手机银行及用户行为研究

发布时间：2018-05-25 06:46

本文选题：手机银行 + 用户行为　；参考：《对外经济贸易大学》2016年硕士论文

【摘要】：近年来,手机银行在全世界发展迅速,用户数量和交易额不断增长,成为了商业银行服务形式的重要延伸,代表了金融服务未来的发展趋势。在移动电子商务的大力推动下,手机银行成为商业银行一种新型的服务提供方式,在新的技术手段和平台的支持下,用户可以在商业银行微信公众平台或APP软件中享受原先只有在柜台或网站上才能办理的多项业务功能。不过,各类用户对新事物的态度是不同的,多种因素共同决定人们的使用意向和相关行为,换句话说,国内各家商业银行所推出的手机银行对不同用户而言的接受程度和功能期待是不同的。目前,国内外的不少学者已在此领域从不同角度进行了多项研究,从中我们不难发现,对用户行为的研究是手机银行发展的前提条件。本研究根据客户关系管理理论和马斯洛需求层次理论,以技术接受模型为框架建立概念模型,以文献回顾和用户访谈等定性研究为前提,在完成了确定测量指标,设计量表和制作问卷等准备工作之后开展问卷调查。利用SPSS和Lisrel等软件对收集的数据进行信度和效度的检验,在此基础上运用线性回归模型进行假设检验,得出影响因素之间的相互关系,最后根据定量研究的结果提出了对策和建议。在本研究中介绍了手机银行的概念、功能和特点,国内手机银行的主要形式和总体上的发展情况,综合运用文献分析法、问卷调查法、案例分析法等方法研究了用户对于手机银行所提供的金融服务的态度和使用意向,确定影响因素以及影响程度,为国内手机银行的进一步发展发挥一定的促进作用。
[Abstract]:In recent years, with the rapid development of mobile banking in the world, the number of users and the volume of transactions continue to grow, which has become an important extension of the service form of commercial banks and represents the future development trend of financial services. Under the impetus of mobile electronic commerce, mobile banking has become a new type of service delivery mode for commercial banks, supported by new technology and platform. Users can enjoy a number of business functions that were previously available only on the counter or website in the commercial bank's WeChat public platform or APP software. However, different types of users have different attitudes to new things, and a variety of factors jointly determine people's intention to use and related behavior, in other words, The acceptance degree and function expectation of mobile phone banks introduced by domestic commercial banks are different for different users. At present, many scholars at home and abroad have carried out many studies from different angles in this field, from which we can find that the study of user behavior is the prerequisite for the development of mobile banking. Based on the theory of customer relationship management and Maslow's hierarchy of requirements, the conceptual model is established based on the technical acceptance model, and the qualitative research such as literature review and user interview is taken as the premise. The questionnaire was carried out after the preparation of the questionnaire and the design of the questionnaire. The reliability and validity of the collected data are tested by using SPSS and Lisrel software. On this basis, the linear regression model is used to test the hypothesis, and the relationship between the influencing factors is obtained. Finally, the countermeasures and suggestions are put forward according to the results of quantitative research. In this study, we introduce the concept, function and characteristics of mobile banking, the main forms and the overall development of mobile banking in China, comprehensive use of literature analysis, questionnaire survey, This paper studies the attitude and intention of users towards the financial services provided by mobile banking, determines the influencing factors and the degree of influence, and plays a certain role in promoting the further development of domestic mobile banking.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2;F724.6

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