Understanding Internet Banking Usage: Consumer Perception and IS Design

[[abstract]]網際網路商業活動日益頻繁，對於網路金融服務需求日增。銀行為獲取新顧客或保有舊客戶，面對此種情況，紛紛建置網路銀行系統以滿足其服務需求。網路銀行系統是以網際網路技術為基礎的金融資訊系統，系統介面設計品質關係著銀行是否能吸引新顧客或留住舊客戶。然而網路消費人口不斷遞增，網路銀行使用人口卻未伴隨成長，探究其因乃網路銀行使用上的障礙所致。基於此，本文提出一架構，以科技接受模型為理論基礎加上系統因素，探討影響消費者使用網路銀行系統的因素，透過實驗設計方式，以台灣地區本土銀行業者之網站為對象，分析使用者對於網路銀行系統認知結果，瞭解影響消費者採用網路銀行系統的因素。 研究結果發現，使用者對於網路銀行服務使用，無論是簡易任務(利率查詢)，或是複雜任務(跨行轉帳)，皆會受到消費者認知因素之正面顯著影響。系統因素會正面影響簡易任務而部份正面影響複雜任務，而個人屬性並不顯著影響簡易及複雜任務之操作。此種結果表示影響網路銀行系統使用之因素包含了認知因素與系統因素，並且了解使用者心理因素是影響系統使用之主要因素，其次是系統因素，而個人屬性等個人先天條件並未呈現顯著影響效果。 基於以上結果，本研究建議系統設計者未來在改進網路銀行系統之工作上，應該朝向簡單化、人性化的方向發展；而金融業者亦應針對不同群體之消費者訂定適當之行銷策略。本研究對於實務上之貢獻在於了解消費者抗拒使用網路銀行之因主要源自網路銀行介面差異之影響，應多著重於顧客找尋資訊所需花費的心力，並減少不必要之網路服務。對於學術上之貢獻，除呼應先前對於科技接受模式之推論結果，並舉出案例解釋影響資訊系統使用之因素並非單純源自使用者認知因素，而是與其他因素共同影響而成，延伸了以往對資訊系統使用相關領域的研究。[[abstract]]Electronic commerce is significantly prospering with online finance service requirement increasing. For satisfying this requirement, banks provide Internet banking service to obtain or retain customer base. Internet banking is a web-based finance information system, web design quality becomes the determinant of satisfaction. However, the growths of website’s population increase significantly for several years in compare with the amount of Internet banking users. Obviously, the entry barriers of Internet banking are higher than banking sector perceived. Thus, we propose a framework based on Technology Acceptance Model plus system-enabled barrier to analyze the affecting factors. Then constructing an experimental design, which observes the diversity between user expectation and acknowledgement of Internet banking services. The finding shows that perceived factors affect Internet banking usage, system factors affect the usage partially, and personal characteristics factors are non-significant effect. It imply that psychological factors are the main determinants of the usage, follow with system factors. The contribution of this research is showing user reluctance of Internet banking usage. According to the finding, we suggest that Internet banking system development should make more consideration about interface simplification and human nature with target consumers. Furthermore, this research response to the TAM research finding and providing a viewpoint that not perceived factors but system factors affect Internet banking usage. For further research, this research provides an extending field for information system usage, which is related to both perceived factors and system factors