| 网上银行服务质量对再次使用行为的影响研究 |
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| 引用本文： | 高锡荣,余津. 网上银行服务质量对再次使用行为的影响研究[J]. 北京邮电大学学报(社会科学版), 2011, 0(6): 46-52 |
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| 作者姓名： | 高锡荣 余津 |
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| 作者单位： | 重庆邮电大学网络社会发展问题研究中心,重庆,400065 |
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| 基金项目： | 重庆邮电大学网络社会发展问题研究中心招标项目(K2008-93) |
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| 摘 要： | 为探讨消费者感知网上银行服务质量对其再次使用行为的影响,基于自助式服务质量评价模型和技术接受模型,构建了网上银行服务质量对再次使用行为影响的结构模型,并通过调查问卷获取消费者行为数据。研究表明,网上银行服务质量对用户再次使用行为有直接的显著正向影响;用户对网上银行的感知风险对再次使用行为有显著的负向影响;同时,网上银行服务质量可通过满意度对再次使用行为产生间接的显著正向影响。
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| 关 键 词： | 网上银行 服务质量 结构方程模型 |
The Influence of Perceived Service Quality on the Continued Interaction of Online Banking |
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| GAO Xi-rong,YU Jin. The Influence of Perceived Service Quality on the Continued Interaction of Online Banking[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2011, 0(6): 46-52 |
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| Authors: | GAO Xi-rong YU Jin |
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| Affiliation: | (Research Center for the Development Problem of Network Community,Chongqing University of Posts and Telecommunications,Chongqing 400065,China) |
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| Abstract: | Based on self-service quality evaluation model and the Technology Acceptance Model,this paper discusses the influence of perceived service quality of online banking on the continued interaction by empirically testing a comprehensive model,and obtain the date of consumer’s behavior by questionnaire.The results show that perceived service quality has direct positive influence on consumer’s continued interaction.Perceived risk has a negative impact on continued interaction.The study also found that via satisfaction,perceived service quality indirect impact on continued interaction.Furthermore,perceived Ease of use,Enjoyment and perceived Control are important predictors of perceived service quality. |
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| Keywords: | online banking service quality structural equation modeling |
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