| Summary: | 碩士 === 樹德科技大學 === 金融系碩士班 === 104 === Internet banking service launched more and more diverse, such as financial planning and trading of financial products. In the shortest possible time so that customers can enjoy the bank has launched a service. Bankers also through the internet bank, to grasp customer needs. Facilitate the promotion of financial products, also to the financial products line speed boost. Online banking services provided, How to improve by usage, and even enhance the buying and selling financial products. In the online banking platform, to promote online banking to become a new financial product sales pipeline. An increase in bank fee income are all various online banking need to understand the issues. Understanding factors consumers use online banking willingness is important, which was the motivation for the study of this article. In this study, With the southern region used online banking of human subjects. In "Technology Acceptance Model", as a theoretical basis to explain consumer behavior intention of using online banking. Discussion perceived usefulness, perceived ease of use, perceived credibility, confidence in the use of attitude and willingness to use. How does it impact and implicated between the variables. In this study, the use of online banking in human subjects. By way of questionnaires, to obtain the required sample data. Questionnaire distributed 1500 copies of this study, recovery 1268, the effective sample 1191 copies.
Results of the study found that, Consumer awareness of online banking, That is considered useful and ease of use of online banking, trust online banking, and all will affect their attitude toward the use of Internet banking. Perceived usefulness, perceived credibility and confidence in the use of attitude and willingness to use, there are significant positive impact. Use the attitude of willingness to use the analysis results also have significant positive impact. Use the attitude of the perceived usefulness, perceived ease of use, perceived credibility and confidence factors, affect the willingness to produce intermediary effect.
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