【摘要】 顾客担心个人隐私信息得不到有效保护是其不愿意使用网络银行的主要原因之一。研究表明,在网站上张贴隐私协议和隐私印章,能提高顾客对网络商家的信任和使用意愿。为此,本文以网络银行为研究背景,以理性行为理论为基础,探究隐私协议、隐私印章对我国网络银行顾客信任及其使用意向的影响作用,并应用结构方程方法进行实证研究。通过对198个有效调查样本的研究结果表明:隐私协议、隐私印章两者既会直接正向影响顾客对网络银行的信任和使用意向,又会通过信任这一中介变量,对顾客的使用意向产生间接正向影响。更多还原

【Abstract】 Customers are unwilling to use online bank because they are worried about their privacy safety.The results show that: by publishing privacy agreement or posting the privacy seal on their website,Internet shops can improve customers’ trust and foster customers’ intention to transaction.This paper chooses the online bank for our study,tests the effect of privacy agreement and privacy seal on online bank’s customer trust and intention.A survey among 198 customers was conducted and a structural equation modeling approach was used to gain the following conclusion: that privacy agreement and privacy seal both have a direct positive effect on the customer’s intention to use online banking,also,have an indirect positive effect through customer trust.更多还原