消费者对互联网银行的可接受度问题研究

Research on Consumer Acceptability of Internet Banking

互联网银行能否取得成功很大程度上取决于消费者对其的接受程度。西方互联网银行的发展早于中国,所以对其研究也早于中国,但这些早期研究对中国仍有启发意义。本文在借鉴西方学者研究基础上,综述了研究消费者是否接受互联网银行的相关理论,分析了影响消费者对互联网银行可接受度的相关因素,并着重从消费者的风险感知视角研究了影响消费者接受互联网银行的风险,最后就如何发展中国互联网银行提出了政策建议。

The success of internet banking to a large degree depends on whether consumers accept it. Internet banking was researched earlier in western countries than in China,but the research still has some enlightenment on China＇s development of internet bank. Based on the research of foreign scholars,this paper summarizes the relevant theories about whether consumers accept internet banking,reviews the determinant factors that impacts consumer＇s adoption of internet banking. Finally this paper uses the concept of ＂risk perception＂to analyze the risk that consumers face while using internet banking and gives policy implications.