消费者对银行信息行为的信任研究

Consumer Trust in Bank Information Practice

通过对中国银行产品消费者调查收集的数据来验证影响消费者对银行信息行为信任的因素。结果发现,消费者的信任信念和隐私声明信任会显著地影响其对银行信息行为的信任;而消费者的整体隐私关注越强,其对银行信息行为的信任越弱,但是消费者的整体隐私关注对其隐私声明信任的影响不显著,表明消费者的整体隐私关注直接影响消费者对银行信息行为的信任。

This uses survey data from Chinese consumers to examine the factors＇ influences on consumer trust in bank information practices. Results show that trusting beliefs and trust of privacy notice have significant positive impactions on consumer trust in bank information practices but consumers＇ global privacy concerns exert a negative influence on it. In additional, consumers＇ global privacy concerns don＇ t influence their trust of privacy notice significantly and this indicates that consumers＇ global privacy concerns influence their trust in bank information practices directly.