【摘要】：互聯(lián)網(wǎng)在現(xiàn)如今的生活中占據(jù)著不可替代的位置,正深刻的影響著人們的日常生活,網(wǎng)絡(luò)銀行作為傳統(tǒng)銀行業(yè)務(wù)和信息技術(shù)結(jié)合的產(chǎn)物給人們的生活帶來了極大的便利,因此,許多商業(yè)銀行都紛紛把網(wǎng)絡(luò)銀行作為未來發(fā)展的重點(diǎn)。然而,雖然各商業(yè)銀行都非常重視網(wǎng)絡(luò)銀行的發(fā)展,加大資金、人才等投入和開發(fā)力度,網(wǎng)絡(luò)銀行仍然面臨著使用率達(dá)不到預(yù)期的問題。在此背景下,從技術(shù)接受模型對網(wǎng)絡(luò)銀行使用的影響著手,在查閱大量國內(nèi)外參考文獻(xiàn)的基礎(chǔ)上,將技術(shù)接受模型分為感知有用性和感知易用性兩個(gè)維度,分別研究感知有用性和感知易用性對網(wǎng)絡(luò)銀行使用的影響,并且加入了相容性、感知風(fēng)險(xiǎn)性兩個(gè)調(diào)節(jié)變量分析。本研究主要采用問卷調(diào)查的方法,在利用調(diào)查問卷收集到數(shù)據(jù)后,利用SPSS19.0對問卷數(shù)據(jù)進(jìn)行了信度和效度分析、因子分析、相關(guān)分析、回歸分析,以及調(diào)節(jié)變量的調(diào)節(jié)效應(yīng)分析,得出了感知有用性和感知易用性與網(wǎng)絡(luò)銀行使用之間的相關(guān)性和作用的方向和程度,以及調(diào)節(jié)變量是否對感知有用性、感知易用性與網(wǎng)絡(luò)銀行使用之間的關(guān)系起調(diào)節(jié)作用。不同于以往的市場營銷策略基本都是在理論分析的基礎(chǔ)上,通過實(shí)證研究得出結(jié)論,并應(yīng)用到網(wǎng)絡(luò)銀行營銷領(lǐng)域,為網(wǎng)絡(luò)銀行提出了有益的建議,如通過不斷的創(chuàng)新提高消費(fèi)者的感知有用性,通過體驗(yàn)營銷和簡化操作增強(qiáng)消費(fèi)者的感知易用性,通過強(qiáng)化品牌意識促進(jìn)消費(fèi)者與網(wǎng)絡(luò)銀行的相容性,通過提高網(wǎng)絡(luò)銀行的安全性降低消費(fèi)者的感知風(fēng)險(xiǎn)性,并對網(wǎng)絡(luò)銀行發(fā)展的制度保障提了一些建議。為各家商業(yè)銀行大力推廣網(wǎng)絡(luò)銀行業(yè)務(wù),提高消費(fèi)者對網(wǎng)絡(luò)銀行的使用率提供了具有實(shí)踐意義的參考。
[Abstract]:The Internet occupies an irreplaceable position in today's life, which is deeply affecting people's daily life. Internet banking, as the product of the combination of traditional banking business and information technology, has brought great convenience to people's life. Therefore, Many commercial banks have taken online banking as the focus of their future development. However, although commercial banks attach great importance to the development of online banks, increase investment and development of funds, talents and other efforts, online banks are still facing the problem that the utilization rate can not meet the expectations. In this context, starting from the impact of the technology acceptance model on the use of network banks, and on the basis of consulting a large number of domestic and foreign references, the technology acceptance model is divided into two dimensions: perceived usefulness and perceived ease of use. The effects of perceived usefulness and perceived ease of use on the use of network banks are studied respectively, and two regulatory variables, compatibility and perceived risk, are added. This study mainly uses the method of questionnaire survey, after collecting the data by using the questionnaire, using SPSS19.0 to analyze the reliability and validity of the questionnaire data, factor analysis, correlation analysis, regression analysis. And the adjustment effect of regulatory variables is analyzed, and the direction and degree of the correlation and effect between perceived usefulness and perceived ease of use and the use of network banks are obtained, as well as whether the regulating variables are useful to perception. The relationship between perceived ease of use and the use of online banking plays a regulatory role. Different from the previous marketing strategies are basically on the basis of theoretical analysis, through empirical research to draw conclusions, and applied to the field of online banking marketing, put forward useful suggestions for online banks. Such as improving the perceived usefulness of consumers through continuous innovation, enhancing the perceived ease of use of consumers through experience marketing and simplifying operations, and promoting the compatibility of consumers and online banks by strengthening brand awareness. By improving the security of online banking, the perceived risk of consumers is reduced, and some suggestions are put forward for the institutional guarantee of the development of online banking. It provides a practical reference for commercial banks to promote the business of online banking and improve the utilization rate of online banks.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 王震勤;王維才;董荔;;消費(fèi)者網(wǎng)上購物感知風(fēng)險(xiǎn)影響因素的實(shí)證研究[J];江蘇商論;2010年09期

2 徐峰;聶彤彤;孫亞男;;基于TOE和UTAUT整合的電子政務(wù)創(chuàng)新采納模型研究[J];現(xiàn)代管理科學(xué);2012年02期

，

本文編號：2477186