消費(fèi)者對東亞銀行網(wǎng)上銀行使用意愿研究
發(fā)布時間：2019-03-27 19:32
【摘要】：隨著金融市場的全球開放,銀行業(yè)面臨著巨大的同業(yè)競爭壓力。網(wǎng)上銀行以傳統(tǒng)銀行經(jīng)營方式無可比擬的優(yōu)勢——成本低,業(yè)務(wù)容量大,處理速度快,不受時間和空間的限制等蓬勃發(fā)展起來,它可以降低銀行的運(yùn)營成本、實(shí)現(xiàn)與客戶的有效互動并使其有能力為客戶提供更多增值服務(wù),讓客戶突破時空限制隨時隨地獲得銀行服務(wù)。發(fā)展網(wǎng)上銀行已經(jīng)成為金融創(chuàng)新、參與競爭并取得競爭優(yōu)勢的重要戰(zhàn)略,尤其是對在與中資銀行相抗衡中并不占優(yōu)勢的東亞銀行而言。東亞銀行的客戶群體以企業(yè)主為主。收益率較高的理財產(chǎn)品和代理注冊境外公司是東亞銀行開拓網(wǎng)上銀行業(yè)務(wù),維護(hù)現(xiàn)有客戶,挖掘潛在客戶的重要營銷手段之一。了解該部分客戶對東亞銀行網(wǎng)上銀行使用意愿的影響因素,并制定有針對性的營銷策略已成為必然,本次研究將對此進(jìn)行理論與實(shí)證的研究。 本研究在總結(jié)以往網(wǎng)上銀行所采納行為研究的基礎(chǔ)之上,將創(chuàng)新擴(kuò)散理論、科技接受模型和計劃行為理論相結(jié)合,從消費(fèi)者的感知出發(fā),發(fā)現(xiàn)了東亞銀行網(wǎng)上銀行服務(wù)現(xiàn)有的優(yōu)勢和不足,及其對消費(fèi)者使用東亞銀行網(wǎng)上銀行意愿的影響,同時詳細(xì)探討了消費(fèi)者創(chuàng)新性和自我效能對使用意愿的影響,并因此得出以下幾個因子進(jìn)行分析：比較優(yōu)勢、與個人行事方式的吻合程度、網(wǎng)上銀行使用經(jīng)驗(yàn)、配套的銀行產(chǎn)品、復(fù)雜性、風(fēng)險、一般創(chuàng)新性、特定創(chuàng)新性、自我效能感、感知有用性和感知易用性。 本研究通過對140份有效的問卷進(jìn)行分析,得出的主要結(jié)論是配套的銀行產(chǎn)品、感知易用性、比較優(yōu)勢、風(fēng)險、感知有用性、特定創(chuàng)新性和自我效能,這七個因子對使用意愿的影響較大。基于以上結(jié)論,本文提出了五點(diǎn)改進(jìn)對策,涉及了理財產(chǎn)品、境外公司服務(wù)、網(wǎng)上銀行的系統(tǒng)升級、降低網(wǎng)上銀行開戶門檻、加強(qiáng)網(wǎng)上銀行的安全措施等方面。通過實(shí)施以上對策,本研究可以有效的提高消費(fèi)者對東亞銀行網(wǎng)上銀行的使用意愿。本研究的部分成果已經(jīng)在東亞銀行得到推行,并取得了較好的成效。
[Abstract]:With the global opening of financial markets, the banking industry is facing enormous competition pressure. Internet banking has an unparalleled advantage over traditional banking methods-low cost, large business capacity, fast processing speed, not limited by time and space, and so on. It can reduce the operating costs of banks. Achieve effective interaction with customers and enable them to provide more value-added services for customers to break through the constraints of time and space, anytime and anywhere access to banking services. The development of online banking has become an important strategy for financial innovation, participating in competition and gaining competitive advantage, especially for the Bank of East Asia, which is not dominant in competing with Chinese banks. The Bank of East Asia's customer base is dominated by business owners. It is one of the important marketing methods for Bank of East Asia to open up online banking business, maintain existing customers and tap potential customers with higher yield of wealth management products and agent registered overseas companies. It is necessary to understand the influencing factors of the customers' willingness to use the online bank of the Bank of East Asia, and to formulate targeted marketing strategies, which will be studied theoretically and empirically in this study. On the basis of summarizing the behavior research adopted by internet banking in the past, this research combines innovation diffusion theory, science and technology acceptance model and planning behavior theory, and proceeds from consumers' perception. This paper finds out the advantages and disadvantages of Bank of East Asia online banking service and its influence on consumers' willingness to use Bank of East Asia online banking. At the same time, it discusses in detail the influence of consumer innovation and self-efficacy on consumers' willingness to use it. As a result, the following factors are obtained: comparative advantage, degree of consistency with individual ways of doing things, experience in the use of online banking, supporting banking products, complexity, risk, general innovation, specific innovation, sense of self-efficacy, Perceived usefulness and perceived ease of use. Through the analysis of 140 valid questionnaires, the main conclusions of this study are matching banking products, perceived ease of use, comparative advantage, risk, perceived usefulness, specific innovation and self-efficacy. These seven factors have a great influence on the intention to use. Based on the above conclusions, this paper puts forward five countermeasures, including financial management products, services of overseas companies, system upgrading of online banks, lowering the threshold of opening accounts of online banks, strengthening the security measures of online banks, and so on. Through the implementation of the above countermeasures, this study can effectively improve consumers' willingness to use Bank of East Asia online banking. Some of the results of this study have been carried out in the Bank of East Asia, and good results have been achieved.