网上银行服务质量对再次使用行为的影响研究

The Influence of Perceived Service Quality on the Continued Interaction of Online Banking

为探讨消费者感知网上银行服务质量对其再次使用行为的影响,基于自助式服务质量评价模型和技术接受模型,构建了网上银行服务质量对再次使用行为影响的结构模型,并通过调查问卷获取消费者行为数据。研究表明,网上银行服务质量对用户再次使用行为有直接的显著正向影响;用户对网上银行的感知风险对再次使用行为有显著的负向影响;同时,网上银行服务质量可通过满意度对再次使用行为产生间接的显著正向影响。

Based on self-service quality evaluation model and the Technology Acceptance Model,this paper discusses the influence of perceived service quality of online banking on the continued interaction by empirically testing a comprehensive model,and obtain the date of consumer＇s behavior by questionnaire.The results show that perceived service quality has direct positive influence on consumer＇s continued interaction.Perceived risk has a negative impact on continued interaction.The study also found that via satisfaction,perceived service quality indirect impact on continued interaction.Furthermore,perceived Ease of use,Enjoyment and perceived Control are important predictors of perceived service quality.