不同群体网上银行使用意向影响因素的比较研究

被引:74
作者
邵兵家 [1 ]
杨霖华 [2 ]
机构
[1] 重庆大学经济与工商管理学院
[2] 重庆教育学院工商管理系
基金
中国博士后科学基金;
关键词
网上银行; 使用意向; 科技接受模型; 感知风险; 信任; 实证研究;
D O I
暂无
中图分类号
F832.2 [银行制度与业务];
学科分类号
020219 [财政学(含:税收学)];
摘要
以科技接受模型为主要理论基础,结合网上银行的特点,将感知风险和对电子渠道的信任因素同时引入模型,把网上银行个人客户分为在职、学生、使用者和潜在使用者四个群体,采用结构方程模型方法对影响我国不同群体网上银行使用意向的因素进行了实证比较研究。研究表明,不同群体网上银行使用意向的影响因素存在差异,但各个群体中对电子渠道的信任因子对使用意向的总效应均明显高与其它因子。
引用
收藏
页码:86 / 92
页数:7
相关论文
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