摘要
网络银行已经成为银行业保留老顾客和获取新顾客的一种新兴的服务渠道,而有关顾客采用网络银行影响因素的研究也越来越激发兴趣,引起关注。感知风险和信任是网络银行顾客最为担心的因素,但这似乎并没有引起学者们的足够重视。大多数研究都将顾客方面的建构作为认知建构的前置因素,而将银行方面的建构作为认知建构的前置因素的研究还几乎无人问津。本研究的重要意义在于:在具体的网络银行环境下,以科技接受模型为基础,在认知建构中增加感知风险和信任等变量,同时将顾客方面的自我效能和银行方面的便利条件两个建构分别作为认知构建的前置因素,从而对网络银行的采用意图进行理论探讨和实证检验。
The prevalence of internet technology has brought about a change in the banking industry： the emergence of internet banking as a new service channel for banks to maintain existing customers as well as to capture new ones. Banks all over the world have been opening internet banking services, and Chinese banks are no exception. Almost all large- and medium-sized banks in China have launched internet banking sites. Meanwhile, studies examining the factors affecting customers＇ use of online banking are arousing the interest and attention of more and more scholars. However, it seems that most of these scholars have not considered the factors of trust and perceived risk seriously enough, elements which concern customers the most, Most studies only put constructs on the custom- ers＇ side, and few studies put constructs on the banks＇ side, as the antecedents of the cognitive constructs. What＇s more, there are few studies that investigate the factors impacting customers＇ adoption of internet banking in China. The aim of this study is to investigate the factors influencing customers＇ adoption of internet banking theoretically and empirically by putting both the self-efficacy construct on the customers＇ side and the facilitating conditions construct on the banks＇ side as the antecedents of the cognitive constructs, as well as by adding the trust construct and the perceived risk construct to the cognitive constructs on the basis of a technology acceptance model, against the background of internet banking in China.
出处
《南开管理评论》
CSSCI
2008年第6期18-27,共10页
Nankai Business Review
基金
国家自然科学基金资助项目(70572085)
南开大学"985工程""中国企业管理与制度创新"创新基地
教育部人文社会科学规划基金项目(06JA630031)资助
关键词
网络银行
科技接受模型
采用意图
影响因素
Internet Banking
Technology Acceptance Model
Adoption intention
Influencing Factors
