The study of motivation and cognition of internet bank customers

• Main Authors: Chuang Hsiu Ling, 莊秀鈴
• Other Authors: Lee Tian Shyug
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/29518025718787081826

碩士 === 輔仁大學 === 管理學研究所 === 89 === The waves of revolutionary changed caused by e-commerce is hitting banks and other commercial enterprises. The internet plays a key role in business transactions and hence the emergence of internet bank is the product responding to this trend. The purpose of this research is to understand the customer behavior and cognition of internet bank users. The research focuses on the internet users in Taiwan. Sampling data are collected through internet surveys on the web site. This research finding indicates that the most and the least commonly used channels in exercising financial transactions are ATM and internet bank respectively. More than thirty percent of the sample has used the internet bank services. The majority of them are very familiar with internet and they are most concerned about the security of internet bank. Tradition oriented, plan oriented and action oriented are three factors of customer lifestyle while negative and positive image are two factors affecting the cognition of internet bank customers. The results of cluster analysis can divide the customers into three groups and different groups have different cognition about internet bank. The research results recommends banks should try to provide services from both traditional bank sites and internet banks, strive to diversify the service features of the web site, emphasize the security of internet transaction and focus on customer relationship management. And customers should pay more attention in strengthening his or her personal security management and exercise financial transactions through multiple channels. Finally government should have suitable regulations for the future developments of internet bank.