【作者】 王冬梅；

【导师】 谢奉君；

【作者基本信息】 西南财经大学 ， 金融学， 2020， 硕士

【摘要】 随着移动互联网的发展,传统银行与时俱进的推出了手机银行,以手机/平板电脑等智能设备作为终端,通过移动互联网为媒介,银行为客户提供随时随地的信息交流和服务。手机银行凭借其强大、便捷、安全的特点,受到了广大用户的信赖和追捧,用户群体成长迅速。农村信用社作为中国银行体系的重要组成部分,近年来也在加大对手机银行的推广,目前已经具备了一定的客户基础。在激烈的市场竞争下,农村信用社未来要在移动端发展,需要进一步了解客户持续使用手机银行的意愿。因此,本文以农村信用社客户为研究对象,对客户持续使用手机银行意愿的影响因素进行研究,对提高农村信用社在手机银行端的业务发展具有一定的参考价值。本文以S农村信用社为例,对手机银行用户持续使用意愿的影响因素进行研究。首先,本文基于UTAUT模型以及感知风险理论,构建了本文的理论模型。从绩效期望、努力期望、社会影响、促进因素以及感知风险等因素进行变量设计,并提出了研究假设。其次,本文对S农村信用社下属的10个网点进行问卷的发放,总共发放700份问卷,筛选619份有效问卷进行实证分析。本文对调查原始数据通过信度以及效度分析,验证了本次调查问卷的有效性。然后,通过结构方程模型,分析了绩效期望、努力期望、社会影响、促进因素以及感知风险对用户满意度以及用户持续使用手机银行意愿之间的关系,并对研究假设进行了验证。最后,总结研究结论并提出相关建议。本文的研究结论如下:(1)从绩效期望来看,绩效期望的满足对手机银行的满意度以及持续使用意愿具有显著的正向影响。手机银行能够补充过去农村信用社网点能力的不足,让用户通过手机办理业务,因此提高手机银行的业务功能,有助于用户持续使用手机银行。(2)从努力期望来看,努力期望对手机银行的满意度以及持续使用具有显著的负向影响。如果手机银行安装复杂、操作不便,会降低用户持续使用手机银行的意愿。(3)从社会影响来看,社会影响对手机银行的满意度以及持续使用意愿具有显著的正向影响。因此,加强手机银行的宣传,进行社交营销有助于用户持续使用手机银行。(4)从促进因素来看,促进因素对手机银行的满意度以及持续使用意愿具有显著的正向影响。因此,手机银行作为银行服务的载体,丰富运营活动的种类,提高服务的质量,有利于促进用户持续使用手机银行。(5)从感知风险来看。感知风险与绩效期望存在显著的负向关系,因此感知风险会抑制用户使用手机银行的动机。感知风险与满意度之间存在显著的负向关系,说明感知风险越大,用户的满意度越低。感知风险与持续使用意愿的存在显著的负向关系,说明感知风险会抑制用户持续使用手机银行的意愿,感知风险越高,持续使用手机银行的意愿越低。(6)从满意度来看。满意度与持续使用意愿之间存在显著的正向关系,并且受到感知风险、绩效期望、努力期望、社会影响以及促进因素的影响。因此,说明要提高农信社用户持续使用手机银行的意愿,一个重要的途径就是提高手机银行使用的客户满意度。本文的研究深入分析影响农信社用户手机银行持续使用的因素,为农信社发展手机银行提供一定的参考。更多还原

【Abstract】 With the development of mobile Internet,traditional banks have promoted mobile banking with the times.With smart devices such as mobile phones / tablet computers as the terminals and mobile Internet as the media,Traditional banks provide customers with information exchange and services anytime anywhere.With its strong,convenient and safe characteristics,mobile banking has been trusted and used by the majority of users,and the user group has grown rapidly.As an important part of the C hina banking system,rural credit unions take great efforts to promote mobile banking in recent years.At present,they already have a large number of customers.With the fierce competition of market,Rural Credit Unions need an in-depth research on the mobile banking user’s Continuance Using Intention to have a further development.Therefore,this paper takes rural credit Unions mobile banking users as the research object to study the influencing factors of user’s continuance Using Intention,which has certain reference value for improving the mobile banking business development of rural credit unions.This paper studies the influencing factors of rural credit unions mobile banking user’s continuance Using Intention.Firstly,this paper’s theoretical model is based on UTAUT model and perceived risk theory.The research hypothesis is put forward based on variables,which are designed from performance expectation,effort expectation,social influence,promotion factor and perceived risk.Secondly,the author has distributed questionnaires to 10 branches of S Rural Credit Union.A total of 700 questionnaires were distributed.And 619 questionnaires have been selected for empirical analysis.This paper verifies the validity of the questionnaire through reliability and validity analysis.Thirdly,through the establishment of structural equation model,this paper analyzes and verifies the relationship between the factors of performance expectation,effort expectation,social influence,promotion factors,perceived risk and the satisfaction and willingness of users to continue to use mobile banking.Finally,this paper summarizes the research conclusion and put forward some relevant suggestions.The conclusions of this paper are as follows:(1)From the perspective of performance expectation,the satisfaction of performance expectation has a significant positive impact on the satisfaction of mobile banking user’s continuance using intention.Mobile banking can supplement the deficiency of rural credit unions and enable users to handle business through mobile phones.Therefore,optimizing the business function of mobile banking can help users continue to use mobile banking.(2)From the perspective of effort expectation,effort expectation has a significant negative impact on the satisfaction of mobile banking and the user’s continuance using intention.If mobile banking is complicated to install and inconvenient to operate,it will reduce the mobile banking user ’s continuance using intention.(3)From the perspective of social impact,social impact has a significant positive impact on the satisfaction of mobile banking and the mobile banking user’s continuance using intention.Therefore,to strengthen the publicity of mobile banking and carry out social marketing will help users to continue to use mobile banking.(4)From the perspective of promoting factors,promoting factors have a significant positive impact on the satisfaction and continuance using intention of mobile banking.Therefore,as the carrier of banking services,mobile banking enriches the types of operation activities and improves the quality of services,which would conducive to promoting users to continue to use mobile banking.(5)From the perspective of perceived risk.there is a significant negative relationship between perceived risk and performance expectation,so perceived risk will inhibit the user’s motivation to use mobile banking.There is a significant negative relationship between perceived risk and effort expectation,which will also inhibit users’ efforts to download and install mobile banking,or operate mobile banking.There is a significant negative relationship between perceived risk and satisfaction,indicating that the greater the perceived risk,the lower the satisfaction of users.There is a significant negative relationship between perceived risk and willingness to continue to use,indicating that perceived risk will inhibit the willingness of users to continue to use mobile banking.The higher perceived risk,the lower wil ingness to continue to use mobile banking.(6)From the perspective of satisfaction,there is a significant positive relationship between satisfaction and continuous use intention,which is affected by perceived risk,performance expectation,effort expectation,social influence and promotion factors.Therefore,improving the customer satisfaction of mobile banking is an important way for rural credit unions users to continue to use mobile banking.The paper deeply analyzes the factors impacting the continuance use of mobile banking by users of rural credit unions,and provides rural credit unions some reference for development of mobile banking.更多还原