隨著科技的發展，網路銀行成為銀行業的一大策略發展趨勢。透過提供網路銀行服務，它不僅可以幫助銀行業節省大量成本，也為消費者帶來巨大的利益。

本研究的目的是通過探索四個影響因素，感知便利性、效率、相對優勢和感知風險對於使用網路銀行服務傾向之間的關係。利用問卷調查，總共收集了206個樣本；調查問卷是透過網路發放，邀請不同的受訪者填寫。從分析結果可以發現，感知便利性、效率和相對優勢與消費者使用網路銀行服務傾向有正相關關係。然而，感知風險與消費者使用網路銀行服務傾向則呈現負相關關係。

此外，本研究還測試了透過創新和懷舊的中介影響感知便利性、效率、相對優勢和感知風險與消費者使用網路銀行服務傾向的關係。從研究分析來看，創新和懷舊部分地中介了感知便利性、效率、相對優勢和消費者使用網路銀行服務傾向之間的關係。對於感知風險和消費者使用網路銀行服務傾向之間的關係，創新對於兩邊的關係提供完全中介；然而懷舊卻未有任何中介效果。

With technological development, online banking has become a main strategic trend of banking industry. By providing this kind of service, it could not only help banking industry save a lot of cost, but also give consumers a huge benefit by using the online banking service.

The purpose of this research was to empirically discuss the relationship between the four influential factors, perceived convenience, efficiency, relative advantage and perceived risk, and intention to use online banking service. Total 206 samples were collected from the questionnaire survey whereby the respondents fill in the questionnaire via Internet. The findings indicated that perceived convenience, efficiency and relative advantage had positive relationship to consumers’ intention to use online banking service. However, perceived risk was negatively related to intention to use online banking service.

Furthermore, this study also tested the mediation effect between perceived convenience, efficiency, relative advantage and perceived risk, and intention to use online banking service through innovativeness and nostalgia. From the analysis, innovativeness and nostalgia partially mediated the relationship between perceived convenience, efficiency, relative advantage and intention to use online banking service. And for the relationship between perceived risk and intention to use online banking service, innovativeness gave a fully mediation effect; in contrast, nostalgia didn’t have any mediation effect.

論文審訂書 i
誌謝 ii
摘要 iii
Abstract iv
Chapter 1: INTRODUCTION 1
1.1 Research Motivation 2
1.2 Research Background 5
1.3 Research Purpose 8
1.4 Research Question 10
1.5 Research Contribution 11
Chapter 2: LTERATURE REVIEW & HYPOTHESIS 12
2.1 Online Banking 12
2.2 Intention to Use 14
2.3 Perceived Convenience 15
2.4 Efficiency 15
2.5 Relative Advantage 16
2.6 Perceived Risk 16
2.7 Innovativeness 18
2.8 Nostalgia 19
2.9 Conceptual Model 21
Chapter 3: RESEARCH METHODOLOGY 22
3.1 Sample Design and Data Collection 22
3.2 Measures 25
3.3 Analysis Method 28
Chapter 4: ANALYTICAL RESULTS 30
4.1 Descriptive Statistic 30
4.2 Correlation Analysis 31
4.3 Hypotheses Testing 34
4.4 Summary 48
Chapter 5: Discussion 50
5.1 Contribution 50
5.2 Limitation 51
5.3 Future Development 52
5.4 Conclusion 52
Reference 54
Appendix : QUESTIONNAIRE 60

