顾客参与对我国网上银行服务质量的影响研究
发布时间：2018-08-02 16:13
【摘要】：随着信息时代的到来,各行各业都在积极利用网络工具进行创新,以获取新的利润点,自助服务模式以成本低、效率高的优势成为各行业争夺的焦点。在银行业这一特征体现的尤为明显,因为银行经营的是货币和各种金融产品,需要处理和传播海量信息,不仅要求速度快,透明度也要高,这就促使银行业成为各行业中利用网络技术进行业务创新的先驱者,网上银行应运而生。其中,中国银行是最先在国内建立银行网站的,但当时只提供信息查询服务。其它商业银行奋起直追,不到4年的时间,都开通了网上银行业务。在各传统银行纷纷抢滩网络市场时,产品种类越来越多,网站设计越来越精美,安全措施越来越接近国际标准,可是其经营理念依然没有发生实质性的改变,即没有真正地从以“产品为中心”转向以“顾客为中心”,这就导致网上银行整体的服务质量不尽如人意。在中国银行业协会发布的《2012年度中国银行业服务改进情况报告》中的数据显示,关于银行服务的客户投诉事件的数量排名第一,这说明银行服务存在服务效率与消费者预期有差距的现象,银行服务工作总体上仍滞后于社会大众日益提高的金融服务需求。网上银行以网络为基础向顾客提供金融服务,凭借高度发达的信息系统和技术设备进行操作,顾客需要参与到金融服务的生产与传递过程中,否则无法顺利完成业务交易。网上银行的发展虽然为顾客带来了高效率,增强了顾客对金融服务和产品的控制力以及创造力,但也有很多顾客表示在面对较为复杂的操作程序时,容易产生技术焦虑感,最后可能就会放弃使用网上银行业务。因此,要想提高网上银行的使用率,改善其服务质量,就有必要研究自助技术下的顾客参与行为。该文基于顾客参与的角度,通过研究网上银行顾客的心理感知,挖掘其对服务质量的影响路径,主要包括以下内容：(1)研究自助服务技术背景下顾客的参与行为,该文针对网络金融这一特殊行业,开发出适合网上银行的顾客参与量表,共包含3个维度,15个测量项目。(2)研究顾客使用网上银行的心理感知,根据已有的研究成果,检测了感知控制和感知风险量表在网上银行领域的可适性。(3)研究顾客对网上银行服务质量的感知行为,在已有成熟量表的基础上,结合网上银行的特点,整理总结出服务质量量表。(4)设计出网上银行顾客使用情况的调查问卷,并在天津大学城及部分商业街进行实地调查,共回收有效问卷350份,运用SPSS16.0和AMOS17.0统计软件对一手数据进行分析,得出网上银行顾客参与、感知控制、感知风险和服务质量之间的关系。即顾客参与和感知控制之间存在正相关关系,和感知风险之间存在部分负相关关系,和服务质量之间存在部分正相关关系,感知控制和服务质量之间存在正相关关系,感知风险和服务质量之间存在负相关关系。(5)对网上银行发展存在的问题进行分析,并结合模型结论提出几点建议：强化网银服务意识,配合顾客完成事前准备工作；建立基于互动导向的顾客体验机制,增强顾客控制感知；树立网上银行口碑传播营销理念,降低顾客风险感知。该文的创新之处主要有三点：(1)开发出适用于网上银行的顾客参与量表,基于自助服务的特点设计出新的量表维度。以往关于顾客参与的研究多数以传统服务业为研究背景,如美发业、旅游业等,其更注重人与人之间的信息交流和互动行为。而在互联网发展迅猛,对顾客消费模式的影响也越来越大的今天,自助服务技术环境下的顾客参与的维度势必要发生变化。因为自助服务模式下,顾客不再是直接面对工作人员,而是面对电脑、系统或是网络,“人机互动”有助于服务的顺利完成,从而对顾客的要求也相应的提高。而且在网络环境下,顾客所面临的服务空间也变得无限大,不仅仅局限于银行提供的服务,顾客也可以创造需求,自寻服务。因此,顾客参与的维度需要有新的变化,才能更好的解释自助服务模式中的顾客行为。所以该文选择了基于互联网络的自助服务技术一网上银行作为研究对象,设计开发新的顾客参与量表,提高该概念的行业适用性。(2)引入中间变量即感知控制和感知风险,建立顾客参与对服务质量的影响模型。以往的研究中都是关注顾客参与和服务质量的直接关系,而忽略了这种关系的传导机制,在自助服务模式中,顾客主要依靠独立操作程序获取服务,心理因素的变化对服务质量的评价影响更大,因此该文引入感知控制和感知风险作为中间变量,注重顾客的心理因素对服务质量提升的影响。而且实证分析结果表明,加入中间变量后,顾客参与对服务质量的影响程度增强,这也有助于该文从一个新的视角提出提升服务质量的路径。(3)该文通过调研分析得出了顾客参与、感知控制、感知风险和感知服务质量各维度之间的关系。和传统服务理论不同的是,在互联网服务技术环境下,顾客参与的3个维度中,事前准备只显著影响感知控制,口碑传播对感知风险影响最大,合作行为对其它变量均显著影响,这一发现有助于该文从顾客参与的角度有针对性地提出改善网上银行服务质量的措施。该文的研究也存在很多不足之处,主要有以下几点：(1)样本数据局限性。由于受时间、成本因素的制约,该文在样本选取上还不足以有完全的代表性,虽然19-35岁是网上银行的主要使用群体,但是其他年龄段的顾客行为也不可忽视。而且该文只选取了一个样本城市-天津,缺乏代表性,可能无法反映整个中国网上银行的实际情况。(2)研究对象狭隘性。该文具体的研究对象是个人网上银行,没有研究企业网上银行,因此得出的结论对企业就不适用,这就使得结论的应用具有一定的狭隘性。(3)感知控制和感知风险的量表开发不够规范。在研究中间变量感知控制和感知风险时,将感知控制分为时间控制、过程控制和业务控制3个层面,将感知风险分为技术风险、操作风险、隐私风险、财产风险和信用风险5个层面,只是分别对概念的单个测量项目和整体量表进行了信度和效度检验,而没有检验分层面的一致性和收敛性。(4)顾客参与对服务质量影响路径的中间变量不够完整。该文主要研究了顾客参与对服务质量的影响路径,引入了感知控制和感知风险两个中间变量,但在实际的使用过程中,影响顾客对服务质量感知的因素非常复杂,尤其是在网络环境下,顾客的参与程度提高,感知有用、感知娱乐等都可能成为影响服务质量感知的因素,而且在引入技术因素后,顾客的技术焦虑感也成为一个重要变量。(5)人口统计变量对顾客参与和服务质量的影响不够详细。由于时间和精力有限,该文只是在样本的描述性统计分析时对人口变量进行了简单的归纳总结,没有针对性的分析年龄、性别、收入、学历等人口基本特征对顾客参与和服务质量感知的影响,而在网上银行的实际使用过程中,这些变量会起到重要的调节作用,也是网上银行工作人员在营销过程中进行顾客细分的标准之一,因此,有必要在后续研究中深化。研究工作是一项持续行为,论文的完成只是阶段性知识积累的结果,今后的还要继续开展更为深入的探索：(1)开发出适用范围更广的顾客参与量表。量表开发是一项繁重、复杂、琐细的工作,但是它可以为定量工作的展开提供理论基础,该文只针对了自助服务技术环境中的网上银行进行了调查分析,开发了适合网上银行业的顾客参与量表,但是自助服务业的范围很广,对其他行业的研究将是该文今后要做的一个工作,希望通过了解更多的以自助技术为主的行业,能够得出关于自助服务技术顾客参与研究的一般性结论,为今后的实证研究提供有价值的参考。(2)扩大研究范围和样本选取量。要扩大样本选取的范围,不仅要研究个人网上银行,还要研究企业网上银行；不仅要研究一线城市网上银行的顾客参与行为,还要研究二、三线城市以及农村地区的顾客参与,尤其是网上银行在农村金融体系中应该发挥的作用,都是今后可以研究的问题。(3)加强对影响路径中间变量的研究。要进一步研究顾客参与对服务质量影响的中间机制,结合科技接受模型,重点探讨在网络技术环境下,影响顾客心理感知的因素,并规范中间变量量表的开发和检验过程。(4)分析人口统计变量的调节作用。根据文献可知,年龄、收入、受教育程度、职业等人口统计变量会影响到顾客参与的前因以及参与程度,对感知控制和感知风险以及感知服务质量都会产生调节作用,但是如果加入这些因素后,该文的模型会变得更为复杂,分析重点就会显得有所偏颇,因此该文没有进行系统的研究,在今后的研究中将会专门讨论其作用机理。
[Abstract]:With the arrival of the information age, all walks of life are actively using network tools to innovate to obtain new profit points. The self-service model has become the focus of all industries in the advantages of low cost and high efficiency. The characteristics of the banking industry are particularly evident, because the bank operates money and various financial products and needs to be dealt with. And the dissemination of mass information not only requires fast speed and high transparency, which makes the banking industry a pioneer in the use of network technology in all industries, and online banks emerge as the times require. Among them, the Bank of China is the first to establish a bank website in China, but