| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 93 === With the innovation and the booming development of information and communication technologies in recent years, the competitive environment that inside and outside the financial market develops rapidly. In the face of the keen competition of the domestic and international financier, and offering more better service to customers, every bank serve various kinds of on-line financial service one after another, and has established the Internet banking. They hope to improve the profit with the new marketing channel.
Retail banks can build mutually valuable relationships with customers through a trust-based collaboration process(Dayal et al., 1999). The particular case of electronic banking that lacks the physical presence of bank branch and a physical interaction between the bank personnel and the customer, render a unique environment, in which trust is of paramount importance. The study is on the basis of trust perspective and technology perspective, explore customers trust, perceived risk and the acceptance of information technologies to understand the behavior intention of adopting network bank. The proposed model emerging trust and perceived risk into Technology Acceptance Model(TAM), which is underpinned by Perceived Usefulness and Perceived Ease of Use. Furthermore, the study examine customer satisfaction, bank reputation and individual trusting intention in influencing customer trust in bank.
According by SEM, all the paths are significant except the path between perceived ease of use and adoption intention which is insignificant. The study also provides evidence that customer trust is influenced by customer satisfaction, bank reputation, and individual trusting intention. The strategies of strengthening trust, reducing perceived risk, and promoting use value can encourage customers to accept internet banking.
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