网上银行顾客感知价值对银行顾客资产的影响

The Impacts of Online Banking Customer's Perceived Value on the Customer Equity of Bank

本文引入顾客感知价值衡量消费者对网上银行的感知,将其分为功能价值、情感价值、社会价值、自我效能价值和感知利失五个维度,并建立结构方程模型考察它们对银行顾客资产(价值资产、品牌资产和关系资产)的影响。通过对360位网上银行用户进行问卷调查及分析发现,顾客对网上银行的情感价值、社会价值、自我效能价值这三个维度的感知与银行的品牌资产和关系资产之间具有显著的正向影响,感知利失对二者有显著的负向影响;关系资产是银行顾客资产最重要的驱动因素,商业银行应该通过提高顾客对网上银行的感知程度,来提升银行的顾客资产。

This paper uses customer perceived value to measure consumer's perception of online banking. The customer perceived values consists of functional value, emotional value, social value, egocentric self-efficacy value and perceived sacrifice. A structural equation model is constructed to analyze the influence of the customer perceived values on the customer equity of bank(value equity, brand equity and retention equity). Based on the questionnaire and analysis of 360 online banking customers,it is found that customer's perception of the emotional value, social value, egocentric self-efficacy value of bank has significant and positive impacts on the brand equity and retention equity of bank, and perceived sacrifice has significant and negative impacts; retention equity is the most important driving factor to influence the customer equity of bank. Commercial banks should improve customer's perception of online banking to increase customer equity.