信任对顾客采用网络银行的影响

被引：8

作者：

焦勇兵

吴晓云

机构：

[1] 南开大学商学院

来源：

金融论坛 | 2007年 / 12期

关键词：

网络银行; 科技接受模型; 信任; 采用意图;

D O I：

10.16529/j.cnki.11-4613/f.2007.12.007

中图分类号：

F830.4 [银行业务];

学科分类号：

摘要：

互联网技术给银行业带来了变革——网络银行已经成为银行业保留老顾客和获取新顾客的新兴服务渠道,同时,有关顾客采用网络银行的影响因素研究也越来越引起学者们的关注。最近有研究显示,信任在顾客的网络在线交易中起着重要的作用。但是,信任在顾客对网络银行采用中的角色之研究还未曾多见。本研究的重要意义在于:在具体的网络银行环境下,将信任作为一种社会建构引进科技接受模型,对顾客采用网络银行的影响因素进行理论探讨和实证检验,从而得出信任对顾客的网络银行采用意图有积极影响的重要结论。

引用

页码：52 / 59

页数：8

共 11 条

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