The Study of Antecedents of Actual Behavior for Consumers Use Mobile Banking

• Main Authors: Chung-Ying Li, 黎鍾穎
• Other Authors: Zhao-Lan Wang
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/30724323804685624971

碩士 === 國立東華大學 === 企業管理學系 === 101 === Title of Thesis:The Study of Antecedents of Actual Behavior for Consumers Use Mobile Banking Number of Page: 81 Graduate School and University: Graduate school of Business Administration, National Dong-Hwa University. Category of Abstract and Graduation Time: Thesis for Master Degree, Spring 2013 Name of Student: Li, Chung-Ying Adviser: Dr. Wang, Zhao-Lan With the high popularity of Internet and smart phones, people can transact anytime and anywhere by linking to the mobile banking websites. The mobile banking websites have gradually become the platform where consumers interact with the enterprises. This study first set utilitarian benefit and hedonic benefit as the antecedent variables to explore how the sense, trust and commitment of the users to the mobile banking websites affect their actual behaviors. Secondly, based on the research of Gefen (2002), the three facets of trust are: ability, benevolence and integrity, which are also the aspects of analysis in this study to explain the scenario of consumers using the mobile banking. At last, this study verified the effects of the commitments on actual behaviors. Questionnaire survey method was adopted in this study by collecting the samples from four districts in Taiwan. Most hypotheses were supported by the results of empirical analysis on the modeling. Which indicated the study model was predictive and could be the reference for follow-up research and practice of the mobile banking services. This study came to the following findings: 1. Relational benefit was the critical antecedent variable for actual behavior in the scenario of using mobile banking, 2. For utilitarian benefits, users’ sense of integrity was the variable that affected behaviors most when using the mobile banking services. 3. Sense of ability was positively related to affective commitment 4. Sense of integrity was positively related to calculative commitment 5. Explore the effects on ability, benevolence and integrity by using two antecedent variables: utilitarian benefits and hedonic benefits.