The Study of Web Visual Aesthetics on Usage Intention to Online Banking— The Moderating Effect of Shopping Orientation

• Main Authors: Ho-ShunChen, 陳閤順
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/9kcmd4

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === As discussing the topic of online banking, most researches drew on models borrowed from social psychology, such as TAM, TPB and IDT , but neglect the characteristics of online banking itself. Nowadays, in order to outperform competitors, how to use web aesthetics to entice and retain online users has become a prioritized question for the bank. In this research , we incorporated the construct “web aesthetics” to discuss related topic on usage intention. Besides, to combine with the S-O-R theory, this research use “stimulus”, “organism” to influence the users` response, to discuss how web aesthetics influence usage intention through perceived website service quality and add shopping orientation to model to be a moderator. Then we provide operational definition and indicator to the four dimensions for the design of questionnaire based on the previous research. Also, we use statistic software to perform the outcome, including descriptive analysis, factor analysis, hierarchical regression and structured equation modeling. The research use sampling survey randomly in all kinds of industry coming from every industry, the results are as follows: 1.Perceived service quality has completely mediating effect on usage intention. Ease of use, reliability, enjoyment and safety all have significant effects on usage intention. 2.People with different shopping orientation will have opposite sense of feeling on web aesthetics. So the strategy on website design should focus on formality and appealing simultaneously.