手机银行使用意愿影响因素研究

发布时间：2018-01-11 12:36

本文关键词：手机银行使用意愿影响因素研究　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网的快速发展和智能手机的普及,手机银行进入了快速发展的新时期。互联网金融的冲击及传统银行业日趋激烈的竞争,使得国内各大商业银行开始大力推广手机银行业务,抢占市场高地。然而,虽然国内各大商业银行都将发展手机银行作为一个重要的战略选择,但是相比庞大的手机用户群和银行客户群,手机银行的使用者要少的多。在此背景下,了解消费者对手机银行使用意愿及其影响因素,对商业银行发展手机银行业务来讲至关重要。本文主要研究新时期背景下手机银行使用意愿的影响因素,旨在通过此次分析,一方面丰富国内该领域的研究,另一方面为商业银行了解消费者诉求、制定更有效的营销策略提供帮助。本文首先阐述了手机银行的概念、所能提供的功能服务、在我国的发展状况,然后系统的梳理了手机银行接受领域的相关研究和技术接受领域的相关理论,将技术接受模型作为本文的理论基础,整合消费者创新性和感知风险,构建了包括感知有用性、感知易用性、感知风险、消费者创新性、使用态度和使用意向6个变量在内的研究假设模型。通过现场问卷的方式,共收集有效数据201份。使用SPSS19.0和AMOS17.0数据分析软件对数据进行了描述性统计分析、信度和效度检验,验证了调查问卷的有有效性和可靠性。在此基础上,利用AMOS17.0对假设模型进行了检验。数据分析结果表明,技术接受模型的核心框架在手机银行情境下具有良好的解释力,其中,感知有用性的影响最大,感知易用性对感知有用性和使用态度有直接正向的影响。消费者创新性直接显著影响用户的使用态度在本研究中没有得到支持,消费者创新性通过影响感知有用性和感知易用性间接影响消费者对手机银行的使用态度。除此之外,感知风险对使用态度有显著负向的影响,感知风险越高,消费者的使用意向越低。在研究结论的基础上,本文对商业银行提高消费者手机银行使用意愿提出了一些建议,如整合功能,提高手机银行的实用性,简化操作流程,提高安全性并加大宣传力度,加强产品创新等。文章的最后说明了本研究的不足之处和未来的研究方向。
[Abstract]:With the rapid development of mobile Internet and the popularity of smart phones, mobile banking has entered a new period of rapid development. Domestic commercial banks began to vigorously promote mobile banking business, seize the high ground of the market. However, although the domestic commercial banks will develop mobile banking as an important strategic choice. However, compared with the large number of mobile phone users and bank customers, mobile banking users are much less. In this context, understand consumers' willingness to use mobile banking and its impact factors. It is very important for commercial banks to develop mobile banking business. This paper mainly studies the influencing factors of mobile banking willingness in the context of the new era, aiming to enrich the domestic research in this field through this analysis. On the other hand, it can help commercial banks to understand consumer demands and formulate more effective marketing strategies. Firstly, this paper describes the concept of mobile banking, the functional services that can be provided, and the development of mobile banking in China. Then it systematically combs the relevant research in the field of mobile banking acceptance and the related theory of technology acceptance, taking the technology acceptance model as the theoretical basis of this paper, integrating consumer innovation and perceived risk. A hypothetical model including perceived usefulness, perceived usability, perceived risk, consumer innovation, attitude to use and intention to use was constructed. A total of 201 valid data were collected. Descriptive statistical analysis, reliability and validity tests were carried out using SPSS19.0 and AMOS17.0 data analysis software. The validity and reliability of the questionnaire are verified. On this basis, the hypothesis model is tested by AMOS17.0. The core framework of the technology acceptance model has good explanatory power in the context of mobile banking, among which perceived usefulness has the greatest impact. Perceived usability has a direct positive impact on perceived usefulness and use attitudes. Consumer innovation has a direct and significant impact on users' use attitudes which are not supported in this study. Consumer innovation indirectly affects consumer attitudes towards mobile banking through influencing perceived usefulness and perceived usability. In addition perceived risk has a significant negative impact on use attitudes and the perceived risk is higher. On the basis of the conclusion of the study, this paper puts forward some suggestions for commercial banks to improve their willingness to use mobile phone banks, such as integrating functions to improve the practicability of mobile banking. Simplify the operation process, improve the safety and publicity, strengthen the product innovation. Finally, the article explains the shortcomings of this study and the future research direction.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F713.55

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