only to provide information inquiry service. After 4 years, the Internet banking business has been opened. When the traditional banks are rushing to the network market, more and more products are made, the design of the websites is becoming more and more exquisite, and the security measures are getting closer to the international standards. But the management concept has not changed substantially, that is, it is not really "product centered". The shift to "customer centered" has led to a poor quality of service on the Internet. In the <2012 report on the improvement of banking services in China issued by the China Banking Association, the number of customer complaints about banking services ranked first, which indicates that banking services have service efficiency and the service efficiency of banking services. Consumers expect a gap, and banking services are still lagging behind the increasing demand for financial services. Online banks provide financial services to customers on a network basis, with highly developed information systems and technical equipment, and customers need to participate in the process of production and transmission of financial services. Otherwise, the development of online banking has brought high efficiency to customers, enhanced customers' control and creativity for financial services and products, but many customers are likely to have a sense of technical concern in the face of more complex operating procedures and may eventually give up the use of online banking. Therefore, in order to improve the use rate of online banks and improve their service quality, it is necessary to study the customer participation behavior under the self-help technology. Based on the perspective of customer participation, this paper explores the influence path of online banking customers by studying the psychological perception of customers on the Internet, including the following contents: (1) research on self-service technology. Under the background of customer participation, this paper develops a customer participation scale suitable for online banking, which includes 3 dimensions and 15 measurement items. (2) study the psychological perception of customers using online banking, and test the perceived control and perceived risk scale in the online bank according to the existing research results. The suitability of the domain. (3) to study the customer's perception of the quality of the online banking service. On the basis of the existing mature scale, the quality of service scale is summarized and summed up on the basis of the characteristics of the online bank. (4) a questionnaire is designed for the use of online banking customers, and a field survey is carried out in the city of Tianjin University and some of the commercial streets. 350 questionnaires were used to analyze the one hand data using SPSS16.0 and AMOS17.0 statistics software. The relationship between customer participation, perceived control, perceived risk and quality of service was obtained. There was a positive correlation between customer participation and perceived control, and there was a negative correlation between the perceived risk and the quality of service. In some positive correlation, there is a positive correlation between perceived control and quality of service. There is a negative correlation between perceived risk and quality of service. (5) analyze the problems of online banking development, and put forward some suggestions on the basis of the conclusion of the model: strengthen the awareness of Internet banking service, cooperate with customers to complete the pre preparation work; Based on the interaction oriented customer experience mechanism, enhance customer control perception, establish the online banking word of mouth communication marketing concept, reduce customer risk perception. The innovation of this article is mainly three points: (1) developing a customer participation scale suitable for online banking, based on the characteristics of self-service to design a new scale dimension. Most of the research on customer participation is based on