本文關鍵詞：手機銀行使用意愿影響因素研究　出處：《鄭州大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 手機銀行 技術接受模型 消費者創(chuàng)新性 感知風險

【摘要】：隨著移動互聯(lián)網的快速發(fā)展和智能手機的普及,手機銀行進入了快速發(fā)展的新時期�；ヂ�(lián)網金融的沖擊及傳統(tǒng)銀行業(yè)日趨激烈的競爭,使得國內各大商業(yè)銀行開始大力推廣手機銀行業(yè)務,搶占市場高地。然而,雖然國內各大商業(yè)銀行都將發(fā)展手機銀行作為一個重要的戰(zhàn)略選擇,但是相比龐大的手機用戶群和銀行客戶群,手機銀行的使用者要少的多。在此背景下,了解消費者對手機銀行使用意愿及其影響因素,對商業(yè)銀行發(fā)展手機銀行業(yè)務來講至關重要。本文主要研究新時期背景下手機銀行使用意愿的影響因素,旨在通過此次分析,一方面豐富國內該領域的研究,另一方面為商業(yè)銀行了解消費者訴求、制定更有效的營銷策略提供幫助。本文首先闡述了手機銀行的概念、所能提供的功能服務、在我國的發(fā)展狀況,然后系統(tǒng)的梳理了手機銀行接受領域的相關研究和技術接受領域的相關理論,將技術接受模型作為本文的理論基礎,整合消費者創(chuàng)新性和感知風險,構建了包括感知有用性、感知易用性、感知風險、消費者創(chuàng)新性、使用態(tài)度和使用意向6個變量在內的研究假設模型。通過現(xiàn)場問卷的方式,共收集有效數(shù)據201份。使用SPSS19.0和AMOS17.0數(shù)據分析軟件對數(shù)據進行了描述性統(tǒng)計分析、信度和效度檢驗,驗證了調查問卷的有有效性和可靠性。在此基礎上,利用AMOS17.0對假設模型進行了檢驗。數(shù)據分析結果表明,技術接受模型的核心框架在手機銀行情境下具有良好的解釋力,其中,感知有用性的影響最大,感知易用性對感知有用性和使用態(tài)度有直接正向的影響。消費者創(chuàng)新性直接顯著影響用戶的使用態(tài)度在本研究中沒有得到支持,消費者創(chuàng)新性通過影響感知有用性和感知易用性間接影響消費者對手機銀行的使用態(tài)度。除此之外,感知風險對使用態(tài)度有顯著負向的影響,感知風險越高,消費者的使用意向越低。在研究結論的基礎上,本文對商業(yè)銀行提高消費者手機銀行使用意愿提出了一些建議,如整合功能,提高手機銀行的實用性,簡化操作流程,提高安全性并加大宣傳力度,加強產品創(chuàng)新等。文章的最后說明了本研究的不足之處和未來的研究方向。
[Abstract]:With the rapid development of mobile Internet and the popularity of smart phones, mobile banking has entered a new period of rapid development. Domestic commercial banks began to vigorously promote mobile banking business, seize the high ground of the market. However, although the domestic commercial banks will develop mobile banking as an important strategic choice. However, compared with the large number of mobile phone users and bank customers, mobile banking users are much less. In this context, understand consumers' willingness to use mobile banking and its impact factors. It is very important for commercial banks to develop mobile banking business. This paper mainly studies the influencing factors of mobile banking willingness in the context of the new era, aiming to enrich the domestic research in this field through this analysis. On the other hand, it can help commercial banks to understand consumer demands and formulate more effective marketing strategies. Firstly, this paper describes the concept of mobile banking, the functional services that can be provided, and the development of mobile banking in China. Then it systematically combs the relevant research in the field of mobile banking acceptance and the related theory of technology acceptance, taking the technology acceptance model as the theoretical basis of this paper, integrating consumer innovation and perceived risk. A hypothetical model including perceived usefulness, perceived usability, perceived risk, consumer innovation, attitude to use and intention to use was constructed. A total of 201 valid data were collected. Descriptive statistical analysis, reliability and validity tests were carried out using SPSS19.0 and AMOS17.0 data analysis software. The validity and reliability of the questionnaire are verified. On this basis, the hypothesis model is tested by AMOS17.0. The core framework of the technology acceptance model has good explanatory power in the context of mobile banking, among which perceived usefulness has the greatest impact. Perceived usability has a direct positive impact on perceived usefulness and use attitudes. Consumer innovation has a direct and significant impact on users' use attitudes which are not supported in this study. Consumer innovation indirectly affects consumer attitudes towards mobile banking through influencing perceived usefulness and perceived usability. In addition perceived risk has a significant negative impact on use attitudes and the perceived risk is higher. On the basis of the conclusion of the study, this paper puts forward some suggestions for commercial banks to improve their willingness to use mobile phone banks, such as integrating functions to improve the practicability of mobile banking. Simplify the operation process, improve the safety and publicity, strengthen the product innovation. Finally, the article explains the shortcomings of this study and the future research direction.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2;F713.55

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本文編號：1409573