本文選題：網(wǎng)上銀行 + 使用意愿�。� 參考：《山東大學》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展和普及,網(wǎng)上銀行業(yè)務(wù)得到了迅速地發(fā)展,打破了時間和空間的限制,以其巨大的服務(wù)優(yōu)勢和創(chuàng)新優(yōu)勢成為銀行業(yè)的重要競爭領(lǐng)域和效益增長點,深刻地影響和改變著人們的工作生活方式。當前DY銀行個人網(wǎng)上銀行業(yè)務(wù)的用戶規(guī)模有限,已有用戶活躍度和黏性不高,網(wǎng)上銀行產(chǎn)品質(zhì)量和服務(wù)水平較低,整體競爭力不強。為了拓展業(yè)務(wù)空間,推動網(wǎng)上銀行業(yè)務(wù)的發(fā)展,須深入地研究個人網(wǎng)上銀行使用意愿的影響因素,這對DY銀行網(wǎng)上銀行業(yè)務(wù)的持續(xù)健康發(fā)展具有非常重要的作用。本文對DY銀行個人網(wǎng)上銀行使用意愿影響因素進行研究,在對國內(nèi)外相關(guān)理論和文獻進行梳理和回顧的基礎(chǔ)上,結(jié)合DY銀行網(wǎng)上銀行存在的問題和不足,借助UTAUT模型和SPSS統(tǒng)計分析軟件對DY銀行個人網(wǎng)上銀行使用意愿影響因素進行實證研究,得出的結(jié)論是：績效期望、努力期望、社會影響和企業(yè)形象等因素對個人網(wǎng)上銀行使用意愿有正向影響,感知風險對使用意愿有負向影響,促進因素對使用意愿沒有明顯影響,同時性別、年齡、經(jīng)驗會對使用意愿產(chǎn)生調(diào)節(jié)作用。最后對研究結(jié)果進行了總結(jié)并提出了增強個人網(wǎng)上銀行使用意愿的合理化建議。本文的創(chuàng)新之處在于借助整合技術(shù)接受模型(UTAUT)和感知風險理論,創(chuàng)建了個人網(wǎng)上銀行使用意愿影響因素的理論模型,對網(wǎng)上銀行及非網(wǎng)上銀行用戶進行調(diào)查,能多角度、全方位地了解網(wǎng)上銀行使用意愿的影響因素。
[Abstract]:With the development and popularization of Internet technology, the online banking business has been developed rapidly, which breaks the limitation of time and space, and becomes an important competitive field and benefit growth point of banking industry with its huge service advantage and innovation advantage. Deeply influence and change people's work and life style. At present, the scale of DY bank's personal online banking business is limited, the user's activity and viscosity are not high, the product quality and service level is low, and the overall competitiveness is not strong. In order to expand the business space and promote the development of the online banking business, it is necessary to deeply study the influencing factors of the personal online banking intention, which plays an important role in the sustained and healthy development of the DY bank's online banking business. This paper studies the influencing factors of DY bank's personal online banking intention, combs and reviews the relevant theories and literatures at home and abroad, and combines the problems and shortcomings of DY bank's online banking. With the help of UTAUT model and SPSS statistical analysis software, this paper makes an empirical study on the influencing factors of DY bank's personal online bank's willingness to use. The conclusions are: performance expectation, effort expectation, and so on. Factors such as social influence and corporate image have a positive effect on personal online bank use intention, perceived risk has a negative impact on use intention, and promotion factors have no significant influence on use intention, while gender, age, etc. Experience has a moderating effect on the willingness to use. Finally, the paper summarizes the research results and puts forward some reasonable suggestions to enhance the willingness of personal online banking. The innovation of this paper is that with the help of integrated technology acceptance model (UTAUTT) and the theory of perceived risk, a theoretical model of influencing factors of personal online bank's willingness to use is established, and the users of online bank and non-online bank can be investigated from many angles. Understand the influence factors of the intention to use the internet bank in all directions.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F832.2

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本文編號：1967785