王振浩 (2001). 影響消費者採用網路銀行行為意向之因素研究. (碩士論文), 國立中央大學
Akinci, S., Aksoy, Ş., & Atilgan, E. (2004). Adoption of internet banking among sophisticated consumer segments in an advanced developing country. International Journal of bank marketing, 22(3), 212-232.
Al-Sukkar, A., & Hasan, H. (2004). Internet banking in the Middle East: A Jordanian study. Paper presented at the Proceeding of CISTM conference. Transforming business performance through knowledge management. Alexandria, Egypt.
Alsajjan, B., & Dennis, C. (2010). Internet banking acceptance model: Cross-market examination. Journal of business research, 63(9-10), 957-963.
Baker, S. M., & Kennedy, P. F. (1994). Death by nostalgia: A diagnosis of context-specific cases. ACR North American Advances.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bateson, J. E. (1985). Self-service consumer: An exploratory study. Journal of retailing.
Bauer, R. A. (1960). Consumer behavior as risk taking. Chicago, IL, 384-398.
Birch, D., & Young, M. A. (1997). Financial services and the Internet-what does cyberspace mean for the financial services industry? Internet Research, 7(2), 120-128.
Center, T. N. I. (2018). 2018 Taiwan Internet Report. Retrieved from https://report.twnic.tw/2018/TWNIC_TaiwanInternetReport_2018_CH.pdf
Chan, S.-c. (2004). Understanding internet banking adoption and use behavior: A Hong Kong perspective. Journal of Global Information Management (JGIM), 12(3), 21-43.
Chen, Y.-M. (2009). Determinants of industry performance: Region vs. country effects in knowledge-intensive service industries. The Service Industries Journal, 29(3), 297-316.
Cheng, T. E., Lam, D. Y., & Yeung, A. C. (2006). Adoption of internet banking: an empirical study in Hong Kong. Decision support systems, 42(3), 1558-1572.
Collier, J. E., & Kimes, S. E. (2013). Only if it is convenient: Understanding how convenience influences self-service technology evaluation. Journal of Service Research, 16(1), 39-51.
Company, M. (2014). Digital Banking in Asia: Winning approaches in a new generation of financial services 2014. Retrieved from
Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making—the case of telephone shopping. Journal of marketing research, 1(4), 32-39.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Cronin, M. J. (1994). Doing business on the Internet: how the electronic highway is transforming American companies: Van Nostrand Reinhold New York.
Cronin, M. J. (1998). Banking and Finance on the Internet: John Wiley & Sons.
Currah, A. (2006). Hollywood versus the Internet: the media and entertainment industries in a digital and networked economy. Journal of Economic Geography, 6(4), 439-468.
Daniel, E. (1999). Provision of electronic banking in the UK and the Republic of Ireland. International Journal of bank marketing, 17(2), 72-83.
Davis, F. (1979). Yearning for yesterday: A sociology of nostalgia: Free Press.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Delone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30.
Ding, X., Verma, R., & Iqbal, Z. (2007). Self-service technology and online financial service choice. International journal of service industry management, 18(3), 246-268.
Duclaux, D. (1996). The call of the web. American Bankers Association. ABA Banking Journal, 88(4), 20.
Ellsworth, J. H. (1994). Education on the Internet: A hands-on book of ideas, resources, projects, and advice: Sams.
Eriksson, K., & Nilsson, D. (2007). Determinants of the continued use of self-service technology: The case of Internet banking. Technovation, 27(4), 159-167.
EY. (2018). Global banking outlook 2018-Pivoting toward an innovation-led strategy. Retrieved from https://www.ey.com/Publication/vwLUAssets/ey-global-banking-outlook-2018/$File/ey-global-banking-outlook-2018.pdf
Fichter, K. (2002). Sustainable business strategies in the Internet economy. The ecology of the new economy.
Furnell, S. (2004). E-commerce security: a question of trust. Computer Fraud & Security, 2004(10), 10-14.
Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales.
Goulding, C. (2001). Romancing the past: heritage visiting and the nostalgic consumer. Psychology & Marketing, 18(6), 565-592.
Gunawardana, H., & Perera, W. (2015). Impact of self service technology quality on customer satisfaction: A case of retail banks in western province in Sri Lanka. Gadjah Mada International Journal of Business, 17(1), 1.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis . Uppersaddle River. In: NJ: Pearson Prentice Hall.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. In: University of Kansas, KS.
Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer research, 20(2), 245-256.
Holbrook, M. B., & Schindler, R. M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. ACR North American Advances.
Hong, S.-H. (2007). The recent growth of the internet and changes in household-level demand for entertainment. Information Economics and Policy, 19(3-4), 304-318.
Horton, W. K. (2000). Designing web-based training: How to teach anyone anything anywhere anytime (Vol. 1): Wiley New York, NY.
Hurt, H. T., Joseph, K., & Cook, C. D. (1977). Scales for the measurement of innovativeness. Human Communication Research, 4(1), 58-65.
