發(fā)布時(shí)間：2018-03-17 11:39

  本文選題：網(wǎng)上銀行　切入點(diǎn)：感知風(fēng)險(xiǎn)　出處：《西南財(cái)經(jīng)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：根據(jù)《第29次中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》指出,到2011年12月底,中國(guó)網(wǎng)民規(guī)模突破5億,達(dá)到5,13億,而網(wǎng)上銀行客戶數(shù)量為1.66億,全年客戶增長(zhǎng)了19.2%。2010年中國(guó)網(wǎng)上銀行交易規(guī)模為549.5萬(wàn)億元,同比增長(zhǎng)49%。至2014年,中國(guó)網(wǎng)上銀行的交易規(guī)模有望突然2200萬(wàn)億元。盡管網(wǎng)上銀行業(yè)務(wù)越來(lái)越受到人們的認(rèn)可,但同時(shí)也存在著很多因素影響著我國(guó)網(wǎng)上銀行的發(fā)展。其中,網(wǎng)民對(duì)網(wǎng)上銀行的使用心存芥蒂是阻礙其發(fā)展的重要因素。據(jù)報(bào)告指出,只有當(dāng)客戶對(duì)網(wǎng)上銀行的安全具有足夠的信心,才能夠真正提高使用頻率和支付金領(lǐng)。 2011年12月暴發(fā)的網(wǎng)民信息泄露事情,引起了社會(huì)各界的關(guān)注,據(jù)預(yù)測(cè),涉及用戶將會(huì)上億。這場(chǎng)事故被稱為中國(guó)互聯(lián)網(wǎng)史上最大的信息泄露事件,更加深了網(wǎng)民對(duì)互聯(lián)網(wǎng)信息安全的憂慮。根據(jù)艾瑞咨詢《2011年下半年個(gè)人網(wǎng)絡(luò)安全報(bào)告》顯示,2011年下半年網(wǎng)民最擔(dān)心的安全損失是金錢損失和隱私泄露,比較關(guān)注的安全困擾類型主要有網(wǎng)銀被盜號(hào)、電腦運(yùn)行緩慢和隱私資料被泄漏。其中,網(wǎng)上銀行被盜號(hào)最受網(wǎng)民關(guān)注,客戶占比為54.9%,隱私資料外泄則位居第三,客戶占比為51.2%。綜合網(wǎng)民的關(guān)注點(diǎn),可以看出網(wǎng)民對(duì)與經(jīng)濟(jì)、個(gè)人隱私掛鉤的困擾更為關(guān)注。對(duì)于客戶的這種擔(dān)心可以用感知風(fēng)險(xiǎn)理論來(lái)解釋,也有許多學(xué)者用研究證實(shí)了感知風(fēng)險(xiǎn)對(duì)網(wǎng)上銀行的使用呈負(fù)相關(guān)關(guān)系。 本文將網(wǎng)上銀行結(jié)合感知風(fēng)險(xiǎn)理論,試圖找出感知風(fēng)險(xiǎn)影響網(wǎng)上銀行的因素,從而促進(jìn)銀行業(yè)集中精力做好客戶關(guān)心的事,促進(jìn)服務(wù)質(zhì)量。全文共分五個(gè)部分： 第一章：緒論。本章首先介紹了目前網(wǎng)上銀行的發(fā)展的現(xiàn)狀和趨勢(shì),以及目前客戶對(duì)使用網(wǎng)上銀行擔(dān)心的問(wèn)題�？偨Y(jié)前人對(duì)網(wǎng)上銀行的研究及感知風(fēng)險(xiǎn)理論在網(wǎng)上銀行研究中的運(yùn)用,以此引出本文研究的問(wèn)題。并對(duì)研究問(wèn)題進(jìn)行分解,闡述本文的研究?jī)?nèi)容,解釋本研究的實(shí)際意義與理論意義,提出研究的思路與技術(shù)路線安排及數(shù)據(jù)分析方法,最后說(shuō)明本研究的貢獻(xiàn)與創(chuàng)新之處。 第二章：對(duì)網(wǎng)上銀行和感知風(fēng)險(xiǎn)的定義及相關(guān)研究進(jìn)行總結(jié)。本章首先闡述學(xué)術(shù)界與各相關(guān)組織網(wǎng)上銀行不同的定義,網(wǎng)上銀行按照各個(gè)不同標(biāo)準(zhǔn)的分類,網(wǎng)上銀行的現(xiàn)狀及前人對(duì)網(wǎng)上銀行研究的小結(jié)。其次,列舉了對(duì)感知風(fēng)險(xiǎn)的在傳統(tǒng)環(huán)境下及網(wǎng)絡(luò)環(huán)境下的不同定義,傳統(tǒng)環(huán)境和網(wǎng)絡(luò)環(huán)境中感知風(fēng)險(xiǎn)維度的區(qū)別。最后,回顧了前人以感知風(fēng)險(xiǎn)為視角對(duì)網(wǎng)上銀行進(jìn)行的相關(guān)實(shí)證研究情況。 第三章：感知風(fēng)險(xiǎn)對(duì)網(wǎng)上銀行的影響因素的模型構(gòu)建與研究設(shè)計(jì),以及調(diào)查問(wèn)卷的發(fā)放與回收。本章的主要任務(wù)是建立感知風(fēng)險(xiǎn)對(duì)網(wǎng)上銀行影響因素的模型。根據(jù)以往學(xué)者的研究結(jié)論,結(jié)合實(shí)際中網(wǎng)上銀行感知風(fēng)險(xiǎn)可能的影響因素,構(gòu)建本文的研究模型。在該模型的基礎(chǔ)上提出研究假設(shè),闡述了實(shí)證研究的框架設(shè)計(jì)和量表設(shè)計(jì)情況,確定調(diào)查對(duì)象、抽樣方法、樣本量大小以及數(shù)據(jù)收集方法。 第四章：感知風(fēng)險(xiǎn)對(duì)網(wǎng)上銀行影響的實(shí)證研究分析。