the research background of traditional service industry, such as hairdressing, tourism and so on. It pays more attention to the communication and interaction between people and people. In the rapid development of the Internet, the influence of the customer consumption pattern is getting bigger and bigger, and the dimension of customer participation in the self-service technology environment is necessary to change. Because of the self-service mode, the customer is no longer facing the staff directly, but facing the computer, the system or the network, the "human-computer interaction" helps the smooth completion of the service, thus the requirement of the customer is improved accordingly. And in the network environment, the service space for the customers is also becoming infinitely large, not only confined to the bank. For the service, customers can also create demand and self service. Therefore, the dimension of customer participation needs a new change to better explain the customer behavior in the self-service mode. So this paper selects the self-service technology based on the Internet as the research object, and designs and develops a new customer participation scale. The industrial applicability of the concept. (2) introducing intermediate variables, perceived control and perceived risk, and establishing a model for the impact of customer participation on the quality of service. In previous studies, the direct relationship between customer participation and service quality was concerned, and the transmission mechanism of this relationship was ignored. In the self-service model, customers mainly relied on independent operation. The changes in psychological factors have a greater impact on the evaluation of service quality. Therefore, this paper introduces perceived control and perceived risk as an intermediate variable and pays attention to the influence of customer psychological factors on the quality of service. Moreover, the empirical analysis shows that the influence of customer participation on service quality is increased after the intermediate variable is added. Strong, this also helps the article to raise the quality of service from a new perspective. (3) the relationship between customer participation, perception control, perceived risk and the quality of perceived service quality is obtained through investigation and analysis. Different from the traditional service theory, in the Internet service technology environment, the customer participates in the 3 dimensions, Pre event preparation only has a significant impact on perceived control. Word of mouth communication has the greatest impact on perceived risk, and cooperation behavior has a significant impact on other variables. This discovery helps the article to put forward measures to improve the quality of online banking services from the perspective of customer participation. (1) the limitation of sample data. Due to the constraints of time and cost factors, this article is not enough to be fully representative in the selection of samples. Although 19-35 years old is the main use group of online banking, the customer behavior of other age groups can not be ignored. Moreover, this article only chooses a sample city Tianjin, which is lack of representativeness. It is unable to reflect the actual situation of the entire Chinese online bank. (2) the research object is narrow. The specific research object of this article is the personal online bank, which does not study the enterprise online bank, so the conclusion is not applicable to the enterprise, which makes the application of the conclusion a certain narrowness. (3) the scale development of perceived control and perceived risk. When studying the perceived control and perceived risk of intermediate variables, the perception control is divided into 3 levels of time control, process control and business control, and the perceived risk is divided into 5 levels, such as technical risk, operation risk, privacy risk, property risk and credit risk, only the individual measurement items and the overall scale of the concept are carried out