感知风险和信任在网络银行采用中的角色研究

网络银行已经成为银行业保留老顾客和获取新顾客的一种新兴的服务渠道,而有关顾客采用网络银行的影响因素的研究也越来越引起学者们的兴趣和关注。感知风险和信任是网络银行顾客最为担心的因素,但这似乎并没有引起学者们的足够重视。本研究的重要意义在于,在具体的网络银行环境下,以科技接受模型为基础,在认知建构中增加感知风险和信任等变量,从而对网络银行的采用意图进行理论探讨和实证检验。

Study of Roles of Perceived Risk and Trust in the Customers' Adoption of Internet Banking

The internet banking is a new service channel for the banks to maintain the existing customers as well as to capture new ones.Meanwhile,the studies as to the factors affecting the customers' adoption of online banking are arousing the interest and attention of more and more scholars.However,these scholars as if do not take the factors of trust and perceived risk seriously enough which the customers concern most.The importance of this study is to investigate the factors influencing the customers' adoption of internet banking theoretically and empirically by adding trust and perceived risk to the cognitive constructs on the basis of technology acceptance model under the circumstances of the internet banking.