本文關(guān)鍵詞： 網(wǎng)上銀行 使用意愿 灰色聚類分析　出處：《南京工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著網(wǎng)絡(luò)技術(shù)的不斷普及，電子商務(wù)市場(chǎng)的蓬勃發(fā)展，促使網(wǎng)上銀行的出現(xiàn)和迅猛發(fā)展。伴隨著中國銀行業(yè)的全面開放，銀行之間的競(jìng)爭(zhēng)也越來越激烈。網(wǎng)上銀行作為金融行業(yè)和電子商務(wù)結(jié)合的產(chǎn)物，也逐漸成為國內(nèi)銀行在中國市場(chǎng)角逐的利器。對(duì)于尚處于初級(jí)發(fā)展階段的個(gè)人網(wǎng)上銀行來說，為了在競(jìng)爭(zhēng)中立于不敗之地，目前需要考慮的是如何留住老客戶，吸引新客戶，擴(kuò)大自己的客戶群，提高自己的競(jìng)爭(zhēng)力。銀行業(yè)作為服務(wù)性行業(yè)，客戶至上是一成不變的宗旨，因此網(wǎng)上銀行所推出的各種服務(wù)需要讓客戶滿意，吸引更多的客戶，使自己的客戶群不斷擴(kuò)大。自網(wǎng)上銀行誕生以來，國內(nèi)外已有一些關(guān)于網(wǎng)上銀行的相關(guān)研究及著作�；ヂ�(lián)網(wǎng)帶來的新特點(diǎn)，使網(wǎng)上銀行的經(jīng)營(yíng)模式已經(jīng)突破傳統(tǒng)銀行的多重限制，學(xué)者們對(duì)于網(wǎng)上銀行的研究大多集中于網(wǎng)上銀行發(fā)展的策略、發(fā)展網(wǎng)上銀行的風(fēng)險(xiǎn)及其防范措施、對(duì)網(wǎng)上銀行的監(jiān)管等問題進(jìn)行研究，對(duì)于網(wǎng)上銀行客戶使用意愿的研究還相對(duì)較少。因此，我們有必要對(duì)網(wǎng)上銀行客戶使用意愿這一問題加以研究。 本文在管理理論的基礎(chǔ)上，，采用統(tǒng)計(jì)學(xué)相關(guān)方法和灰色系統(tǒng)理論，對(duì)影響個(gè)人網(wǎng)上銀行的使用意愿問題進(jìn)行了深入研究。首先，在總結(jié)前人對(duì)客戶使用意愿的影響因素的基礎(chǔ)上，從個(gè)人網(wǎng)上銀行提供服務(wù)和客戶感知兩個(gè)角度提出了個(gè)人網(wǎng)銀客戶使用意愿的影響因素，分別是：“有用性”、“易用性”、“關(guān)懷性”、“可靠性”、“響應(yīng)性”、“分享性”、“易變性”，并進(jìn)行分析、構(gòu)建了指標(biāo)體系；然后，基于灰色定權(quán)聚類法構(gòu)建個(gè)人網(wǎng)銀客戶使用意愿評(píng)價(jià)模型，采用問卷調(diào)查法獲得的原始數(shù)據(jù)，分析了網(wǎng)上銀行市場(chǎng)交易額前十的十家銀行的個(gè)人網(wǎng)銀客戶使用意愿情況，并做了結(jié)果分析；最后，從實(shí)證研究所發(fā)現(xiàn)的問題入手，提出了改善個(gè)人網(wǎng)銀客戶使用意愿的對(duì)策與建議。
[Abstract]:With the continuous popularization of network technology and the vigorous development of electronic commerce market, the emergence and rapid development of online banking, along with the overall opening of China's banking industry, The competition among banks is also becoming more and more intense. As a product of the combination of financial industry and electronic commerce, online banking has gradually become a sharp weapon for domestic banks to compete in the Chinese market. For individual online banks, which are still in the initial stage of development, In order to remain invincible in the competition, what needs to be considered at present is how to retain old customers, attract new customers, expand their customer base, and improve their competitiveness. Therefore, all kinds of services offered by online banking need to satisfy customers, attract more customers and expand their customer base. There have been some related studies and works on online banking at home and abroad. The new features brought by the Internet have made the business model of Internet banking break through the multiple restrictions of traditional banks. Scholars mostly focus on the development strategy of online banking, the risks of developing online banking and its preventive measures, the supervision of online banking, and so on. Therefore, it is necessary to study the use intention of online banking customers. On the basis of management theory, this paper makes a deep research on the influence of personal online banking on the willingness to use by using statistical methods and grey system theory. On the basis of summing up the influencing factors of customer's intention to use, this paper puts forward the influencing factors of personal online banking customer's intention to use from two angles of personal online banking service and customer perception. They are: "usefulness", "ease of use", "concern", "reliability", "responsiveness", "sharing", "variability", and then analyzes and constructs an index system. By using the original data obtained by questionnaire, this paper analyzes the usage intention of the 10 banks with the top 10 transactions in the online banking market, and makes an analysis of the results. Finally, it starts with the problems found in the empirical research. This paper puts forward the countermeasures and suggestions to improve the customer's willingness to use the personal banking network.
【學(xué)位授予單位】：南京工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F724.6;F832.2

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