基于网银用户使用特征的行为习惯形成机理研究

An Empirical Study of Habit Developing Mechanism Based on Behavioral Performance of E-bank User

我国的网上银行在经历了最初的大量招募使用者之后,银行的管理者们现在更重视网上银行用户如何能形成使用本企业网上银行的习惯。而在现有研究中,学者们普遍关注的是消费者有意识、有认知的情况下产生的忠诚行为,缺少对无意识的习惯行为的研究。本研究则从网上银行用户的使用行为特征出发,探查从使用行为特征到行为习惯的作用机制。研究以心理学中习惯形成的理论过程为基础,解释了行为特征通过激活域和依赖对习惯形成的作用机制。通过在网上银行用户中实施问卷调查得到的数据对提出的模型进行检验,研究结果表明:使用频率通过对激活域的负向影响进而影响习惯的形成;使用频率和使用多样性通过正向影响依赖的两个维度—重要性和不可替代性进而影响习惯的形成。研究成果在理论上将忠诚的研究从有意识的认知行为拓展到无意识的习惯性行为,同时对企业通过消费者的使用行为特征培养习惯性购买具有一定的指导意义。

After enrolling adopters in the first development stage of online banking, bank managers focus on how to develop habitual online banking usage for users. In the marketing field, researchers are always exploring loyalty from conscious and cognitive perspectives. There are few papers about the habitual behavior. In the Management Information System （MIS） field, many papers research the continuous usage or adoption of online banking, and its antecedents are conscious and cognitive factors based on attitude-related theories, such as TRA. These antecedents include perceived usefulness, perceived easy use, perceived control, etc. All these factors are related to users＇ subjective perception and evaluation. In fact, unconscious repeat behaviors such as habitual behaviors happen autonomously every day. Many researches in the psychological field state that habit affects people＇s future behavior. This study tries to investigate how to develop the habitual usage of online bank users, and how to judge the habit based on the past usage performance. This paper aims to explore the mechanism of the effect of usage performance on habit based on the development process of habit in the psychology field by starting with the character of usage behavior of online bank users. The authors explain theoretically that behavioral performance can affect habit by mediator variables, such as evoke set and dependence. Furthermore, habit can be divided into goal-directed habit and non goal-directed habit. Dependent factors include importance and irreplaceability. Usage behavior covers use frequency and variety of use. In addition, this research shows that a relationship between related variables exists. The questionnaire survey was used to complete the empirical part of this research. All proposed hypotheses were tested by the collected data in the survey. The questionnaire was distributed by both online and offtine methods. A printed survey is distributed to users banking in Dalian. Online survey was conducted via QQ, MSN and email. A total of 468 questionnaires were received and 353 valid data were used for data analysis. The authors test the reliability and validity of the collected data. The results show that all the variables in this research have high reliability and validity. The test for the hypotheses and model states that use frequency affects habit by the mediator： evoke set. Specifically, use frequency has negative effect on evoke set, and evoke set has negative effect on goal-directed habit. Use frequency and variety affect habit by the two dimensions of dependence： importance and irreplaceability. Specifically, use frequency and variety have positive effect on importance and irreplaceability. Importance and irreplaceability have positive effect on goal-directed habit and non goal-directed habit. Ten of the proposed eleven hypotheses are confirmed in this paper. This paper extends the current loyally study from conscious and cognitive perspectives by introducing unconscious and automatic habitual behaviors. This paper uses evoke set and dependence as mediators to confirm the mechanism of the effect of usage performance on habit in the online banking industry instead of the direct effects. Furthermore, behavior performance rather than the attitude variable is used as the antecedent of future behavior. All these results not only expand the academic research but also help online banks and other firms apply the self-service technology in developing habitual behaviors of users.