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尽管存在完善的技术与基础设施、庞大的潜在用户群体,以及宽松的产业政策环境,但是目前的移动银行占整个电子银行市场的份额还很小,网上银行仍然是人们接受金融服务最主要的方式,公众接受度不高是其占市场份额小主要原因。本文整合计划行为理论和自我一致性理论对消费者移动银行使用意愿进行研究。通过对144份问卷数据的分析表明,态度和感知行为控制均显著正向影响移动银行使用意愿,主观规范对使用意愿影响不显著。功能特征因素和形象特征因素在不同程度上影响消费者对移动银行的使用态度,其中真实自我一致性、理想自我一致性和感知有用性显著正向影响态度,感知易用性和感知可信度对态度影响不显著。外群体影响是主观规范的主要影响因素。自我效能和支持条件均显著影响感知行为控制。
Despite the existence of sound technology and infrastructure, a large potential user base, and a relaxed industrial policy environment, the current share of mobile banking in the entire e-banking market is still small. Online banking remains the most important way for people to accept financial services , The public is not high acceptance of its small market share is the main reason. This article integrates the planned behavior theory and the self-consistency theory to study the willingness of consumers to use mobile banking. Through the analysis of 144 questionnaires data, attitude and perceived behavioral control both positively affect the willingness of mobile banks to use, and the subjective norms have no significant effect on their intention to use. The functional and image characteristics affect consumers’ attitudes toward mobile banking to varying degrees. Among them, true self-consistency, ideal self-consistency and perceived usefulness have significant positive impact on attitudes, perceived ease of use and perceived credibility The attitude has no significant effect. The impact of external groups is the main influence of subjective norms. Self-efficacy and supportive conditions significantly affect perceptual behavior control.