不同群体网上银行使用意向影响因素的比较研究

Comparative Study on the Antecedents of Internet Banking Adoption among Different Groups in China

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。

A research framework was developed based on the Technology Acceptance Model（TAM）.Perceived risk and trust in electronic channel were introduced into TAM for the characteristics of Internet banking.Bank customers were divided into four groups： incumbents,students,users and potential users.Structural Equation Modeling is employed to empirically identify factors that influence different groups＇ adoption of Internet Banking.The result reveals that there are some differences in the factors that influence the intention to adopt Internet Banking among the groups.However,trust in electronic channel has the most significant effect on the intention to adopt in all the four groups.