本章主要是回收的調(diào)查問(wèn)卷進(jìn)行分析,分析數(shù)據(jù)的工具是專業(yè)的統(tǒng)計(jì)軟件SPSS19.0。首先對(duì)調(diào)查問(wèn)卷數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析,了解被調(diào)查對(duì)象的性別、年齡、受教育程度、收入等一系列人口統(tǒng)計(jì)特征；然后,使用主成分法進(jìn)行因子分析,探索并驗(yàn)證感知風(fēng)險(xiǎn)的維度；接下來(lái),運(yùn)用相關(guān)分析得出感知風(fēng)險(xiǎn)各維度的相關(guān)性和各個(gè)影響因素與感知風(fēng)險(xiǎn)的相關(guān)性；緊接著,對(duì)影響感知風(fēng)險(xiǎn)的各個(gè)因素進(jìn)行多元線性回歸,得出各個(gè)影響因素的對(duì)感知風(fēng)險(xiǎn)的回歸方程；最后,對(duì)客戶的人口統(tǒng)計(jì)特征進(jìn)行單因素方差分析,分析人口統(tǒng)計(jì)特征對(duì)感知風(fēng)險(xiǎn)的影響。 第五章：研究結(jié)論與展望。經(jīng)過(guò)第四章的實(shí)證分析與討論,得出本文最后的結(jié)論,并根據(jù)結(jié)論對(duì)網(wǎng)上銀行營(yíng)銷策略提出建議。然后,說(shuō)明本研究對(duì)網(wǎng)上銀行研究領(lǐng)域的價(jià)值,以及在研究過(guò)程中出現(xiàn)的不足。最后,針對(duì)本文的局限,指出在本研究領(lǐng)域后續(xù)研究中,可以改進(jìn)的問(wèn)題和方向。 本文的創(chuàng)新之處主要有以下幾點(diǎn)： 1.研究視角較新 以往學(xué)者對(duì)于網(wǎng)上銀行,一般是站在銀行的角度,研究網(wǎng)上銀行的使用意愿、服務(wù)質(zhì)量、滿意度和忠誠(chéng)忠以及法律監(jiān)管問(wèn)題。本文選取客戶因素作為新的研究視角,論述感知風(fēng)險(xiǎn)對(duì)客戶的影響,研究視角更為新穎、具體。 2.揭示了網(wǎng)上銀行感知風(fēng)險(xiǎn)的維度和影響因素 在以前的研究中,學(xué)者只論證了感知風(fēng)險(xiǎn)對(duì)網(wǎng)上銀行的使用存在影響,是將感知風(fēng)險(xiǎn)作為一個(gè)整體進(jìn)行研究,并沒(méi)有說(shuō)明感知風(fēng)險(xiǎn)的維度可以分為哪些內(nèi)容,更沒(méi)有揭示哪些因素可以影響感知風(fēng)險(xiǎn)。比如是網(wǎng)上銀行的操作程序比較簡(jiǎn)單使使客戶感知風(fēng)險(xiǎn)降低,還是網(wǎng)上銀行的安全工作做的好使客戶感知風(fēng)險(xiǎn)降低。研究感知風(fēng)險(xiǎn)的維度和影響因素有利于找出個(gè)人客戶在使用網(wǎng)上銀行過(guò)程中關(guān)心的問(wèn)題。 3.揭示感知風(fēng)險(xiǎn)各維度對(duì)網(wǎng)上銀行的相對(duì)影響程度 在揭示了影響網(wǎng)上銀行感知風(fēng)險(xiǎn)的因素之后,本文進(jìn)一步考察了各個(gè)影響因素的相對(duì)重要程度,構(gòu)建了影響網(wǎng)上銀行感知風(fēng)險(xiǎn)的回歸方程,這樣有利于清晰、詳細(xì)地了解影響客戶對(duì)網(wǎng)上銀行的感知風(fēng)險(xiǎn)的哪些因素更為重要。
[Abstract]:According to the statistics report of the twenty-ninth Chinese Internet development "pointed out that by the end of December 2011, China exceeded 500 million netizens, reached 5,13 billion, while the number of online banking customers 166 million, annual customer growth 19.2%.2010 Chinese online banking transactions was 549 trillion and 500 billion yuan, an increase of 49%. to 2014, online banking transaction size is expected to China suddenly 2200 trillion yuan. Although online banking is gaining more recognition, but there are also many factors affecting the development of Internet banking in China. Among them, Internet users use online banking grudge is an important factor to hinder its development. According to the report, only when the customer has enough confidence in the security of online banking that can really improve the frequency of use and payment.
