A study on the perceived value factors of the Integrated E-Banking Account

• Main Authors: CHEN CHIA CHI, 陳佳琪
• Other Authors: SHIH KUANG HUSN
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/76391031126607263098

碩士 === 中國文化大學 === 國際企業管理研究所 === 98 === In an information-based era, the bank industry has introduced Integrated Electronic Accounts to integrate information promptly and provide efficient services. This study not only used technology acceptance model for the infrastructure but also specially considered to used user's perceived risks to understand the perceived value. This study aimed to invest age the user's perceived value on Integrated Electronic Account, and analyze the causal relationship between perceived benefits and risk factors of Integrated Electronic Accounts, in order to find out their mutual effects. This study conducted in-depth expert interview and DEMATEL method for empirical research. The results showed that the factors affecting user's perceived value are mostly perceived risks, and the convenience benefits and financial risks have significant effects on the overall structure. Therefore, this study suggested that financial service providers can improve service content and reduce customers’ perceived risks, in order to enhance user's perceived value. Moreover, by observing customers' convenience benefits and financial risks, the improvement results can be known.