基于UTAUT與感知風(fēng)險模型的手機銀行持續(xù)使用意愿研究
發(fā)布時間：2019-01-17 21:09
【摘要】：近幾年來,金融管制機制的放松與移動金融的迅速崛起,使得國內(nèi)的商業(yè)銀行的格局發(fā)生了劇烈的變化,四大國有銀行受到中小銀行的嚴峻挑戰(zhàn)。隨著4G網(wǎng)絡(luò)的建設(shè)與智能手機的普及,手機銀行成為各大銀行的重要業(yè)務(wù)。手機銀行的誕生,打破了傳統(tǒng)銀.行業(yè)的地域與時間限制,用戶可以隨時隨地辦理銀行業(yè)務(wù),同時也大大降低了銀行業(yè)的成本。根據(jù)銀行協(xié)會發(fā)布的報告,截至2013年年底,手機銀行用戶規(guī)模達到4.6億,同比增長速度達到55.5%,手機銀行用戶規(guī)模迅猛增長,即將成為銀行業(yè)最大的服務(wù)渠道。因此,保持手機銀行用戶的忠誠度,深度研究手機銀行持續(xù)使用意愿,具有重大意義。 因此,本文首先通過文獻研究的方式,回顧分析了國內(nèi)外有關(guān)手機銀行與持續(xù)使用意愿的研究現(xiàn)狀與不足之處。 然后,通過對手機銀行用戶使用意愿影響因素的研究,針對傳統(tǒng)的技術(shù)接受模型的缺陷,本文將UTAUT模型和感知風(fēng)險理論相結(jié)合,提出新的手機銀行持續(xù)使用意愿的影響因素模型。此模型包含3個自變量：感知風(fēng)險、社會影響、促進因素；3個中介變量：績效期望、努力期望、滿意度；1個因變量：持續(xù)使用意愿。 同時,本文通過調(diào)查分析的方法進行實證研究,采用結(jié)構(gòu)方程模型的方式對調(diào)研結(jié)果分析。研究結(jié)論顯示,感知風(fēng)險因素對用戶的績效期望、滿意度、持續(xù)使用意愿都有顯著的負向影響；績效期望、努力期望、促進因素對手機銀行用戶的滿意度有顯著的正向影響；滿意度、績效期望、社會影響對手機銀行用戶的持續(xù)使用意愿有積極的負向影響。 最后,針對理論與實證研究中,手機銀行用戶持續(xù)使用意愿影響因素的特征,本文提出了有助于銀行在保留已有用戶、提升用戶滿意度、減少用戶流失等可采取的戰(zhàn)略和手段。
[Abstract]:In recent years, with the relaxation of financial regulation mechanism and the rapid rise of mobile finance, the pattern of domestic commercial banks has changed dramatically, and the four state-owned banks have been severely challenged by small and medium-sized banks. With the construction of 4G network and the popularity of smart phones, mobile banking has become an important business of banks. The birth of mobile bank, broke the traditional silver. The geographical and time constraints of the industry allow users to handle banking at any time, anywhere, and at the same time greatly reduce the cost of banking. Mobile banking users reached 460 million by the end of 2013, up 55.5 percent from a year earlier, according to a report by the Association of Banks. Mobile banking users are on the verge of becoming the banking industry's biggest service provider. Therefore, it is of great significance to maintain the loyalty of mobile bank users and to study the willingness of mobile bank to use continuously. Therefore, this paper first through the way of literature research, reviewed and analyzed the domestic and foreign mobile banking and sustainable use of the status quo and shortcomings. Then, through the study of the influencing factors of the user's willingness to use in mobile banking, aiming at the defects of the traditional technology acceptance model, this paper combines the UTAUT model with the theory of perceived risk. This paper puts forward a new model of influencing factors of mobile bank's willingness to use continuously. The model includes three independent variables: perceived risk, social impact, promoting factors, three intermediary variables: performance expectation, effort expectation, satisfaction, and one dependent variable: willingness to use continuously. At the same time, this paper carries on the empirical research through the investigation analysis method, uses the structural equation model way to analyze the investigation result. The results show that perceived risk factors have significant negative effects on users' performance expectations, satisfaction, and willingness to use continuously, while performance expectations, hard expectations, and promotion factors have significant positive effects on users' satisfaction in mobile banking. Satisfaction, performance expectation and social impact have a positive and negative impact on mobile bank users' willingness to continue to use. Finally, in view of the characteristics of the influencing factors in the theoretical and empirical research, this paper puts forward some strategies and measures that can be adopted to help the bank retain the existing users, improve the customer satisfaction, and reduce the loss of users.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2
