用户接受网上银行影响因素及管理策略研究

发布时间：2018-10-29 10:14

【摘要】：本文基于技术接受模型，考虑网上银行应用的特殊性，对传统的技术接受模型进行修正和扩展，，增加了新的影响变量和逻辑关系，得到新的理论模型。首先以有互联网使用经验的人群作为调查对象。研究结果表明：网上银行信任水平程度和感知有用性、感知易用性一起对网上银行使用态度产生正向影响；对感知安全水平、网上银行了解程度对网上银行信任程度产生正向影响；计算机自我效能以及互联网连接对感知易用性产生正向影响；自我效能和互联网连接质量通过感知易用性对网上银行使用态度产生间接影响，感知安全水平、网上银行了解程度通过信任水平对网上银行产生间接影响。本文还通过定性研究发现，在用户使用网上银行的不同阶段，其接受、使用网上银行的影响因素存在差异。在理论研究及实证研究的基础上，从感知易用性、感知有用性等多个角度，系统提出提升银行用户对网上银行平台接受程度以及使用程度的管理策略。
[Abstract]:Based on the technology acceptance model and considering the particularity of the application of online banking, this paper modifies and extends the traditional technology acceptance model, adds new influence variables and logical relations, and obtains a new theoretical model. First of all, people with experience in the use of the Internet as the survey object. The results show that: the level of trust and perceived usefulness of online banking, perceived usability together have a positive impact on online banking use attitude; For perceived security level, the degree of understanding of Internet banking has a positive impact on the degree of trust of Internet banking, and computer self-efficacy and Internet connection have a positive impact on perceived usability. Self-efficacy and Internet connection quality have an indirect influence on the attitude of online banking through perceived usability, perceived security level, and the degree of understanding of online banking has an indirect impact on Internet banking through the level of trust. Through qualitative research, it is found that there are differences in the factors affecting users' acceptance and use of online banking in different stages of users' use of online banking. On the basis of theoretical research and empirical research, from the perspective of perceived usability and perceived usefulness, this paper proposes a management strategy to enhance the acceptance and use of Internet banking platform by bank users.
【学位授予单位】：中国矿业大学（北京）
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F832.2

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