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F831
本文編號：2448492
[Abstract]:With the global opening of financial markets, the banking industry is facing enormous competition pressure. Internet banking has an unparalleled advantage over traditional banking methods-low cost, large business capacity, fast processing speed, not limited by time and space, and so on. It can reduce the operating costs of banks. Achieve effective interaction with customers and enable them to provide more value-added services for customers to break through the constraints of time and space, anytime and anywhere access to banking services. The development of online banking has become an important strategy for financial innovation, participating in competition and gaining competitive advantage, especially for the Bank of East Asia, which is not dominant in competing with Chinese banks. The Bank of East Asia's customer base is dominated by business owners. It is one of the important marketing methods for Bank of East Asia to open up online banking business, maintain existing customers and tap potential customers with higher yield of wealth management products and agent registered overseas companies. It is necessary to understand the influencing factors of the customers' willingness to use the online bank of the Bank of East Asia, and to formulate targeted marketing strategies, which will be studied theoretically and empirically in this study. On the basis of summarizing the behavior research adopted by internet banking in the past, this research combines innovation diffusion theory, science and technology acceptance model and planning behavior theory, and proceeds from consumers' perception. This paper finds out the advantages and disadvantages of Bank of East Asia online banking service and its influence on consumers' willingness to use Bank of East Asia online banking. At the same time, it discusses in detail the influence of consumer innovation and self-efficacy on consumers' willingness to use it. As a result, the following factors are obtained: comparative advantage, degree of consistency with individual ways of doing things, experience in the use of online banking, supporting banking products, complexity, risk, general innovation, specific innovation, sense of self-efficacy, Perceived usefulness and perceived ease of use. Through the analysis of 140 valid questionnaires, the main conclusions of this study are matching banking products, perceived ease of use, comparative advantage, risk, perceived usefulness, specific innovation and self-efficacy. These seven factors have a great influence on the intention to use. Based on the above conclusions, this paper puts forward five countermeasures, including financial management products, services of overseas companies, system upgrading of online banks, lowering the threshold of opening accounts of online banks, strengthening the security measures of online banks, and so on. Through the implementation of the above countermeasures, this study can effectively improve consumers' willingness to use Bank of East Asia online banking. Some of the results of this study have been carried out in the Bank of East Asia, and good results have been achieved.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F831
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