消费者使用网络银行的影响因素及营销策略研究

发布时间：2019-05-15 00:49

【摘要】：互联网在现如今的生活中占据着不可替代的位置,正深刻的影响着人们的日常生活,网络银行作为传统银行业务和信息技术结合的产物给人们的生活带来了极大的便利,因此,许多商业银行都纷纷把网络银行作为未来发展的重点。然而,虽然各商业银行都非常重视网络银行的发展,加大资金、人才等投入和开发力度,网络银行仍然面临着使用率达不到预期的问题。在此背景下,从技术接受模型对网络银行使用的影响着手,在查阅大量国内外参考文献的基础上,将技术接受模型分为感知有用性和感知易用性两个维度,分别研究感知有用性和感知易用性对网络银行使用的影响,并且加入了相容性、感知风险性两个调节变量分析。本研究主要采用问卷调查的方法,在利用调查问卷收集到数据后,利用SPSS19.0对问卷数据进行了信度和效度分析、因子分析、相关分析、回归分析,以及调节变量的调节效应分析,得出了感知有用性和感知易用性与网络银行使用之间的相关性和作用的方向和程度,以及调节变量是否对感知有用性、感知易用性与网络银行使用之间的关系起调节作用。不同于以往的市场营销策略基本都是在理论分析的基础上,通过实证研究得出结论,并应用到网络银行营销领域,为网络银行提出了有益的建议,如通过不断的创新提高消费者的感知有用性,通过体验营销和简化操作增强消费者的感知易用性,通过强化品牌意识促进消费者与网络银行的相容性,通过提高网络银行的安全性降低消费者的感知风险性,并对网络银行发展的制度保障提了一些建议。为各家商业银行大力推广网络银行业务,提高消费者对网络银行的使用率提供了具有实践意义的参考。
[Abstract]:The Internet occupies an irreplaceable position in today's life, which is deeply affecting people's daily life. Internet banking, as the product of the combination of traditional banking business and information technology, has brought great convenience to people's life. Therefore, Many commercial banks have taken online banking as the focus of their future development. However, although commercial banks attach great importance to the development of online banks, increase investment and development of funds, talents and other efforts, online banks are still facing the problem that the utilization rate can not meet the expectations. In this context, starting from the impact of the technology acceptance model on the use of network banks, and on the basis of consulting a large number of domestic and foreign references, the technology acceptance model is divided into two dimensions: perceived usefulness and perceived ease of use. The effects of perceived usefulness and perceived ease of use on the use of network banks are studied respectively, and two regulatory variables, compatibility and perceived risk, are added. This study mainly uses the method of questionnaire survey, after collecting the data by using the questionnaire, using SPSS19.0 to analyze the reliability and validity of the questionnaire data, factor analysis, correlation analysis, regression analysis. And the adjustment effect of regulatory variables is analyzed, and the direction and degree of the correlation and effect between perceived usefulness and perceived ease of use and the use of network banks are obtained, as well as whether the regulating variables are useful to perception. The relationship between perceived ease of use and the use of online banking plays a regulatory role. Different from the previous marketing strategies are basically on the basis of theoretical analysis, through empirical research to draw conclusions, and applied to the field of online banking marketing, put forward useful suggestions for online banks. Such as improving the perceived usefulness of consumers through continuous innovation, enhancing the perceived ease of use of consumers through experience marketing and simplifying operations, and promoting the compatibility of consumers and online banks by strengthening brand awareness. By improving the security of online banking, the perceived risk of consumers is reduced, and some suggestions are put forward for the institutional guarantee of the development of online banking. It provides a practical reference for commercial banks to promote the business of online banking and improve the utilization rate of online banks.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

【参考文献】