【摘要】：隨著科技迅猛發(fā)展、人們生活節(jié)奏越來越快,手機因其便攜性成為都市人必備的基本用具。手機作為銀行新服務(wù)渠道的戰(zhàn)略價值也越來越明顯。手機銀行正是在這種背景下產(chǎn)生的。在網(wǎng)銀的基礎(chǔ)上,其更突出了“移動”的特性,使顧客能夠隨時、隨地辦理銀行業(yè)務(wù)。隨著手機銀行戰(zhàn)略價值的凸顯,研究手機銀行用戶的使用意向影響因素也成為一個極具戰(zhàn)略意義的課題。 本文以技術(shù)接受模型為基本框架,結(jié)合手機銀行的具體特點引入了感知風(fēng)險性及感知流行性兩個思考角度,構(gòu)建手機銀行使用意向形成因素模型。并在框架中引入用戶細(xì)分變量,研究其與手機銀行使用意向各影響因素的關(guān)系,以期了解不同的細(xì)分用戶之間在手機銀行使用意向影響因素上是否存在差異。 筆者根據(jù)以往研究成果的成熟量表編制了本文所需的問卷調(diào)查表,并通過專家訪談、預(yù)調(diào)查的方式對問卷進(jìn)行調(diào)整。通過問卷調(diào)查,本文搜集了研究所需數(shù)據(jù),并運用spss19.0進(jìn)行數(shù)據(jù)分析以驗證各變量之間的關(guān)系,并研究了細(xì)分用戶在手機銀行使用意向影響因素的差異表現(xiàn)。數(shù)據(jù)分析方法包括信度效度分析、描述性統(tǒng)計分析、相關(guān)分析、路徑分析、獨立樣本T檢驗以及對應(yīng)分析。 研究結(jié)果顯示： (1)用戶的感知有用性、感知易用性、感知風(fēng)險性、感知流行性和使用態(tài)度是影響用戶手機銀行使用意向的重要影響因素。 (2)感知易用性不僅直接對使用態(tài)度有直接影響,還對感知有用性產(chǎn)生直接影響。 (3)感知流行性不僅直接對用戶的使用態(tài)度產(chǎn)生影響,還會直接影響到用戶對手機銀行有用性和風(fēng)險性的感知。 (4)性別在使用態(tài)度、感知有用性和感知流行性三個影響因素上存在顯著性差異。男性比女性對手機銀行有用性感知更明顯,更認(rèn)為手機銀行是流行的,更樂于接受手機銀行。 (5)20-30歲人群更認(rèn)為手機銀行有用、易用、流行,更傾向于使用手機銀行。30歲以上人群,隨著年齡增大,更傾向于保守,不愿意使用手機銀行,對手機銀行有用性、易用性、流行性感知逐漸減弱,同時對風(fēng)險感知則逐漸增強。 (6)隨著用戶手機銀行使用經(jīng)驗的增多及對手機銀行知識了解的加深,他們趨向于認(rèn)為手機銀行有用、易用、流行,對手機銀行的風(fēng)險感知趨低,傾向于使用手機銀行。 最后,本文在對研究結(jié)論進(jìn)行總結(jié)的基礎(chǔ)上,基于手機銀行正處于導(dǎo)入期的背景,提出了手機銀行導(dǎo)入期的市場營銷建議,并對后續(xù)的研究做出了展望。
[Abstract]:With the rapid development of science and technology, people live more and more fast, mobile phone has become a basic appliance for urban people because of its portability. The strategic value of mobile phone as a new service channel for banks is becoming more and more obvious. It is in this context that mobile banking emerged. On the basis of online banking, it highlights the "mobile" feature, enabling customers to handle banking at any time, anywhere. With the prominent strategic value of mobile banking, it has become a strategic issue to study the influencing factors of mobile banking users' intention to use. This paper takes the technology acceptance model as the basic framework and introduces two thinking angles of perceived risk and perceived popularity in combination with the specific characteristics of mobile banking to construct a model of forming factors of mobile bank's intention to use. And introduce the user subdivision variable in the framework, study the relationship between the user subdivision variables and the mobile bank intention to use each factor, in order to understand whether there are differences in the mobile bank use intention factors among the different subdivision users. According to the mature scale of previous research results, the author has compiled the questionnaire required in this paper, and adjusted the questionnaire through expert interview and pre-investigation. Through the questionnaire survey, this paper collects the data needed for the research, and uses spss19.0 to analyze the data to verify the relationship between the variables, and studies the different performance of the influencing factors of the users' intention to use in the mobile bank. Data analysis methods include reliability and validity analysis, descriptive statistical analysis, correlation analysis, path analysis, independent sample T test and correspondence analysis. The results show that: (1) users' perceived usefulness, perceived ease of use, perceived risk, perceived popularity and use attitude are important factors affecting users' mobile bank use intention. (2) perceived usability has a direct impact not only on use attitude, but also on perceived usefulness. (3) perceived popularity not only has a direct impact on the user's use attitude, but also directly affects the user's perception of the usefulness and risk of mobile banking. (4) there were significant differences in three influencing factors: use attitude, perceived usefulness and perceived epidemic. Men are more aware of the usefulness of mobile banking than women, more popular and more receptive to mobile banking. (5) people aged 20-30 years think that mobile banking is more useful, easy to use, popular, and more inclined to use mobile banking. With age, they tend to be more conservative, unwilling to use mobile banking, which is useful and easy to use. The epidemic perception gradually weakens, at the same time, the risk perception is gradually strengthened. (6) with the increase of mobile banking experience and knowledge of mobile banking, they tend to think that mobile banking is useful, easy to use, popular, low risk awareness of mobile banking, tend to use mobile banking. Finally, on the basis of the conclusion of the research, based on the background that mobile bank is in the period of introduction, the paper puts forward the marketing suggestions of the period of the introduction of mobile banking, and makes a prospect for the future research.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.3

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