用戶接受網(wǎng)上銀行影響因素及管理策略研究
發(fā)布時間:2018-10-29 10:14
【摘要】:本文基于技術接受模型,考慮網(wǎng)上銀行應用的特殊性,對傳統(tǒng)的技術接受模型進行修正和擴展,,增加了新的影響變量和邏輯關系,得到新的理論模型。首先以有互聯(lián)網(wǎng)使用經(jīng)驗的人群作為調查對象。研究結果表明:網(wǎng)上銀行信任水平程度和感知有用性、感知易用性一起對網(wǎng)上銀行使用態(tài)度產(chǎn)生正向影響;對感知安全水平、網(wǎng)上銀行了解程度對網(wǎng)上銀行信任程度產(chǎn)生正向影響;計算機自我效能以及互聯(lián)網(wǎng)連接對感知易用性產(chǎn)生正向影響;自我效能和互聯(lián)網(wǎng)連接質量通過感知易用性對網(wǎng)上銀行使用態(tài)度產(chǎn)生間接影響,感知安全水平、網(wǎng)上銀行了解程度通過信任水平對網(wǎng)上銀行產(chǎn)生間接影響。本文還通過定性研究發(fā)現(xiàn),在用戶使用網(wǎng)上銀行的不同階段,其接受、使用網(wǎng)上銀行的影響因素存在差異。在理論研究及實證研究的基礎上,從感知易用性、感知有用性等多個角度,系統(tǒng)提出提升銀行用戶對網(wǎng)上銀行平臺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.
【學位授予單位】:中國礦業(yè)大學(北京)
【學位級別】:博士
【學位授予年份】:2014
【分類號】:F832.2
本文編號:2297404
[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.
【學位授予單位】:中國礦業(yè)大學(北京)
【學位級別】:博士
【學位授予年份】:2014
【分類號】:F832.2
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