DY银行个人网上银行使用意愿影响因素研究

发布时间：2018-06-02 06:37

本文选题：网上银行 + 使用意愿　；参考：《山东大学》2015年硕士论文

【摘要】：随着互联网技术的发展和普及,网上银行业务得到了迅速地发展,打破了时间和空间的限制,以其巨大的服务优势和创新优势成为银行业的重要竞争领域和效益增长点,深刻地影响和改变着人们的工作生活方式。当前DY银行个人网上银行业务的用户规模有限,已有用户活跃度和黏性不高,网上银行产品质量和服务水平较低,整体竞争力不强。为了拓展业务空间,推动网上银行业务的发展,须深入地研究个人网上银行使用意愿的影响因素,这对DY银行网上银行业务的持续健康发展具有非常重要的作用。本文对DY银行个人网上银行使用意愿影响因素进行研究,在对国内外相关理论和文献进行梳理和回顾的基础上,结合DY银行网上银行存在的问题和不足,借助UTAUT模型和SPSS统计分析软件对DY银行个人网上银行使用意愿影响因素进行实证研究,得出的结论是：绩效期望、努力期望、社会影响和企业形象等因素对个人网上银行使用意愿有正向影响,感知风险对使用意愿有负向影响,促进因素对使用意愿没有明显影响,同时性别、年龄、经验会对使用意愿产生调节作用。最后对研究结果进行了总结并提出了增强个人网上银行使用意愿的合理化建议。本文的创新之处在于借助整合技术接受模型(UTAUT)和感知风险理论,创建了个人网上银行使用意愿影响因素的理论模型,对网上银行及非网上银行用户进行调查,能多角度、全方位地了解网上银行使用意愿的影响因素。
[Abstract]:With the development and popularization of Internet technology, the online banking business has been developed rapidly, which breaks the limitation of time and space, and becomes an important competitive field and benefit growth point of banking industry with its huge service advantage and innovation advantage. Deeply influence and change people's work and life style. At present, the scale of DY bank's personal online banking business is limited, the user's activity and viscosity are not high, the product quality and service level is low, and the overall competitiveness is not strong. In order to expand the business space and promote the development of the online banking business, it is necessary to deeply study the influencing factors of the personal online banking intention, which plays an important role in the sustained and healthy development of the DY bank's online banking business. This paper studies the influencing factors of DY bank's personal online banking intention, combs and reviews the relevant theories and literatures at home and abroad, and combines the problems and shortcomings of DY bank's online banking. With the help of UTAUT model and SPSS statistical analysis software, this paper makes an empirical study on the influencing factors of DY bank's personal online bank's willingness to use. The conclusions are: performance expectation, effort expectation, and so on. Factors such as social influence and corporate image have a positive effect on personal online bank use intention, perceived risk has a negative impact on use intention, and promotion factors have no significant influence on use intention, while gender, age, etc. Experience has a moderating effect on the willingness to use. Finally, the paper summarizes the research results and puts forward some reasonable suggestions to enhance the willingness of personal online banking. The innovation of this paper is that with the help of integrated technology acceptance model (UTAUTT) and the theory of perceived risk, a theoretical model of influencing factors of personal online bank's willingness to use is established, and the users of online bank and non-online bank can be investigated from many angles. Understand the influence factors of the intention to use the internet bank in all directions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

【参考文献】