知覺風險對消費者使用行動銀行意願之研究

Abstract

行動銀行為智慧型行動裝置之應用程式(App)，整合了行動通訊技術和設備提供消費者操作銀行業務，因此行動銀行較為彈性，消費者可以不受時空限制來進行銀行交易。隨著科技及數位金融政策的前進，行動銀行的使用需求會越來越高，然而現今的使用率仍然不高。過去學者曾探討過消費者的知覺風險對網路銀行的使用意願與消費者對行動銀行的認識，卻較少討論知覺風險對使用行動銀行的意願，故本研究將以此為研究主題。

本研究以科技接受模式(TAM)為基礎，在文獻回顧後採用知覺風險中的績效風險、財務風險與安全風險，以及自我效能與相容性作為外生變數，使用網路問卷進行調查，並利用結構方程模型(SEM)來驗證研究假說。

本研究結果發現了科技接受模式能夠有效解釋消費者對行動銀行的使用意願，並驗證出在行動銀行中，自我效能對知覺易用有顯著影響；安全風險及相容性對行動銀行的使用態度及意願有顯著影響，而績效風險和財務風險則無顯著影響。

Mobile banking is an application (App) for smart mobile device, which integrates mobile communication technology and device to offer banking services. Thus, mobile banking is more flexible. Consumers can use banking services without limitation of time and space. Along with the development of technology and government policies, the demand of mobile banking will increase gradually, however, it is still not popular with consumers. Previous researches have discussed about the influence of perceived risk to online banking as well as consumers’ cognition toward mobile banking, but only few researches discussed about the influence of perceived risk to mobile banking. Therefore, this study intends to discuss about this topic.

This study is based on technology acceptance model (TAM).After reviewing literature, this study adopts three aspects of perceived risk –– performance risk, financial risk and security risk, as well as self-efficacy and compatibility as exogenous variables. After collecting the data with questionnaires through internet, this study uses structural equation model (SEM) to verify the hypothesis.

The result of this study finds out that TAM can explain customers’ intention to mobile banking. Self-efficacy influences the ease of use significantly; security risk and compatibility influence attitude and intention behavior to mobile banking significantly, while performance risk and financial risk do not.