| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Since 2005, Web ATM started to promote actively, and it comes to a dead heat market for the bank industry now. One after another, the majority of banks jointed the war, and the trend increased the number of Web ATM’s transferring trades from 62,000 times per month at the beginning of 2005 to 635,000 times on Dec.2005. Obviously, the growth potential or this market is astonishing.
At present, the financing internet platform which people comparatively know well is “Internet Bank”, however, the security concerned and the social negative news lower the confidence of the consumers on it. Therefore, Web ATM can be another choice to apply. Actually, although Web ATM and the internet bank are both opening information systems which are constructed in the network environment, the risk of trade of Web ATM is much smaller than that of the internet bank. The reason is that consumers should use the IC card ‘s encryption function and the card reader synchronally. Web ATM solutes kinds of payment’s questions easily and quickly, and also saves the time for looking for the entity ATM machine.
Few articles put emphasis on the topic of Web ATM, except the subject of the Web ATM’s technology stratification and the security, there’s no research discussing the Web ATM’s user behavior. Therefore, this research will focus on finding out the main factors which will influence the behaviors of the actual and the potential Web ATM users.
“Acceptance”, is the key for the development of Web ATM. Therefore, understanding what influence the usage of users’ can help promote the population of Web ATM service. From the beginning, TAM (Technology Acceptance Model Davis 1989) is applied as a foundation for the integration of the innovation theory , perceived risk theory and social influence to construct the whole research. Furthermore, the influence factors of acceptance of two groups of Web ATM users, actual and potential, are offered. Finally, the information system using experience (for example. internet bank) is tested to figure out whether it would be the key factor to influence the users’ behavior.
This research aims at three points: First of all, understanding the key factor which influences the attitude and the intention of all users when facing Web ATM. Secondly, comparing the similarities and differences between the actual users and the potential users. Third, exploring how information system using experience (for example internet bank) influences the actual users and the potential users.
Through the research, we expect to suggest the key influence factors for the degree of the acceptance of Web ATM, and provide a new ideal for the banking when the referring to the promotion and the marketing strategy. By knowing that, the banking industry can strengthen the willingness of the usage of Web ATM and further affect the population’s using behavior.
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