基于SOR框架下移动银行采用意愿之实证研究

An Empirical Investigation of Mobile Banking Adoption Intention Based on the SOR Framework

信息技术的进步改变了金融服务的提供和使用方式。移动银行作为一种创新金融服务在当下日益突出,它能够在改善实体客户业务体验的同时简化银行的运营及成本。因此,对于移动银行服务提供商来说,促进用户创新的采用是一个至关重要的议题。虽然之前已有研究探索了用户对移动银行的采用,但与以往研究不同,本研究主要致力于探究在外部环境因素如何对个人内部状态产生影响从而促进个体出现移动银行采用意向的过程。本研究采用“刺激–机体–反应(Stimuli-Organism-Response, SOR)”框架作为研究模型,并纳入游戏化、媒体丰富度、积极情绪与亲密度四个概念,以探究影响移动银行服务的采用因素,以及各因素之间存在的中介效应。研究结果表明,除媒体丰富度并不能显著影响用户与移动银行之间的亲密度以外,其他假设均为显著,且积极情绪和亲密度作为中介因素能够增强游戏化与移动银行的采用意向之间的关系。研究結果弥补了现阶段移动银行采用文献的空缺,并为移动银行的开发和供应商提供了有用的见解。

Advances in information technology have changed the way in which financial services are provided and used. As an innovative financial service, mobile banking is increasingly becoming prominent. It can reduce a bank’s operational cost and improve customers’ experiences. Therefore, promoting user adoption of mobile banking service is a vital issue for banks. Although previous studies have explored users’ intent to adopt mobile banking, this study is different from these studies;our aim is to investigate how external environmental factors affect individuals’ internal states to adopt mobile banking. In this study, the Stimulus-Organism-Response (SOR) framework is adopted as a theoretical basis to explore the four constructs of gamification, media richness, positive affect and intimacy influencing the adoption of mobile banking, as well as investigate the mediating effects among the aforementioned constructs. The results show that except media richness has an insignificant impact on intimacy, other hypotheses are significant. Besides, both positive affect and intimacy as mediators can enhance the relationship between gamification and mobile banking adoption intention. These findings fill the gap of mobile banking adoption literature and provide useful insights for the development and suppliers of mobile banking.