respectively. The reliability and validity test, without the consistency and convergence of the test sub level. (4) the intermediate variables of the impact of customer participation on the quality of service are not complete. This paper mainly studies the influence path of customer participation on the quality of service, and introduces the two intermediate variables of perceived control and perceived risk, but in the actual use process, the shadow is reflected. The factors of customer perception of service quality are very complex, especially in the network environment, the improvement of customer's participation, perceived usefulness, perceived entertainment and so on may be the factors affecting the quality of service perception, and after introducing technical factors, the customer's technical anxiety is also an important variable. (5) demographic variables to the customer The impact of participation and quality of service is not detailed. Because of the limited time and energy, this paper simply summarizes the population variables in the descriptive statistical analysis of the sample, and does not analyze the impact of the basic characteristics of age, sex, income and education on the customer participation and the quality of Service Perception, but on the Internet. In the course of practical use, these variables play an important role in regulating and are also one of the standards for the online banking staff to carry out customer segmentation during the marketing process. Therefore, it is necessary to deepen the follow-up study. The research work is a continuous behavior. The completion of the paper is only the result of the accumulation of stage knowledge, and the future will continue. Further exploration is further carried out: (1) developing a more widely applicable customer participation scale. The scale development is a heavy, complex and trivial work, but it can provide a theoretical basis for the development of quantitative work. This article only investigates and analyzes the online banks in the self-service technology environment, and has developed a suitable network for the Internet. The customer participation scale in the banking industry, but the scope of the self-service industry is very wide, and the study of other industries will be a work to be done in the future. It is hoped that through the understanding of more self-help technologies, the general conclusions about the research on the participation of self-service technology customers can be obtained, and the price for future empirical research will be provided. Reference of value. (2) expand the scope of research and sample selection. To expand the scope of sample selection, we should not only study individual online banks, but also study enterprise online banking; not only study the customer participation behavior of the online banks in the first tier cities, but also study the two, three line cities and rural areas, especially the online banks. The role that should be played in the rural financial system is the problem that can be studied in the future. (3) strengthen the research on the intermediate variables of the impact path. To further study the intermediate mechanism of the influence of customer participation on the quality of service, and combine the technology acceptance model, the factors that affect the customer's psychological perception under the environment of the network technology are discussed and standardized. The development and test process of the inter variable scale. (4) analysis of the regulating role of demographic variables. According to the literature, age, income, education, occupation and other demographic variables will affect the pre cause and participation degree of customer participation, and have a regulatory effect on perceived control and perceived risk and perceived service quality, but such as When these factors are added to these factors, the model will become more complex, and the emphasis of the analysis will appear to be biased. Therefore, the paper does not carry out systematic research and will discuss its mechanism in future research.
