| Summary: | 碩士 === 國立高雄師範大學 === 事業經營系 === 103 === Abstract
With the knowledge progression and technology innovation, wireless internet network technology is gradually fully-developed. Smartphones help the re-rise of mobile banking and make it become the new trend of financial product from now on. However, the users of Mobile Banking have not been popularized, and the convenient service of Mobile Banking has not replaced immobility internet banking and brick and mortar banking completely. Predicting consumer behavior intention effectively will be the key to success before supplying Mobile banking service. This research is based on technology acceptance model and takes technology trust as the moderator, which aimed at the consumers of Southern Taiwan as the research range by sampling questionnaire survey to realize the point of view of the customers. This research collects 220 valid sampling through empirical quantificated investigation. The results are as follows:
1. Perceived ease to use has a positive influence on perceived usefulness for consumers whose behavior intention is to utilize mobile banking.
2. Perceived usefulness for consumers whose behavior intention is to utilize mobile banking has a positive influence.
3. Perceived ease of use for consumers whose behavior intention is to utilize mobile banking has a positive influence.
4. Technology trust has a positive influence on consumers whose behavior intention is to utilize mobile banking.
5. Technology trust does not have a positive moderating effect on perceived usefulness for consumers whose behavior intention is to utilize mobile banking.
6. Technology trust does not have a positive moderating effect on perceived ease of use for consumers whose behavior intention is to utilize mobile banking.
At last, the related suggestion from the conclusion of this research can be the reference for researchers and managers in related field.
Key words: Mobile Banking, Technology Acceptance Model, Technology Trust.
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