A Study of Consumer’s Intension of Using Online Foreign Exchange with Technology Acceptance Model

• Main Authors: Chen, Fuey-Fen, 陳慧芬
• Other Authors: Chen , Yu-Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/02559740958336199520

碩士 === 東吳大學 === 企業管理學系 === 101 === Internet banking allows customers of a financial institution to conduct financial transactions on a secure website operated by the institution. Due to growth of internet at Taiwan, a lot of financial instruments are designed by financial industries to satisfy needs of customers. To reduce cost and complexity service, the bank can make a winner of pricing war at the moment in the highly competitive financial market. The modern foreign exchange transactions can be divided two parts. One is physical entities of the bank counter; the other is virtual network transaction. The disadvantages of the counter are inconvenient for customers with waiting and traffic time. The disadvantages of foreign exchange transactions on bank counter are advantages of virtual network transaction. So, the loyalty of customer with virtual network foreign exchange can improve. It is important that how to transfer customers with virtual network transaction instead of physical entities of the counter to make Win-Win of customers and banks. In order to reach this target, the intention of customer using virtual network transaction. The Davis’ technology acceptance model is adopted in this thesis. The factors of TAM include external variables and mediators to study customer’s using intention. The external parameters with customers thinking include price consciousness, consumer innovativeness, computer self-efficacy, convenience. The mediator have perceived ease of use and perceived usefulness. First of all, the questionnaire of research model is established. Second, the questionnaires are putted on counter of bank and filled out by customers. Third, affecting factors of the consumers accepting the intent and actual use with internet banking to buy foreign exchange are studied. Fourth, the explanation of intent and ability of forecast for the consumers accepting internet banking to buy foreign exchange are tested and verified by using EFA and smartPLS. Finally, the results of study consumer’s intension of using online foreign exchange with technology acceptance model can be expressed as follows: (1) The price consciousness, consumer innovativeness, computer self-efficacy, convenience have a positive impact on perceived usefulness. (2) The perceived ease of use have a positive impact on perceived usefulness. (3) The perceived ease of use and perceived usefulness have a positive impact on the intention for use of internet banking. (4) The results of study can provide bank industry to improve internet banking of foreign exchange.