【学位授予单位】：天津财经大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F832.33;F724.6
本文编号：2159982
[Abstract]:With the arrival of the information age, all walks of life are actively using network tools to innovate to obtain new profit points. The self-service model has become the focus of all industries in the advantages of low cost and high efficiency. The characteristics of the banking industry are particularly evident, because the bank operates money and various financial products and needs to be dealt with. And the dissemination of mass information not only requires fast speed and high transparency, which makes the banking industry a pioneer in the use of network technology in all industries, and online banks emerge as the times require. Among them, the Bank of China is the first to establish a bank website in China, but only to provide information inquiry service. After 4 years, the Internet banking business has been opened. When the traditional banks are rushing to the network market, more and more products are made, the design of the websites is becoming more and more exquisite, and the security measures are getting closer to the international standards. But the management concept has not changed substantially, that is, it is not really "product centered". The shift to "customer centered" has led to a poor quality of service on the Internet. In the <2012 report on the improvement of banking services in China issued by the China Banking Association, the number of customer complaints about banking services ranked first, which indicates that banking services have service efficiency and the service efficiency of banking services. Consumers expect a gap, and banking services are still lagging behind the increasing demand for financial services. Online banks provide financial services to customers on a network basis, with highly developed information systems and technical equipment, and customers need to participate in the process of production and transmission of financial services. Otherwise, the development of online banking has brought high efficiency to customers, enhanced customers' control and creativity for financial services and products, but many customers are likely to have a sense of technical concern in the face of more complex operating procedures and may eventually give up the use of online banking. Therefore, in order to improve the use rate of online banks and improve their service quality, it is necessary to study the customer participation behavior under the self-help technology. Based on the perspective of customer participation, this paper explores the influence path of online banking customers by studying the psychological perception of customers on the Internet, including the following contents: (1) research on self-service technology. Under the background of customer participation, this paper develops a customer participation scale suitable for online banking, which includes 3 dimensions and 15 measurement items. (2) study the psychological perception of customers using online banking, and test the perceived control and perceived risk scale in the online bank according to the existing research results. The suitability of the domain. (3) to study the customer's perception of the quality of the online banking service. On the basis of the existing mature scale, the quality of service scale is summarized and summed up on the basis of the characteristics of the online bank. (4) a questionnaire is designed for the use of online banking customers, and a field survey is carried out in the city of Tianjin University and some of the commercial streets. 350 questionnaires were used to analyze the one hand data using SPSS16.0 and AMOS17.0 statistics software. The relationship between customer participation, perceived control, perceived risk and quality of service was obtained. There was a positive correlation between customer participation and perceived control, and there was a negative correlation between the perceived risk and the quality of service. In some positive correlation, there is a positive correlation between perceived control and quality of service. There is a negative correlation between perceived risk and quality of service. (5) analyze the problems of online banking development, and put forward some suggestions on the basis of the conclusion of the model: strengthen the awareness of Internet banking service, cooperate with customers to complete the pre preparation work; Based on the interaction oriented customer experience mechanism, enhance customer control perception, establish the online banking word of mouth communication marketing concept, reduce customer risk perception. The innovation of this article is mainly three points: (1) developing a customer participation scale suitable for online banking, based on the characteristics of self-service to design a new scale dimension. Most of the research on customer participation is based on the research background of traditional service industry, such as hairdressing, tourism and so on. It pays more attention to the communication and interaction between people and people. In the rapid development of the Internet, the influence of the customer consumption pattern is getting bigger and bigger, and the dimension of customer participation in the self-service technology environment is necessary to change. Because of the self-service mode, the customer is no longer facing the staff directly, but facing the computer, the system or the network, the "human-computer interaction" helps the smooth completion of the service, thus the requirement of the customer is improved accordingly. And in the network environment, the service space for the customers is also becoming infinitely large, not only confined to the bank. For the service, customers can also create demand and self service. Therefore, the dimension of customer participation needs a new change to better explain the customer behavior in the self-service mode. So this paper selects the self-service technology based on the Internet as the research object, and designs and develops a new customer participation scale. The industrial applicability of the concept. (2) introducing intermediate variables, perceived control and perceived risk, and establishing a model for the impact of customer participation on the quality of service. In previous studies, the direct relationship between customer participation and service quality was concerned, and the transmission mechanism of this relationship was ignored. In the self-service model, customers mainly relied on independent operation. The changes in psychological factors have a greater impact