The Study of the Factors Affecting Switch Intension and Switch Behavior Between Physical and Visual Channels - An Example of Online Bank

• Main Authors: Ya-Huei,Tu, 涂雅惠
• Other Authors: Kuo-Wei,Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/48957665742001954920

碩士 === 南台科技大學 === 企業管理系 === 97 === The primary goal of this study is to explore the relationship between transferring intension of physical and visual channels the factors affect transferring intension. With the Internet technology boom, the virtual channel has become an important alternative marketing channels. In this study, the proposed new access road to the rise of the Internet under the premise of exploring when consumers by the same physical and virtual co-exist in some pathway, the pathway by the entities transferred to the intention of the virtual path of conversion and conversion behavior of the key factors and an example of online bank In total, 280 questionnaires were sent out and 230 effective questionnaires were returned with effective recovery rate 82%. The results of the research show that: at first, Users of the Internet self-efficacy on perceived usefulness of the anticipated benefits, and perceived ease of use have a significant positive influence; and the relationship between expected costs for the inertia, the transfer of costs, perceived risk has a significant negative influence; Secondly, the user is expected to effectiveness of the physical – virtual on-line bank have a positive intent to convert a significant influence, while the expected cost of the conversion has a negative significant impact on the intention; Furthermore, the user intent for the conversion of the conversion are a significant influence on behavior, At las,t users in Bank trust entity for the conversion with the intent to interfere with the effect of positive behavior. The all hypotheses of this research get empirical support and the findings are expected to bring some contribution for the academic field.