移动金融顾客价值需求维度及测评体系构建——以智能手机银行服务为实证

移动网络技术推动了金融服务业的发展变革,顾客的移动金融服务需求增长迅速.研究以智能手机银行服务为实证,剖析顾客价值需求维度及反映变量,探索银行业基于顾客导向的价值创新空间.通过探索性和验证性因子分析方法,论证手机银行用户的顾客价值需求维度及其结构,构建二阶因子模型,开发各维度的测评体系.研究发现,移动金融服务顾客价值作为一个潜因子型多维构念,包括服务效能价值、安全保证价值、信息智慧价值、道德信誉价值和虚拟体验价值等五项维度,二阶因子模型得到证实,各维度的测评体系量表具有测量的适用性和可靠性.

Research of Dimension Structure and Evaluation System of CustomerPerceived Desired Values in Mobile Financial Services——An Empirical Study on Smart Mobile Banking Services

With the promotion of mobile network technology, great developments and changes have taken place in the financial services industry, and the customers's needs of online mobile financial services are growing rapidly.This study explores the dimensions and structure of customer perceived desired values in mobile financial services with the construction of a second-order factor model, and tries to design assessment scales of each dimension by using exploratory and confirmatory factor analysis.The result shows that the latent variable measurement models possess good reliability and validity, and that as a latent factor of multidimensional construct, the customers's perceived desired values in mobile financial services consist of service efficiency, security assurances, information wisdom, moral credibility and virtual experience.The second-order factor model is confirmed, and the evaluation scales of each dimension possess applicability and reliability of the measurement system.