| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 101 === As the competition in the banking industry becomes more intense, the online channels in financial services have become the key to the success of banks. Therefore, it is critical how to encourage customers to use online banking, to help the banks improving the online banking services, and to enhance the customers'' willingness to reuse.
This study combined DeLone and McLean’s (2003) "Updated D&M IS Success Model" with Morgan and Hunt’s (1994) "Key Mediating Variable Model (KMV)" as the research basis. A questionnaire survey was conducted based on a sample of 341 online banking users of domestic banks. Structural Equation Modeling (SEM) was then used to analyze causal relationship between variables. The empirical results indicated that: (1) the model proposed in this study had excellent model fitness; (2) customer satisfaction was a key mediating variable among system quality, information quality, service quality and trust, relationship commitment; (3) customer satisfaction had a significantly positive influence on trust and relationship commitment; (4) trust had a significantly positive influence on relationship commitment; (5) trust significantly positively affected continuance intention and cooperation. Similarly, relationship commitment also had a significantly positive impact on acquiescence and cooperation.
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