基于网银用户使用特征的行为习惯形成机理研究  

An Empirical Study of Habit Developing Mechanism Based on Behavioral Performance of E-bank User

作　　者：金玉芳[1] 朱明涛[1] 

机构地区：[1]大连理工大学工商管理学院,辽宁大连116023

出　　处：《管理工程学报》2016年第1期124-132,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71002079)

摘　　要：我国的网上银行在经历了最初的大量招募使用者之后,银行的管理者们现在更重视网上银行用户如何能形成使用本企业网上银行的习惯。而在现有研究中,学者们普遍关注的是消费者有意识、有认知的情况下产生的忠诚行为,缺少对无意识的习惯行为的研究。本研究则从网上银行用户的使用行为特征出发,探查从使用行为特征到行为习惯的作用机制。研究以心理学中习惯形成的理论过程为基础,解释了行为特征通过激活域和依赖对习惯形成的作用机制。通过在网上银行用户中实施问卷调查得到的数据对提出的模型进行检验,研究结果表明:使用频率通过对激活域的负向影响进而影响习惯的形成;使用频率和使用多样性通过正向影响依赖的两个维度—重要性和不可替代性进而影响习惯的形成。研究成果在理论上将忠诚的研究从有意识的认知行为拓展到无意识的习惯性行为,同时对企业通过消费者的使用行为特征培养习惯性购买具有一定的指导意义。After enrolling adopters in the first development stage of online banking, bank managers focus on how to develop habitual online banking usage for users. In the marketing field, researchers are always exploring loyalty from conscious and cognitive perspectives. There are few papers about the habitual behavior. In the Management Information System （MIS） field, many papers research the continuous usage or adoption of online banking, and its antecedents are conscious and cognitive factors based on attitude-related theories, such as TRA. These antecedents include perceived usefulness, perceived easy use, perceived control, etc. All these factors are related to users＇ subjective perception and evaluation. In fact, unconscious repeat behaviors such as habitual behaviors happen autonomously every day. Many researches in the psychological field state that habit affects people＇s future behavior. This study tries to investigate how to develop the habitual usage of online bank users, and how to judge the habit based on the past usage performance. This paper aims to explore the mechanism of the effect of usage performance on habit based on the development process of habit in the psychology field by starting with the character of usage behavior of online bank users. The authors explain theoretically that behavioral performance can affect habit by mediator variables, such as evoke set and dependence. Furthermore, habit can be divided into goal-directed habit and non goal-directed habit. Dependent factors include importance and irreplaceability. Usage behavior covers use frequency and variety of use. In addition, this research shows that a relationship between related variables exists. The questionnaire survey was used to complete the empirical part of this research. All proposed hypotheses were tested by the collected data in the survey. The questionnaire was distributed by both online and offtine methods. A printed survey is distributed to users banking in Dalian. Online survey was conducted via QQ, MSN and email. A

关 键 词：使用特征 习惯 激活域 依赖 网上银行 

分 类 号：C912[经济管理]