南开管理评论
南開管理評論
남개관리평론
Nankai Business Review
2009年
3期
12~19
,共null页
手机银行 技术采纳模型（TAM） 技术采纳 结构方程模型（SEM）
手機銀行 技術採納模型（TAM） 技術採納 結構方程模型（SEM）
수궤은행 기술채납모형（TAM） 기술채납 결구방정모형（SEM）
Mobile Banking; Technology Acceptance Model （TAM）; Technology Adoption; Structural Equation Modelling（SEM）
手机银行作为新兴的金融服务手段有着很大的发展潜力，然而现有研究对其拓展模式还没有清晰的认识。本文在2007年对以中层管理人员为主的中青年消费群体问卷调查和访谈的基础上，通过结构方程模型（SEM）的构建分析，开发了手机银行用户采纳模型（TAM）。该模型为手机银行的有效拓展提供了科学的依据，通过该模型可发现拓展手机银行应该着重改善服务内容，提高用户的使用能力，加快对用户的服务速度，并消除消费者对手机银行安全方面的顾虑。
手機銀行作為新興的金融服務手段有著很大的髮展潛力，然而現有研究對其拓展模式還沒有清晰的認識。本文在2007年對以中層管理人員為主的中青年消費群體問捲調查和訪談的基礎上，通過結構方程模型（SEM）的構建分析，開髮瞭手機銀行用戶採納模型（TAM）。該模型為手機銀行的有效拓展提供瞭科學的依據，通過該模型可髮現拓展手機銀行應該著重改善服務內容，提高用戶的使用能力，加快對用戶的服務速度，併消除消費者對手機銀行安全方麵的顧慮。
수궤은행작위신흥적금융복무수단유착흔대적발전잠력，연이현유연구대기탁전모식환몰유청석적인식。본문재2007년대이중층관리인원위주적중청년소비군체문권조사화방담적기출상，통과결구방정모형（SEM）적구건분석，개발료수궤은행용호채납모형（TAM）。해모형위수궤은행적유효탁전제공료과학적의거，통과해모형가발현탁전수궤은행응해착중개선복무내용，제고용호적사용능력，가쾌대용호적복무속도，병소제소비자대수궤은행안전방면적고필。
As an emerging financial service, mobile banking still has great potential for development. However, existing research has not clearly understood its adoption model. Based on a 2007 survey of mainly young and middle-aged middle-level managers, this paper develops a Technology Acceptance Model for mobile banking services through analysis of the structural equation model （SEM）. The model provides a scientific basis for finding ways of development for mobile banking services. First of all, perceived usefulness has a decisive impact on the behavioral intention to adopt mobile banking. Perceived usefulness largely depends on compatibility, self-efficacy and speed. Secondly, perceived ease of use has little significant effect on the adoption of mobile banking; indicating that the development of mobile banking in China is still in its infancy. Indeed, the majority of respondents did not have experience of using mobile banking. Third, cost factors also have little significant effect on the adoption of mobile banking. Compared to other financial services, mobile banking has advantages of convenience and speed, and can reduce user costs.while providing the same kinds of services. Therefore, users of mobile banking services are not sensitive to cost factors. Fourth, the perceived risk has a negative impact on the adoption of mobile banking. Based＇on the above findings, we present the following conclusions and recommendations for mobile banking enterprises： mobile banking in China is still in the early stages of development; patience regarding user learning should be observed; effective ways for developing mobile banking include improving service content, enhancing user ability, increasing service speed and eliminating consumers＇ security concerns, rather than just focusing on price promotions.
