网上银行服务的用户采纳意愿研究  

Empirical Study on Individual Adoption Intention on Online Banking Service

作　　者：崔睿[1] 李琪[1] 李转转[2] 

机构地区：[1]西安交通大学经济与金融学院,西安710061 [2]交通银行股份有限公司陕西省分行,西安710000

出　　处：《经济问题》2011年第12期101-105,共5页On Economic Problems

基　　金：国家自然科学基金重大项目"新兴电子商务重大基础问题与关键技术研究"(70890080)的子项目"新兴电子商务参与者行为规律研究"(70890081)

摘　　要：随着互联网的普及,以信息技术改造传统银行业务和开展网上银行服务已成为银行业发展的必然趋势。整合技术接受模型与任务-技术匹配模型,构建了我国个人网上银行服务的采纳模型,并采用结构方程模型方法对影响我国个人用户采纳网上银行服务的因素进行了实证研究。研究结果表明,任务-技术匹配通过感知有用性和感知易用性正向显著影响个人用户对网上银行服务的使用意愿;感知有用性正向影响使用意愿的作用大于感知易用性;而感知风险与结构保证对使用意愿的影响不显著。With the popularity of Internet, online banking services have become the trends of banking industry. This paper integrates technology acceptance model with task -technology fit model to construct the individual adoption model of online banking service, and uses structural equation modeling to analysis the factors influencing the individual adoption of online banking service. The result shows that task - technology positively impact on individual willingness to use online banking service through perceived usefulness and perceived ease of use, and the role of perceived usefulness that positively affecting behavioral intention is stronger that of perceived ease of use. The role of perceived risk and structural assurances on behavioral intention is not significant.

关 键 词：网上银行 采纳模型 使用意愿 

分 类 号：F832.33[经济管理—金融学]