Johnson, D. S., Bardhi, F., & Dunn, D. T. (2008). Understanding how technology paradoxes affect customer satisfaction with self‐service technology: The role of performance ambiguity and trust in technology. Psychology & Marketing, 25(5), 416-443.
Kwak, H., Fox, R. J., & Zinkhan, G. M. (2002). What products can be successfully promoted and sold via the internet? Journal of advertising research, 42(1), 23-38.
Lagoutte, V. (1996). The Direct Banking Challenge. (Unpublished Honours Thesis), Middlesex University,
Laukkanen, T. (2007). Internet vs mobile banking: comparing customer value perceptions. Business process management journal, 13(6), 788-797.
Laukkanen, T., & Pasanen, M. (2008). Mobile banking innovators and early adopters: How they differ from other online users? Journal of Financial Services Marketing, 13(2), 86-94.
Lee, M.-C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic commerce research and applications, 8(3), 130-141.
Liao, Z., & Cheung, M. T. (2002). Internet-based e-banking and consumer attitudes: an empirical study. Information & Management, 39(4), 283-295.
Likert, R. (1932). A technique for the measurement of attitudes. Archives of psychology.
Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421-432.
Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International journal of information management, 34(1), 1-13.
Mathieson, K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information systems research, 2(3), 173-191.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Mia, M. A. H., Rahman, M. A., & Uddin, M. (2007). E-Banking: Evolution, Status and Prospect. The Cost and Management, 35(1).
Michael, A., Armando, F., Rean, G., Anthony, D. J., Randy, K., Andy, K., . . . Ion, S. (2010). A view of cloud computing. Communications of the ACM, 53(4), 50-58.
Mitchell, V.-W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of marketing, 33(1/2), 163-195.
Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information systems research, 2(3), 192-222.
Nasri, W. (2011). Factors influencing the adoption of internet banking in Tunisia. International Journal of Business and Management, 6(8), 143-160.
Nunnally, J. C. (1978). Psychometric Theory: 2d Ed: McGraw-Hill.
Ozdemir, S., & Trott, P. (2009). Exploring the adoption of a service innovation: A study of Internet banking adopters and non-adopters. Journal of Financial Services Marketing, 13(4), 284-299.
Pew, D., Manto, C., & Kratz, P. (2003). System and method for an automated intermediary to broker remote transaction between parties based on actively managed private profile information. In: Google Patents.
Prensky, M. (2001). Digital natives, digital immigrants part 1. On the horizon, 9(5), 1-6.
PwC. (2014). Retail Banking 2020 Evolution or Revolution? Retrieved from https://www.pwc.com/gx/en/banking-capital-markets/banking-2020/assets/pwc-retail-banking-2020-evolution-or-revolution.pdf
PwC. (2017). 2017 Digital Banking Consumer Survey. Retrieved from
Raza, S. A., & Hanif, N. (2011). Factors affecting internet banking adoption among internal and external customers: a case of Pakistan.
Rogers Everett, M. (1995). Diffusion of innovations. New York, 12.
Salazar, M. K. (1991). Comparison of four behavioral theories: A literature review. AAOHN Journal, 39(3), 128-135.
Shih, Y.-Y., & Fang, K. (2004). The use of a decomposed theory of planned behavior to study Internet banking in Taiwan. Internet Research, 14(3), 213-223.
Stone, R. N., & Winter, F. W. (1987). Risk: Is it still uncertainty times consequences. Paper presented at the Proceedings of the American Marketing Association.
Tan, M., & Teo, T. S. (2000). Factors influencing the adoption of Internet banking. Journal of the Association for information Systems, 1(1), 5.
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International journal of research in marketing, 12(2), 137-155.
Thornton, J., & White, L. (2001). Customer orientations and usage of financial distribution channels. Journal of services Marketing, 15(3), 168-185.
Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings. IEEE Transactions on engineering management(1), 28-45.
Venkatesh, V., & Morris, M. G. (2000). Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS quarterly, 115-139.
Wang, Y.-S., Wang, Y.-M., Lin, H.-H., & Tang, T.-I. (2003). Determinants of user acceptance of Internet banking: an empirical study. International journal of service industry management, 14(5), 501-519.
Wu, J.-H., & Wang, S.-C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719-729.
Xue, M., Hitt, L. M., & Chen, P.-y. (2011). Determinants and outcomes of internet banking adoption. Management science, 57(2), 291-307.
Yen, H. R. (2005). An attribute-based model of quality satisfaction for internet self-service technology. The Service Industries Journal, 25(5), 641-659.
Yiu, C. S., Grant, K., & Edgar, D. (2007). Factors affecting the adoption of Internet Banking in Hong Kong—implications for the banking sector. International journal of information management, 27(5), 336-351.
Ziliaskopoulos, A. K., & Waller, S. T. (2000). An Internet-based geographic information system that integrates data, models and users for transportation applications. Transportation Research Part C: Emerging Technologies, 8(1-6), 427-444.