發(fā)布時(shí)間：2018-04-26 11:39

  本文選題：網(wǎng)上銀行 + 技術(shù)接受模型　； 參考：《遼寧大學(xué)》2013年碩士論文

【摘要】：隨著電子信息技術(shù)的迅猛發(fā)展及其在金融領(lǐng)域的滲透，網(wǎng)上銀行隨之誕生。網(wǎng)上銀行憑借其實(shí)時(shí)、方便、快捷、高效、低成本和功能豐富的優(yōu)勢(shì)而受到越來越多客戶的支持促使網(wǎng)上銀行業(yè)務(wù)大幅攀升并日漸深入老百姓的日常生活中。近年來，我國(guó)網(wǎng)上銀行呈階躍式發(fā)展，相關(guān)人士預(yù)計(jì)在十二個(gè)五年計(jì)劃期間我國(guó)網(wǎng)上銀行仍將保持平穩(wěn)發(fā)展態(tài)勢(shì)。但是，相對(duì)于目前我國(guó)整體銀行業(yè)務(wù)而言，網(wǎng)上銀行業(yè)務(wù)交易金額所占比例仍較��；與國(guó)外相比，國(guó)內(nèi)網(wǎng)上銀行發(fā)展過程中存在許多問題如獨(dú)立的運(yùn)營(yíng)模式、單一的發(fā)展主體、低層次的服務(wù)功能、安全技術(shù)問題突出、信用機(jī)制不成熟等嚴(yán)重阻礙了網(wǎng)上銀行發(fā)展?jié)摿Φ倪M(jìn)一步發(fā)揮。同時(shí)對(duì)于商業(yè)銀行而言，大力發(fā)展網(wǎng)上銀行將促使其品牌競(jìng)爭(zhēng)力乃至綜合實(shí)力的提升。加之網(wǎng)上銀行業(yè)務(wù)發(fā)展直接取決于網(wǎng)上銀行使用意愿程度，所以，對(duì)于網(wǎng)上銀行使用意愿影響因素的實(shí)證研究將有利于整體銀行業(yè)的發(fā)展。 本文首先回顧了國(guó)內(nèi)外學(xué)者關(guān)于網(wǎng)上銀行發(fā)展影響因素的研究成果，接著分析了中國(guó)網(wǎng)上銀行的發(fā)展現(xiàn)狀及特點(diǎn)，指出目前我國(guó)網(wǎng)上銀行發(fā)展存在的問題及影響我國(guó)網(wǎng)上銀行使用意愿的影響因素。然后，通過發(fā)布問卷調(diào)查的形式，了解目前我國(guó)網(wǎng)上銀行的使用情況，并根據(jù)學(xué)者們關(guān)于影響網(wǎng)上銀行意愿因素的研究，選取了獨(dú)立變量（感知有用性、感知易用性、感知風(fēng)險(xiǎn)、自我效能、政府支持、技術(shù)支持）、中介變數(shù)（態(tài)度、主觀規(guī)范、感知行為控制）這九個(gè)因素，使用一個(gè)整合技術(shù)接受模型（TAM）和計(jì)劃行為理論（TPB）的模型研究其與網(wǎng)上銀行使用意愿之間的關(guān)系。最后得出用戶在使用網(wǎng)上銀行時(shí)，，最看重的因素是感知行為控制，其次是網(wǎng)上銀行使用態(tài)度因素，銀行要在這些方面加大服務(wù)力度。 最后，本文將根據(jù)我國(guó)的實(shí)際情況及實(shí)證研究結(jié)果，提出推動(dòng)我國(guó)網(wǎng)上銀行進(jìn)一步發(fā)展的相關(guān)政策建議。
[Abstract]:With the rapid development of electronic information technology and its penetration in the financial field, online banking was born. With its advantages of real-time, convenience, speed, efficiency, low cost and rich functions, online banking is supported by more and more customers. In recent years, China's Internet banking has developed step by step, and the related personages expect to maintain a steady development trend during the twelve five-year plan period. However, compared with the whole banking business in China, the proportion of online banking transactions is still relatively small. Compared with foreign countries, there are many problems in the development of domestic online banking, such as independent operation model, single development subject. The low level service function, the outstanding security technical problems and the immature credit mechanism have seriously hindered the further development potential of the internet bank. At the same time, for commercial banks, the development of online banking will promote its brand competitiveness and even the promotion of comprehensive strength. In addition, the development of online banking business directly depends on the degree of willingness to use online banking, so the empirical study on the factors affecting the willingness to use online banking will be conducive to the development of the banking industry as a whole. This paper first reviews the research results of domestic and foreign scholars on the factors affecting the development of online banking, and then analyzes the current situation and characteristics of the development of Chinese online banking. This paper points out the problems existing in the development of online banking in China and the factors affecting the willingness to use it. Then, through the form of questionnaire, to understand the current situation of the use of online banking in China, and based on the scholars' research on the factors that affect the willingness of online banking, we select the independent variables (perceived usefulness, perceived ease of use). Perceived risk, self-efficacy, government support, technical support, intermediary variables (attitude, subjective norms, perceived behavior control) are nine factors, Using an integrated technology acceptance model (TAM) and a planning behavior theory (TPB) model, the relationship between the model and the willingness to use Internet banking is studied. Finally, when users use online banking, the most important factor is perceived behavior control, followed by the use of Internet banking attitude factors, banks should increase service in these areas. Finally, according to the actual situation of our country and the results of empirical research, this paper puts forward some relevant policy suggestions to promote the further development of China's Internet banking.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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