整合TTF与UTAUT视角的移动银行用户采纳行为研究

Integrating TTF and UTAUT Perspectives to Explain Mobile Bank User Adoption Behavior

由于移动银行可以提供无处不在、实时的服务而得到众多传统银行的重视和推广,但调查报告显示用户对移动银行的采纳率相当低。整合任务/技术匹配理论和技术采纳与使用统一理论,构造移动银行用户采纳行为模型,分析影响用户采纳移动银行的因素。对收集的数据采用结构方程模型LISREL进行估算,研究结果显示,除努力期望外,绩效期望、任务/技术匹配度、社会影响和便利条件对用户采纳有显著作用,任务/技术匹配度显著影响绩效期望,而技术特征显著影响努力期望。因此,传统银行不仅要采取措施改进用户对移动银行的技术感知,还要根据用户的任务需求提供有针对性的服务,从而改进任务/技术匹配度,促进用户对移动银行的采纳。

Due to their advantages such as providing ubiquitous and real time services, mobile banks have been attached great importance and popularized by many traditional banks. However, a survey report shows that the rate of user acceptance of mobile bank services is much lower. Integrating task/technology fit and the unified theory of acceptance and usage of technology, this research proposes a mobile bank user adoption model and explores the factors affecting mobile bank user adoption. We analyzed data with structural equation modeling software LISERL. The results show that except effort expectancy, performance expectancy, task/technology fit, social influence and facilitating conditions had significant effect on user acceptance. In addition, we also found that the task/technology fit strongly affected performance expectancy and technology characteristics significantly affected effort expectancy. Thus traditional banks need to not only take measures to improve user perception towards mobile banks, but also provide appropriate services according to user task demand. Then the task/technology fit can be improved and user adoption can be promoted.