消费者对东亚银行网上银行使用意愿研究
发布时间：2019-03-27 19:32
【摘要】：随着金融市场的全球开放,银行业面临着巨大的同业竞争压力。网上银行以传统银行经营方式无可比拟的优势——成本低,业务容量大,处理速度快,不受时间和空间的限制等蓬勃发展起来,它可以降低银行的运营成本、实现与客户的有效互动并使其有能力为客户提供更多增值服务,让客户突破时空限制随时随地获得银行服务。发展网上银行已经成为金融创新、参与竞争并取得竞争优势的重要战略,尤其是对在与中资银行相抗衡中并不占优势的东亚银行而言。东亚银行的客户群体以企业主为主。收益率较高的理财产品和代理注册境外公司是东亚银行开拓网上银行业务,维护现有客户,挖掘潜在客户的重要营销手段之一。了解该部分客户对东亚银行网上银行使用意愿的影响因素,并制定有针对性的营销策略已成为必然,本次研究将对此进行理论与实证的研究。 本研究在总结以往网上银行所采纳行为研究的基础之上,将创新扩散理论、科技接受模型和计划行为理论相结合,从消费者的感知出发,发现了东亚银行网上银行服务现有的优势和不足,及其对消费者使用东亚银行网上银行意愿的影响,同时详细探讨了消费者创新性和自我效能对使用意愿的影响,并因此得出以下几个因子进行分析：比较优势、与个人行事方式的吻合程度、网上银行使用经验、配套的银行产品、复杂性、风险、一般创新性、特定创新性、自我效能感、感知有用性和感知易用性。 本研究通过对140份有效的问卷进行分析,得出的主要结论是配套的银行产品、感知易用性、比较优势、风险、感知有用性、特定创新性和自我效能,这七个因子对使用意愿的影响较大。基于以上结论,本文提出了五点改进对策,涉及了理财产品、境外公司服务、网上银行的系统升级、降低网上银行开户门槛、加强网上银行的安全措施等方面。通过实施以上对策,本研究可以有效的提高消费者对东亚银行网上银行的使用意愿。本研究的部分成果已经在东亚银行得到推行,并取得了较好的成效。
[Abstract]:With the global opening of financial markets, the banking industry is facing enormous competition pressure. Internet banking has an unparalleled advantage over traditional banking methods-low cost, large business capacity, fast processing speed, not limited by time and space, and so on. It can reduce the operating costs of banks. Achieve effective interaction with customers and enable them to provide more value-added services for customers to break through the constraints of time and space, anytime and anywhere access to banking services. The development of online banking has become an important strategy for financial innovation, participating in competition and gaining competitive advantage, especially for the Bank of East Asia, which is not dominant in competing with Chinese banks. The Bank of East Asia's customer base is dominated by business owners. It is one of the important marketing methods for Bank of East Asia to open up online banking business, maintain existing customers and tap potential customers with higher yield of wealth management products and agent registered overseas companies. It is necessary to understand the influencing factors of the customers' willingness to use the online bank of the Bank of East Asia, and to formulate targeted marketing strategies, which will be studied theoretically and empirically in this study. On the basis of summarizing the behavior research adopted by internet banking in the past, this research combines innovation diffusion theory, science and technology acceptance model and planning behavior theory, and proceeds from consumers' perception. This paper finds out the advantages and disadvantages of Bank of East Asia online banking service and its influence on consumers' willingness to use Bank of East Asia online banking. At the same time, it discusses in detail the influence of consumer innovation and self-efficacy on consumers' willingness to use it. As a result, the following factors are obtained: comparative advantage, degree of consistency with individual ways of doing things, experience in the use of online banking, supporting banking products, complexity, risk, general innovation, specific innovation, sense of self-efficacy, Perceived usefulness and perceived ease of use. Through the analysis of 140 valid questionnaires, the main conclusions of this study are matching banking products, perceived ease of use, comparative advantage, risk, perceived usefulness, specific innovation and self-efficacy. These seven factors have a great influence on the intention to use. Based on the above conclusions, this paper puts forward five countermeasures, including financial management products, services of overseas companies, system upgrading of online banks, lowering the threshold of opening accounts of online banks, strengthening the security measures of online banks, and so on. Through the implementation of the above countermeasures, this study can effectively improve consumers' willingness to use Bank of East Asia online banking. Some of the results of this study have been carried out in the Bank of East Asia, and good results have been achieved.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F831
本文编号：2448492
[Abstract]:With the global opening of financial markets, the banking industry is facing enormous competition pressure. Internet banking has an unparalleled advantage over traditional banking methods-low cost, large business capacity, fast processing speed, not limited by time and space, and so on. It can reduce the operating costs of banks. Achieve effective interaction with customers and enable them to provide more value-added services for customers to break through the constraints of time and space, anytime and anywhere access to banking services. The development of online banking has become an important strategy for financial innovation, participating in competition and gaining competitive advantage, especially for the Bank of East Asia, which is not dominant in competing with Chinese banks. The Bank of East Asia's customer base is dominated by business owners. It is one of the important marketing methods for Bank of East Asia to open up online banking business, maintain existing customers and tap potential customers with higher yield of wealth management products and agent registered overseas companies. It is necessary to understand the influencing factors of the customers' willingness to use the online bank of the Bank of East Asia, and to formulate targeted marketing strategies, which will be studied theoretically and empirically in this study. On the basis of summarizing the behavior research adopted by internet banking in the past, this research combines innovation diffusion theory, science and technology acceptance model and planning behavior theory, and proceeds from consumers' perception. This paper finds out the advantages and disadvantages of Bank of East Asia online banking service and its influence on consumers' willingness to use Bank of East Asia online banking. At the same time, it discusses in detail the influence of consumer innovation and self-efficacy on consumers' willingness to use it. As a result, the following factors are obtained: comparative advantage, degree of consistency with individual ways of doing things, experience in the use of online banking, supporting banking products, complexity, risk, general innovation, specific innovation, sense of self-efficacy, Perceived usefulness and perceived ease of use. Through the analysis of 140 valid questionnaires, the main conclusions of this study are matching banking products, perceived ease of use, comparative advantage, risk, perceived usefulness, specific innovation and self-efficacy. These seven factors have a great influence on the intention to use. Based on the above conclusions, this paper puts forward five countermeasures, including financial management products, services of overseas companies, system upgrading of online banks, lowering the threshold of opening accounts of online banks, strengthening the security measures of online banks, and so on. Through the implementation of the above countermeasures, this study can effectively improve consumers' willingness to use Bank of East Asia online banking. Some of the results of this study have been carried out in the Bank of East Asia, and good results have been achieved.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F831
【参考文献】
相关期刊论文 前2条
1 全冬梅;提高网上银行接受程度的对策研究[J];经济师;2005年10期
2 鲁耀斌;徐红梅;;技术接受模型的实证研究综述[J];研究与发展管理;2006年03期
相关硕士学位论文 前2条
1 冯萍;消费者网络银行使用意愿实证研究[D];对外经济贸易大学;2005年
2 桂媚君;个人网上银行使用意愿影响因素的实证研究[D];浙江大学;2007年
，本文编号：2448492
本文链接：https://www.wllwen.com/guanlilunwen/huobilw/2448492.html
