| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 97 === The rapid development of the Internet in recent years has effectively changed the traditional models of business transactions and consumption. Due to the numerous advantages and strengths offered by the Internet, business activities conducted over the Internet have thrived by the day and consumers’ needs for Internet financial services have also grown accordingly. In an effort to reduce costs and tap the market for new clients, banks have established Internet banking systems in order to cater to consumers’ demand and increase profit. However, results from relevant researches and surveys indicated that consumers still perceive Internet banking services as risky and are less than confident with such services. This in turn reflects the fact that the impact of perceived risk on consumers’ behavioral intent in the domain of Internet banking is indeed worthy of further discussion. As such, the goal of this research is to determine the nature of influences between the quality of Internet banking services and consumers’ perceived risks in order to find out if service quality can affect one’s behavioral intent through perceived risk.
For the purpose of this research, a survey was conducted through the distribution of questionnaires to determine the influences between these factors. Descriptive statistics, reliability analysis, confirmatory factor analysis (CFA) and structural equation model (SEM) were adopted to analyze the data to determine if influences exist among Internet banking service quality, perceived risk and behavioral intent.
Results of the analyses indicated significant influences to exist among Internet service quality, perceived risk and behavioral intent. Internet service quality is significantly negatively influenced to perceived risk; perceived risk is significantly negatively influenced to behavioral intent; Internet service quality is significantly positively influenced to behavioral intent and perceived risk has a mediating effect on both Internet service quality and behavioral intent. Apart from our conclusions, the finding of this research can also serve as useful reference for Internet bank operators.
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