消费者网上银行业务使用意向的影响因素实证分析——以大学生消费者为例  

Empirical Analysis on Influencing Factors of Consumer Online Banking Adoption:A Case Study of the Consumer Groups of University Students

作　　者：陈鹏[1] 吴冠洲[1] 

机构地区：[1]咸宁学院经济与管理学院,咸宁437100

出　　处：《价值工程》2012年第14期179-181,共3页Value Engineering

基　　金：2011年湖北省统计科研计划项目(HB112-42)

摘　　要：本文以大学生消费者为例,结合网上银行特点对科技接受模型进行拓展,增加了感知风险这一研究因素,通过问卷调查和假设检验的方法对影响消费者网上银行使用意向的影响因素进行实证研究。研究结果表明,感知有用性、感知易用性和感知风险对网上银行业务的使用意向均有显著影响,其中感知有用性和感知风险对于大学生这一消费群体的网上银行业务选择影响最大,其次是感知易用性。The paper takes the consumer groups of university students as an example.Based on Technology Acceptance Model,the paper combines the characteristics of online banking,increases the perceived risk factors in this study and uses a questionnaire and empirical data to analyze influencing factors of consumer online banking adoption.Research results show that perceived usefulness,perceived ease of use and perceived risk have significant impacts on intentions to use online banking services,perceived usefulness and perceived risk have more impact on the consumer groups for university students online banking options than perceived ease of use.

关 键 词：网上银行 使用意向 科技接受模型 

分 类 号：TP39[自动化与计算机技术—计算机应用技术]