From the perspectives of social psychology and economic theory to explore how to affect individuals to continue using physical banking services or switch to mobile banking services

• Main Authors: Chung, ChihChuan, 鍾智全
• Other Authors: Yu,ChianSon
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/55313920217091293426

碩士 === 實踐大學 === 資訊科技與管理學系碩士班 === 99 === Literature revealed that little to no research focused on economic incentives to address what influences people to adopt technology-enabled services, while extant studies focused on psychology theories to explore what affects people to adopt technology-enabled services. Moreover, exploring the switch to another provider within the same technology-enabled service also lacks studied. Accordingly, this research explores what influences individuals to adopt technology-enabled services or switch to another provider within the same service from both psychological and economic theories. There are two reasons for choosing mobile banking as an example. First, the 3G smart phone usages have increased phenomenally in recent years, the mobile banking is still underused. Thus, there is a need to understand how to promote the mobile banking to increase its penetration. Second, past research consistently found that financial service sector is more customer centric than other sectors and the profits generated from old customers are much higher than from new customers. Therefore, understanding what influences customers to use mobile banking from offline banking and stay with same bank instead of switch to a new bank will significantly help banks to executive their strategies. Given that the theory of current mobile banking studies comes from psychological perspectives, this research classifies several psychology-based factors into psychological factors and takes economic factors from economic theories, and then to get the factors which influences consumers to switch to from one service provider to another. The empirical results indicated that economic incentives hold higher strength than psychology considerations on influencing whether an individual will switch to another service provider or not, and only one of four psychological factors has remarked influences.