a significant impact on the channel switching attitude of users. Among them, the trust of users in mobile banking is the most important positive influence factor, the word-of-mouth effect has a significant positive effect on channel switching attitude, and Internet banking usage habits have a significant negative effect on channel switching attitude. It is also found that users' trust in Internet banking can significantly affect the channel switching attitude of users, and the trust of mobile banking plays a complete intermediary role between the two, which is also the innovation of this study. Finally, on the basis of the conclusion of the study, this paper puts forward some remaining deficiencies of the research and prospects for further research.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F832.2

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