摘要
手机银行作为新兴的金融服务手段有着很大的发展潜力,然而现有研究对其拓展模式还没有清晰的认识。本文在2007年对以中层管理人员为主的中青年消费群体问卷调查和访谈的基础上,通过结构方程模型(SEM)的构建分析,开发了手机银行用户采纳模型(TAM)。该模型为手机银行的有效拓展提供了科学的依据,通过该模型可发现拓展手机银行应该着重改善服务内容,提高用户的使用能力,加快对用户的服务速度,并消除消费者对手机银行安全方面的顾虑。
As an emerging financial service, mobile banking still has great potential for development. However, existing research has not clearly understood its adoption model. Based on a 2007 survey of mainly young and middle-aged middle-level managers, this paper develops a Technology Acceptance Model for mobile banking services through analysis of the structural equation model （SEM）. The model provides a scientific basis for finding ways of development for mobile banking services. First of all, perceived usefulness has a decisive impact on the behavioral intention to adopt mobile banking. Perceived usefulness largely depends on compatibility, self-efficacy and speed. Secondly, perceived ease of use has little significant effect on the adoption of mobile banking; indicating that the development of mobile banking in China is still in its infancy. Indeed, the majority of respondents did not have experience of using mobile banking. Third, cost factors also have little significant effect on the adoption of mobile banking. Compared to other financial services, mobile banking has advantages of convenience and speed, and can reduce user costs.while providing the same kinds of services. Therefore, users of mobile banking services are not sensitive to cost factors. Fourth, the perceived risk has a negative impact on the adoption of mobile banking. Based＇on the above findings, we present the following conclusions and recommendations for mobile banking enterprises： mobile banking in China is still in the early stages of development; patience regarding user learning should be observed; effective ways for developing mobile banking include improving service content, enhancing user ability, increasing service speed and eliminating consumers＇ security concerns, rather than just focusing on price promotions.
出处
《南开管理评论》
CSSCI
北大核心
2009年第3期12-19,共8页
Nankai Business Review
基金
国家自然科学基金项目(70371001
70831003和70621061)
(70890081)资助