In December 2011 the users of information leakage, has aroused the concern of the community, according to the forecast, the user will relates to millions. This accident is known as the Internet information leak Chinese biggest, the more deep worries of Internet users on the Internet information security. According to the first half of personal network security report > <2011 showed Ai Rui consulting the second half of 2011, the loss of security users are most concerned about is the loss of money and loss of privacy, pay more attention to the security problems of main types of online banking has been hacking, computer running slow and privacy data leakage. Among them, online banking is the most popular ones concern of Internet users, customers accounted for 54.9%, privacy data leakage is ranked third, accounting for customers is 51.2%. comprehensive concern of Internet users, Internet users can see on personal privacy and economic problems linked to more attention. This fear can be used for customer perceived risk management On the other hand, many scholars have confirmed that perceived risk has a negative correlation with the use of online banks.
Based on the theory of perceived risk in online banking, this paper tries to find out the factors of perceived risk affecting online banking, so as to promote the banking industry to concentrate on customer care and promote service quality. The paper is divided into five parts.
The first chapter: introduction. This chapter firstly introduces the present situation and trend of the development of online banking, as well as the current customers to use online banking concerns. Summarize the research and the perceived risk theory on online banking online banking in previous research, this leads to the problem studied in this paper. And the research of decomposition. Describes the research content of this paper, explain the practical significance and the theoretical significance of this study, put forward ideas and technical route research and data analysis methods, the contribution and innovation of the study.
The second chapter: the definition of Internet banking and the perceived risk and the related research summary. This chapter first explains the definition of the academic circles and the relevant organizations of the different online banking, online banking according to the different classification standard, current situation and previous summary of online banking online banking research. Secondly, lists the different definitions in the traditional environment under the network environment and the difference of perceived risk, perceived risk dimensions of traditional environment and network environment. Finally, a review of the studies with the perceived risk as the perspective of the related empirical study on Internet banking.
The third chapter: the influence of perceived risk of online bank construction factors of the model and research design, as well as the issuance of questionnaires and recycling. The main task of this chapter is to establish the perceived risk factor model of the online bank. According to the conclusions of previous scholars, combining the factors of perceived risk of online banking may in reality, research model the construction of this paper. Put forward the research hypothesis on the basis of the model, describes the framework design and scale design of the empirical research, determine the object of investigation, sampling methods, sample size and data collection method.
The fourth chapter: the analysis of empirical research on perceived risk of online banking influence. This chapter is mainly questionnaires analysis tools, analysis of data is the professional statistical software SPSS19.0. first descriptive statistical analysis of survey data, understand the subjects of sex, age, education, income and a series of population statistics then, characteristics; using principal component method of factor analysis, to explore and validate the perceived risk dimensions; then, correlation and correlation analysis using the impact of various dimensions of perceived risk factors and perceived risk; then, the influences of different factors on the perceived risk of multiple linear regression, the various factors of perception the risk of regression equation; finally, the demographic characteristics of customers of the single factor analysis of variance, analysis of demographic characteristics on perception The impact of risk.
The fifth chapter is the conclusion and Prospect of the research. Through empirical analysis and discussion of the fourth chapter, draw the final conclusion of this paper, and according to the conclusion put forward suggestions on online banking marketing strategy. Then, illustrate the value of the research on research in the field of Internet banking, and problems in the course of the study. Finally, this paper points out the limitations. In the follow-up study of this field, can improve the problem and direction.
The main innovations of this paper are as follows:
1. research perspective is more new
The past scholars for online banking, is generally from the bank's point of view, will use the research of Internet banking service quality, satisfaction and loyalty loyalty and legal regulatory issues. This paper selects customer factors as a new research perspective, discusses the impact on the customer perceived risk, the research perspective is more novel and specific.
2. reveals the dimensions and influencing factors of perceived risk of online banking
In previous studies, scholars only demonstrated that perceived risk impact on the use of online banking, is the perceived risk is studied as a whole, and did not explain the perceived risk dimensions can be divided into what, not to reveal what factors can influence perceived risk. Such as online banking operation procedure is relatively simple the customer perceived risk reduction, or that the customer perceived risk of online banking security work do decreased. Factors of perceived risk dimensions and influence will help identify individual customer care in the process of using the online banking problems.
3. reveal the relative impact of perceived risk dimensions on online banks
After the factors reveals the influence of perceived risk of online banking, this paper further investigates the impact of various factors of the relative importance of the regression equation of the perceived risk of Internet banking is constructed, which is conducive to a clear, detailed understanding of the factors which influence the risk of online banking customers know the feeling is more important.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2;F224

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