The Study of Antecedents of Theory of Planned Behavior: The Empirical Study of Internet Bank

• Main Authors: Hui-Ying Chang, 張卉穎
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/93972508549927718937

碩士 === 國立東華大學 === 企業管理學系 === 98 === Since the Taiwanese government has opened to establish the bank market in 1990, the condition of the whole financial industry has drastically changed. The effect on the government was to promote liberalization and internationalization. The construction of Taiwan ’s ties to the Asia-Pacific Regional Operations Center continues. Therefore, the bank industry has to face the predicament of excessive competition between other banks, with the high profits in the past is becoming more meager. On the other hand, because the Internet trade activity is frequent day to day, consumers increase the requirement of network finance services. The bank industry just established the network banking system abundantly in order to gain new customers and retain old customers to meet its goal of service. On the financial market internationalization’s footsteps, the domestic financial market has to face intense competition within the group, while also facing the pressure of the international financial market and the pressures of the advanced European and American countries’ banks. But the Internet's development may provide the customer and bank industry a good environment for on-line transaction. The bank industry is able to combine information with technology to create new marketing ways to reduce the cost and provide high efficiency on trade activity. Current majority research is emphatically discussing the network bank security; there is few researches from the user's viewpoint, but the research on the subject of the Theory of Planned Behavior is countless. Therefore, this research investigates the primary influencing factors of the Theory of Planned Behavior - take the network bank as an example, the goal is to hopefully understand the reason why the customers use the network bank online. This research adopts innovation diffusion theory, inner influence, outer influences, self-efficacy (SE) and convenience to understand how does the primary influenting factors of Theory of Planned Behavior affect customers to use the network bank. This research uses questionnaire to perform the survey and there are totally 437 valid surveys used in the structural equation model to verify the hypotheses. Based on the analyses, the following results are found :(1) Exogenous variable- the relative superiority has significand and positive influence on attitude.(2) Exogenous variable- the compatibility has significand and positive influence on attitude.(3) Exogenous variable- the complexity has significand and positive influence on attitude.(4) Exogenous variable- the experimental has significand and positive influence on attitude.(5) Exogenous variable- the Inner Factors has significand and positive influence on subjective norm.(6) Exogenous variable- the Outer Factors has significand and positive influence on subjective norm.(7) Exogenous variable- the self-efficacy has significand and positive influence on perceived behavioral control. (8) Exogenous variable- the self-convenience has significand and positive influence on perceived behavioral control. (9) Exogenous variable-the attitude has significand and positive influence on behavioral intentions. (10) Exogenous variable-the subjective norm has significand and positive influence on behavioral intentions. (11) Exogenous variable-the perceived behavioral control has significand and positive influence on behavioral intentions. (12) Exogenous variable-the behavioral intentions has significand and positive influence on actual using. (13) Exogenous variable-the perceived behavioral control has significand and positive influence on actual using. Finally, the research points out few certain meanings of management and suggestions of subsequent research based on the data and testing results.