邁向柬埔寨採用手機移動銀行之整合模式：前置，中介，及結果

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/28304

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題名:	邁向柬埔寨採用手機移動銀行之整合模式：前置，中介，及結果
其他題名:	Toward an Integrative Model of Mobile Banking Adoption in Cambodia: Antecedents, Mediators, and Consequences
作者:	歐妮塔 NITA, OR
貢獻者:	企業管理學系管理科學碩博士班廖英凱;吳萬益 LIAO, YING-KAI;WU, WANN-YIH
關鍵詞:	採用行動銀行之知覺行為控制;外部影響;價值增加模式;科技接受模式;行動銀行;採用行動銀行之知覺風險 Perceived Behavioral Control;External Influence;VAM;TAM;Mobile Banking;Perceived Risk Toward Using Mobile Banking
日期:	2020
上傳時間:	2022-05-17 14:34:25 (UTC+8)
摘要:	本研究旨在從科技接受模式(TAM)及價值增加模式(VAM)驗證影響柬甫寨消費者對採用行動銀行的重要因素。本研究首先就行動銀行採用行為來整合外部影響因素，如：口碑、信任、社會影響及社會規範。其次，著重在TAM理論所出的知覺有用及知覺易用，此二要素對於消費者採用行動銀行的態度及知覺價值有直接影響。第三，從VAM角度探討知覺犧牲中的知覺費用及技術如何影響知覺價值。第四，著重在知覺價值如何影響使用行動銀行之態度。最後，驗證外部利益、知覺利益、知覺價值、採用態度及採用行為之間的關係。二個干擾因子為知覺行為控制及知覺風險也進一步探討。本研究分為2階段進行：第1;階段日一卜人利用網路問卷對60位行動銀行使用者及非使用者進行前測調查；第2階段蒐集了253份網路問卷。假設檢定採用SPSS及PLS進行。實證結果顥示本研究所提出之假設獲得支持，也再次確認這些因素是影響甫寨消費者對採用行動銀行的重要因素。本研究之結果可做為在採用新科技時之理論基礎，並提出了實證結果。此一結果對學術界及實務界都有相當參考之價值。　　This study tried to identify the crucial components for consumers' adoption of mobile banking in Cambodia by integrating the theory of Technology Acceptance Model (TAM) and Value-based Adoption Model (VAM). The purposes of this study firstly investigate the external influential elements such as word-of-mouth; trust; social influences and social norms for mobile banking adoption. Secondly, focus on TAM aspects such as perceived usefulness and perceived ease of use. These two parts of elements directly influence on attitude toward mobile banking and perceived value. Thirdly, focus on how VAM aspects of perceived sacrifice dimensions such as technicality and perceived fee which influence on perceived value. Fourthly, focus on how perceived value influence on attitude toward mobile banking. Moreover, to observe the relationships between external influence, perceived ease of use, perceived usefulness, perceived sacrifice, perceived benefit, perceived value, attitude toward mobile banking, and intention toward mobile banking in Cambodia. Two moderators: Perceived behavioral control, perceived risk toward using mobile banking are selected to investigate their moderating effects. The study was carried out in two stages: (1) In the qualitative study, 60 respondents from banking users and nonusers through online survey. (2) In the quantitative study, 253 data were collected from Cambodia consumers by online surveys. The testing hypotheses in this study were used SPSS 23.0 software and the Partial Least Squares (PLS) software. This study outcome supported our hypotheses to confirm those important factors affecting consumers' adoption of mobile banking. This study's result has provided a theoretical foundation for new technology adoption and also provided empirical evidence to enhance mobile banking. These results are not only practical for professionals but also helpful for academics to investigate influential variables for mobile banking.
顯示於類別:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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