个人网银使用意愿影响因素的实证研究
发布时间：2018-11-17 12:51
【摘要】：伴随着互联网的快速发展，整个社会的消费模式也不断在改变。在当代，网上消费模式逐步被人们认可，同时较线下消费模式增长十分迅猛。网上消费带来了网上支付，而且其优势越来越明显，网上银行也正在成为各大银行竞争的焦点。通过研究掌握其具体影响因素，为银行业拓展网上银行的业务提供一定的借鉴指导。 本文通过借鉴国外先进的理论模型，同时考虑到当前互联网金融环境，对个人网银使用意愿的影响因素进行了深入的理论分析。在定性分析的基础上加入定量分析，以此对理论进行验证。实证采取了调查问卷的方式，选取的研究对象是对网上银行使用较敏感的群体。本文对289组数据进行信度检验、效度检验、皮尔森相关系数检验以及回归分析，验证文章提出的假设。 研究结果得出了绩效期望、努力期望、社会影响、感知风险、交易成本和新产品或新服务的推出这六大因素对使用意愿产生直接的影响，，这在一定程度上具有很重要的理论意义和现实意义。首先在理论上不仅能够补充反映个人网银使用意愿影响因素的变量因子，而且能够完善个人网银使用意愿影响因素的理论模型；其次在现实上能够为银行业务的发展以及网上银行用户覆盖率的增加提供一定的帮助。
[Abstract]:With the rapid development of the Internet, the consumption pattern of the whole society is constantly changing. In the contemporary era, the online consumption model is gradually recognized by people, at the same time, the growth of offline consumption pattern is very rapid. Online consumption brings online payment, and its advantages are more and more obvious. Internet banking is also becoming the focus of competition among banks. Through studying and mastering its specific influencing factors, it provides certain reference guidance for the banking industry to expand the business of online banking. This paper makes a deep theoretical analysis on the influence factors of personal internet silver usage intention by referring to the advanced foreign theoretical models and considering the current Internet financial environment. On the basis of qualitative analysis, quantitative analysis is added to verify the theory. The research object is the group that is sensitive to the use of internet bank. In this paper, 289 sets of data were tested for reliability, validity, Pearson correlation coefficient and regression analysis. The results show that performance expectations, effort expectations, social impacts, perceived risks, transaction costs and the introduction of new products or services have a direct impact on the willingness to use. To a certain extent, this has very important theoretical and practical significance. Firstly, it can not only supplement the variable factors which reflect the influence factors of personal net silver use intention, but also perfect the theoretical model of personal net silver usage intention. Secondly, it can provide some help for the development of banking business and the increase of online banking user coverage.
【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】：2014
【分类号】：F832.2;F713.55
本文编号：2337847
[Abstract]:With the rapid development of the Internet, the consumption pattern of the whole society is constantly changing. In the contemporary era, the online consumption model is gradually recognized by people, at the same time, the growth of offline consumption pattern is very rapid. Online consumption brings online payment, and its advantages are more and more obvious. Internet banking is also becoming the focus of competition among banks. Through studying and mastering its specific influencing factors, it provides certain reference guidance for the banking industry to expand the business of online banking. This paper makes a deep theoretical analysis on the influence factors of personal internet silver usage intention by referring to the advanced foreign theoretical models and considering the current Internet financial environment. On the basis of qualitative analysis, quantitative analysis is added to verify the theory. The research object is the group that is sensitive to the use of internet bank. In this paper, 289 sets of data were tested for reliability, validity, Pearson correlation coefficient and regression analysis. The results show that performance expectations, effort expectations, social impacts, perceived risks, transaction costs and the introduction of new products or services have a direct impact on the willingness to use. To a certain extent, this has very important theoretical and practical significance. Firstly, it can not only supplement the variable factors which reflect the influence factors of personal net silver use intention, but also perfect the theoretical model of personal net silver usage intention. Secondly, it can provide some help for the development of banking business and the increase of online banking user coverage.
【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】：2014
【分类号】：F832.2;F713.55
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