标题: | 越南行动手机银行之采用影响因素的探讨 Influencing factors on adoption of Mobile banking in Vietnam |
作者: | 杜氏庄 Do, Thi- Trang 唐璎璋 Tang, Yingchan Edwin 企业管理硕士学程 |
关键字: | 移动银行;TAM模型;个人创新;越南;Mobile banking;TAM model;Personal Innovativeness;Vietnam |
公开日期: | 2010 |
摘要: | 虽然手机银行从2003年就在越南市场推出,但是根据银行业报告,手机银行的使用比例在行动手机用户中比例仍然非常低,潜在用户不接受使用这项服务,尽管的可用性。因此,本研究的目标是探讨关键因素影响到用户对于行动手机银行的接受度。本研究应用科技结接受模型(TAM), 已普遍用来预测个人是否会接受并主动利用资讯科技,专注于两个重要因素:感知的易用性和感知的有用性。支持文献,研究延长 TAM通过添加更多的因素:感知风险,创新的条件和个人创新,预计将有显着影响到在越南采用移动银行。 收集的数据来自 159受访者对越南进行了测试扩展 TAM,采用 SPSS软件。结果强烈支持所有的假设针对用户的打算使用手机银行,并表示在从打算到实际上是用途径中个人创由非常重要的作用。 这项研究还建议银行和移动网络供应商利用在越南的营销传播工具,以鼓励个人创新的因素来提高实际应用率的移动银行服务。 Although mobile banking has been introduced in Vietnam market since 2003, reports on mobile banking service in Vietnam show that the percentage of mobile banking user among mobile subscriptions is still very low and potential user may not be using this service, despite their availability. Thus, the objective of this research is to identify the factors determining Vietnamese users’ acceptance of mobile banking. This study applied Technology Acceptance Model (TAM), which has been considerably used to predict whether an individual will accept and voluntarily use information technology, with focus on two important factors: perceived ease of use and perceived usefulness. Supported by literature review, the study extended TAM by adding more factors: perceived risks, facilitating condition and personal innovativeness in technology which are predicted to have noticeable impact on mobile- banking adoption in Vietnam. Data collected from 159 respondents in Vietnam were tested against the extended TAM, using SPSS software. The result strongly supported all the hypotheses in predicting users’ intention to adopt mobile banking and indicated important role of personal innovativeness in technology in turning users’ intention to actual usage. The study also suggested bankers and mobile network providers in Vietnam utilizing marketing communication tools to encourage personal innovativeness factor in order to increase the actual adoption rate of mobile banking. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079888527 http://hdl.handle.net/11536/48932 |
显示于类别: | Thesis |
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