本文編號：2410393
[Abstract]:In recent years, with the relaxation of financial regulation mechanism and the rapid rise of mobile finance, the pattern of domestic commercial banks has changed dramatically, and the four state-owned banks have been severely challenged by small and medium-sized banks. With the construction of 4G network and the popularity of smart phones, mobile banking has become an important business of banks. The birth of mobile bank, broke the traditional silver. The geographical and time constraints of the industry allow users to handle banking at any time, anywhere, and at the same time greatly reduce the cost of banking. Mobile banking users reached 460 million by the end of 2013, up 55.5 percent from a year earlier, according to a report by the Association of Banks. Mobile banking users are on the verge of becoming the banking industry's biggest service provider. Therefore, it is of great significance to maintain the loyalty of mobile bank users and to study the willingness of mobile bank to use continuously. Therefore, this paper first through the way of literature research, reviewed and analyzed the domestic and foreign mobile banking and sustainable use of the status quo and shortcomings. Then, through the study of the influencing factors of the user's willingness to use in mobile banking, aiming at the defects of the traditional technology acceptance model, this paper combines the UTAUT model with the theory of perceived risk. This paper puts forward a new model of influencing factors of mobile bank's willingness to use continuously. The model includes three independent variables: perceived risk, social impact, promoting factors, three intermediary variables: performance expectation, effort expectation, satisfaction, and one dependent variable: willingness to use continuously. At the same time, this paper carries on the empirical research through the investigation analysis method, uses the structural equation model way to analyze the investigation result. The results show that perceived risk factors have significant negative effects on users' performance expectations, satisfaction, and willingness to use continuously, while performance expectations, hard expectations, and promotion factors have significant positive effects on users' satisfaction in mobile banking. Satisfaction, performance expectation and social impact have a positive and negative impact on mobile bank users' willingness to continue to use. Finally, in view of the characteristics of the influencing factors in the theoretical and empirical research, this paper puts forward some strategies and measures that can be adopted to help the bank retain the existing users, improve the customer satisfaction, and reduce the loss of users.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2
【參考文獻】
相關(guān)期刊論文 前9條
1 李蒙翔;顧睿;尚小文;王刊良;;移動即時通訊服務(wù)持續(xù)使用意向影響因素研究[J];管理科學(xué);2010年05期
2 胡現(xiàn)玲;;我國手機銀行發(fā)展現(xiàn)狀與對策分析[J];經(jīng)濟師;2011年01期
3 白璇;趙倩茹;朱坤昌;李永強;;手機銀行使用意愿的影響因素研究[J];科學(xué)決策;2010年09期
4 謝濱;林軼君;郭迅華;;手機銀行用戶采納的影響因素研究[J];南開管理評論;2009年03期
5 吳先鋒;樊吉宏;;基于感知風(fēng)險的移動支付使用行為實證研究[J];統(tǒng)計與決策;2010年20期
6 曹媛媛;李琪;;移動支付使用者使用意向與使用行為模型及實證研究[J];統(tǒng)計與信息論壇;2009年02期
7 劉魯川;孫凱;;移動數(shù)字閱讀服務(wù)用戶采納后持續(xù)使用的理論模型及實證研究[J];圖書情報工作;2011年10期
8 張璇;吳清烈;;基于擴展ECM的移動商務(wù)用戶繼續(xù)使用意向研究[J];太原理工大學(xué)學(xué)報;2010年01期
9 李嘉;;淺談我國手機銀行業(yè)務(wù)風(fēng)險和防范[J];企業(yè)導(dǎo)報;2013年01期
，本文編號：2410393
本文鏈接：http://sikaile.net/guanlilunwen/huobilw/2410393.html
最近更新
教材專著
