摘要
金融改革的不断深化为民营资本竞逐银行业提供了前所未有的发展机遇,加速了依托于互联网科技企业而筹建的互联网银行这类新兴金融形态的产生与发展。基于信任转移理论及UTAUT模型,探讨信任转移及其影响因素对互联网银行品牌信任和客户使用意向的影响,实证结果表明:客户对互联网企业的品牌信任度,能正向影响对其旗下互联网银行初始信任的建立,进而正向影响客户使用意向;除了付出绩效、感知风险对使用意向,及企业名誉对初始信任的影响不显著外,其余假设均成立;社群影响对使用意向的影响最大,其次为企业名誉与初始信任;与以往对电子银行的研究结果不同的是,互动需求在互联网银行的情境下,能负向显著影响客户使用意向。
The continuous deepening of financial reform has provided unprecedented opportunities for private capital to compete for the banking industry,accelerating the emergence and development of emerging financial forms such as Internet banking,which is built on Internet technology companies. Based on the trust transfer theory and the UTAUT model,this paper explores the impact of trust transfer and its influence factors on brand trust and consumer adoption of Internet banking. The empirical results show that the brand trust of consumers on Internet companies will positively influence their initial trust on Internet banking,and in turn improve consumers’ behavioral intentions;all of the hypotheses are supported except the relationship between effort expectancy,perceived risk and behavioral intention as well as firm reputation and initial trust;community influence has the greatest impact on intention to use,followed by corporate reputation and initial trust;unlike results of previous studies,need for interaction can negatively impact consumers’ behavioral intentions to use Internet banks,under the context of Internet banking.
作者
张赟
朱传进
刘欣慧
ZHANG Yun;ZHU Chuan-jin;LIU Xin-hui(School of Economic Information Engineering,Southwestern University of Finance and Economics,Chengdu 611130,China;School of Statistics,Southwestern University of Finance and Economics,Chengdu 611130,China;Center of Economic Research in Western China, Southwestern Universityof Finance and Economics,Chengdu 611130,China)
出处
《商业研究》
CSSCI
北大核心
2019年第3期1-10,共10页
Commercial Research
关键词
互联网企业
互联网银行
使用意向
UTAUT
模型
信任转移
Internet companies
Internet banking
consumer adoption
unified theory of acceptance and use of technology
trust transfer