on the evaluation of service quality. Therefore, this paper introduces perceived control and perceived risk as an intermediate variable and pays attention to the influence of customer psychological factors on the quality of service. Moreover, the empirical analysis shows that the influence of customer participation on service quality is increased after the intermediate variable is added. Strong, this also helps the article to raise the quality of service from a new perspective. (3) the relationship between customer participation, perception control, perceived risk and the quality of perceived service quality is obtained through investigation and analysis. Different from the traditional service theory, in the Internet service technology environment, the customer participates in the 3 dimensions, Pre event preparation only has a significant impact on perceived control. Word of mouth communication has the greatest impact on perceived risk, and cooperation behavior has a significant impact on other variables. This discovery helps the article to put forward measures to improve the quality of online banking services from the perspective of customer participation. (1) the limitation of sample data. Due to the constraints of time and cost factors, this article is not enough to be fully representative in the selection of samples. Although 19-35 years old is the main use group of online banking, the customer behavior of other age groups can not be ignored. Moreover, this article only chooses a sample city Tianjin, which is lack of representativeness. It is unable to reflect the actual situation of the entire Chinese online bank. (2) the research object is narrow. The specific research object of this article is the personal online bank, which does not study the enterprise online bank, so the conclusion is not applicable to the enterprise, which makes the application of the conclusion a certain narrowness. (3) the scale development of perceived control and perceived risk. When studying the perceived control and perceived risk of intermediate variables, the perception control is divided into 3 levels of time control, process control and business control, and the perceived risk is divided into 5 levels, such as technical risk, operation risk, privacy risk, property risk and credit risk, only the individual measurement items and the overall scale of the concept are carried out respectively. The reliability and validity test, without the consistency and convergence of the test sub level. (4) the intermediate variables of the impact of customer participation on the quality of service are not complete. This paper mainly studies the influence path of customer participation on the quality of service, and introduces the two intermediate variables of perceived control and perceived risk, but in the actual use process, the shadow is reflected. The factors of customer perception of service quality are very complex, especially in the network environment, the improvement of customer's participation, perceived usefulness, perceived entertainment and so on may be the factors affecting the quality of service perception, and after introducing technical factors, the customer's technical anxiety is also an important variable. (5) demographic variables to the customer The impact of participation and quality of service is not detailed. Because of the limited time and energy, this paper simply summarizes the population variables in the descriptive statistical analysis of the sample, and does not analyze the impact of the basic characteristics of age, sex, income and education on the customer participation and the quality of Service Perception, but on the Internet. In the course of practical use, these variables play an important role in regulating and are also one of the standards for the online banking staff to carry out customer segmentation during the marketing process. Therefore, it is necessary to deepen the follow-up study. The research work is a continuous behavior. The completion of the paper is only the result of the accumulation of stage knowledge, and the future will continue. Further exploration is further carried out: (1) developing a more widely applicable customer participation scale. The scale development is a heavy, complex and trivial work, but it can provide a theoretical basis for the development of quantitative work. This article only investigates and analyzes the online banks in the self-service technology environment, and has developed a suitable network for the Internet. The customer participation scale in the banking industry, but the scope of the self-service industry is very wide, and the study of other industries will be a work to be done in the future. It is hoped that through the understanding of more self-help technologies, the general conclusions about the research on the participation of self-service technology customers can be obtained, and the price for future empirical research will be provided. Reference of value. (2) expand the scope of research and sample selection. To expand the scope of sample selection, we should not only study individual online banks, but also study enterprise online banking; not only study the customer participation behavior of the online banks in the first tier cities, but also study the two, three line cities and rural areas, especially the online banks. The role that should be played in the rural financial system is the problem that can be studied in the future. (3) strengthen the research on the intermediate variables of the impact path. To further study the intermediate mechanism of the influence of customer participation on the quality of service, and combine the technology acceptance model, the factors that affect the customer's psychological perception under the environment of the network technology are discussed and standardized. The development and test process of the inter variable scale. (4) analysis of the regulating role of demographic variables. According to the literature, age, income, education, occupation and other demographic variables will affect the pre cause and participation degree of customer participation, and have a regulatory effect on perceived control and perceived risk and perceived service quality, but such as When these factors are added to these factors, the model will become more complex, and the emphasis of the analysis will appear to be biased. Therefore, the paper does not carry out systematic research and will discuss its mechanism in future research.
【学位授予单位】：天津财经大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F832.33;F724.6
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