银行客户服务渠道选择影响因素的实证研究  

Empirical Study of Influencing Factors on Bank Consumers Service Channels Selection

作　　者：王全胜[1] 陈传明[1] 韩顺平[1] 

机构地区：[1]南京大学管理学院,副教授南京210093

出　　处：《南京社会科学》2010年第7期26-31,共6页Nanjing Journal of Social Sciences

基　　金：国家自然科学基金项目“两阶段购物过程的消费者渠道选择行为实证研究”(70772035)的阶段性研究成果

摘　　要：随着信息技术和因特网应用的日益普及,可供用户选择的银行服务渠道也演变成传统银行、网上银行和ATM自助服务等多种形式共存。现有研究已经识别出了影响用户服务渠道选择的关键因素,但却忽视了银行业务复杂度在其中所起到的作用。本文利用多元Logistic回归实证研究了关键渠道属性对客户银行服务渠道选择行为的影响,并重点分析了任务类型在其中所起到的作用。实证结果证实渠道的便利性、风险和成本都显著影响了银行客户的服务渠道选择行为,研究还发现用户面对复杂性业务时会倾向于选择传统银行,而且银行业务复杂度会增强风险对客户选择网上银行或ATM的影响,但会削弱成本对客户选择ATM的影响。With the rapid development of IT and intemet applications, banking service channels have developed into traditional bank, online bank and ATM for servicing consumers. Some key factors influencing consumers＇ channels selection have been identified, but the role of banking service complexity has not been explored. This paper empirically studies the impacts of critical channel factors on consumer selection of banking channels with Multinomial I.ogistic Regression, and emphatically analyzes the role of service complexity. The finding shows that convenience, risk and cost significantly influence the consum- ers＇ channels selection, furthemnore, consumer would like to select traditional bank when facing more complex services, and the banking services complexity enhances the effect of risk on consumers＇ online bank or ATM channel selection, but weaken the impact of cost on consumers＇ ATM selection.

关 键 词：银行渠道选择 便利性 时间精力成本 风险 多元LOGISTIC回归 

分 类 号：F830.49[经济管理—金融学]