商业研究

商业研究

• 商法论丛 •    下一篇

互联网银行品牌信任及客户使用意向影响因素研究

张赟1，朱传进2，刘欣慧3   

  1. （西南财经大学1.经济信息工程学院;2.统计学院;3.中国西部经济研究中心,成都611130）
  • 收稿日期:2018-10-30 出版日期:2019-03-16
  • 作者简介:张赟（1991-），女，四川宜宾人，西南财经大学经济信息工程学院讲师，管理学博士，研究方向： 互联网金融；朱传进（1992-），男，湖北孝昌人，西南财经大学统计学院博士研究生，研究方向：互联网金融风险管理、大数据管理及绩效评价；刘欣慧（1992-），女，四川宜宾人，西南财经大学中国西部经济研究中心硕士研究生，研究方向：互联网金融。

A Study of Brand Trust on Internet Banking and Influence Factors of Consumer Adoption

ZHANG Yun1,ZHU Chuan-jin2,LIU Xin-hui3   

  1. ( 1. School of Economic Information Engineering,Southwestern University of Finance and Economics,Chengdu 611130,China; 2. School of Statistics,Southwestern University of Finance and Economics,Chengdu 611130,China; 3. Center of Economic Research in Western China, Southwestern University of Finance and Economics,Chengdu 611130,China)
  • Received:2018-10-30 Online:2019-03-16

摘要： 金融改革的不断深化为民营资本竞逐银行业提供了前所未有的发展机遇，加速了依托于互联网科技企业而筹建的互联网银行这类新兴金融形态的产生与发展。基于信任转移理论及UTAUT模型，探讨信任转移及其影响因素对互联网银行品牌信任和客户使用意向的影响，实证结果表明：客户对互联网企业的品牌信任度，能正向影响对其旗下互联网银行初始信任的建立，进而正向影响客户使用意向；除了付出绩效、感知风险对使用意向，及企业名誉对初始信任的影响不显著外，其余假设均成立；社群影响对使用意向的影响最大，其次为企业名誉与初始信任；与以往对电子银行的研究结果不同的是，互动需求在互联网银行的情境下，能负向显著影响客户使用意向。

关键词: 互联网企业, 互联网银行, 使用意向, UTAUT模型, 信任转移

Abstract: The continuous deepening of financial reform has provided unprecedented opportunities for private capital to compete for the banking industry, accelerating the emergence and development of emerging financial forms such as Internet banking, which is built on Internet technology companies. Based on the trust transfer theory and the UTAUT model, this paper explores the impact of trust transfer and its influence factors on brand trust and consumer adoption of Internet banking. The empirical results show that the brand trust of consumers on Internet companies will positively influence their initial trust on Internet banking, and in turn improve consumers′ behavioral intentions; all of the hypotheses are supported except the relationship between effort expectancy, perceived risk and behavioral intention as well as firm reputation and initial trust;community influence has the greatest impact on intention to use, followed by corporate reputation and initial trust; unlike results of previous studies, need for interaction can negatively impact consumers′ behavioral intentions to use Internet banks, under the context of Internet banking.

Key words: Internet companies, Internet banking, consumer adoption, unified theory of acceptance and use of technology, trust transfer