【作者】 王小燕；

【导师】 庞素琳；

【作者基本信息】 暨南大学 ， 管理科学与工程， 2011， 博士

【摘要】 现代信息技术的快速发展不断推动着金融行业的变革与创新,网络银行的出现正是银行业成功利用互联网技术进行的一次银行业务创新。它的出现打破了一百多年来银行业务的经营管理模式,因此成为上个世纪金融领域中最具影响力的创新之一,甚至有学者和银行界人士提出网络银行“替代论”,比尔·盖茨就曾扬言“随着网络银行的出现,传统银行成为21世纪灭绝的一群恐龙”。但事实上,网络银行发展至今,非但没能取代传统银行,而且在发展中还遇到许多困难。研究表明,影响网络银行发展的真正障碍不在技术,而在于顾客使用网络银行的信心。可以说,顾客对网络银行信任的匮乏已成为制约网络银行健康快速发展的重要“瓶颈”之一。基于此,网络银行顾客信任问题引发了国内外众多学者的关注和研究。本文通过对不同领域的国内外学者关于信任问题研究相关文献的梳理、归纳与总结,结合网络银行特点,从顾客、银行、银行网站和环境四个方面对影响网络银行顾客信任的主要因素进行分析并提出研究假设,应用实证研究方法对假设进行验证。研究结果表明,顾客信任倾向、银行声誉、银行规模、网站信息质量、网站有用性、网站易用性、交易制度、安全技术、社会规范对顾客的信任信念产生正向影响,顾客感知风险对顾客的信任信念产生负向影响。同时,顾客信任信念正向影响顾客信任意向。在识别出影响顾客信任的主要因素基础上,本文利用层次分析法确定指标权重,构建了用于评价网络银行顾客信任的评价指标体系,选择多层次模糊综合评判方法对顾客总体信任水平进行模糊度量,并给出实例。顾客是否选择使用网络银行与顾客对其信任度大小有关,只有顾客对网络银行的信任度超过一定的阈值,顾客才会使用网络银行,故而对网络银行顾客信任进行度量是十分必要的。由于信任的主观性、模糊性特点,本文选择模糊逻辑的方法建立了顾客对网络银行在使用前和使用后的信任度量模型,并利用Matlab提供的模糊逻辑工具箱进行实例仿真。网站是顾客与网络银行之间实现交互的平台,顾客对网络银行的信任首先建立在对网站信任上,因此本文基于顾客视角建立对银行网站的信任评价指标体系,并应用ELECTRE方法和三角模糊数方法对网站信任进行度量。本文对网络银行顾客信任问题的研究主要基于众多学者的研究成果,但同时更侧重于对信任问题的定量研究,希望本研究成果能够在丰富在线信任理论的同时,能够对网络银行的管理者提供决策支持。更多还原

【Abstract】 With the rapid development of modern information technology, the innovations in financial industry are created continuously. The emergence of Internet bank is a successful business innovation that broke the banks’management model continued for a hundred years. Some academics and bankers even deem Internet banks will replace traditional banks. Bill·Gates said "With the emergence of the Internet banks, the traditional banks will disappear in the 21st century like the extinct dinosaurs". In fact, Internet banks not only fail to replace the traditional banks but also face many difficulties in their development until now. Studies have shown that the real obstacle affecting its development is not the technology, but rather the customers’ confidence of using the Internet banks. The lack of the customers’trust has restrained the development of Internet banks’.Scholars in various fields have carried out much research relating to the trust issues.This paper analyzes the main factors impacting on the customers’trust to a Internet bank from four aspects including the customers, the bankers, the bank website and the environment. The empirical result shows that the personal trust propensity, the bank reputation, the bank scale, the perceived usefulness of a web, the perceived ease of a web, the information quality of a web, the transaction institution, the Internet security and the social norms positively influence the trust belief of a customer, but the perceived risk negatively influence the trust belief of a customer. At the same time, the trust belief of a customer positively influences the trust intention. Based these factors impacting the customer’s trust, the article designs the index system and applies AHP to determine the index weight. We choose Fuzzy Synthesis Evaluation to measure the synthesis trust degree.Whether customers choose to use Internet bank is relevant to their trust level, only customer trust degree exceeds a certain threshold, can customer use it. So it is necessary to measure customer trust to Internet bank. Due to the fuzzy and subjective characteristics of the trust, this paper establishes a trust measurement model based on the Fuzzy Logic Inference method, and uses the fuzzy logic toolbox in matlab to carry out an example.The customers’trust to a Internet bank is based on their trust to the website firstly because website is the interaction platform between customers and Internet banks, The paper establishes a website trust evaluation index system from the customer’s view, and then constructs a website trust evaluation model by using the ELECTRE method and triangular fuzzy method.The paper is based on many scholars’ researches, but it mainly focuses more on quantitative analysis to customer trust.The author hopes it would enrich online trust theory, in the meanwhile, it would provide the decision support for the managers in Internet banks.更多还原