消费者创新性对手机银行使用意愿的影响研究

探索消费者创新性对手机银行使用意愿的影响,基于技术接受模型,构建了消费者创新性影响手机银行使用意愿的假设模型,依据假设模型开展了问卷调查。通过AMOS17.0软件对调查数据和假设模型进行了结构方程模型检验。研究结果表明,消费者创新性对手机银行使用意向具有显著影响,其影响机制是通过消费者对手机银行易用性和有用性的感知影响消费者对手机银行的使用态度,进而影响手机银行使用意向。在此基础上对商业银行发展手机银行提出了实践建议。

Research on Mechanism of Consumer Innovativeness Influences Mobile Banking Behavioral Intention

Consumer innovativeness is defined as the tendency to buy new products more often and more quickly than other people. This article attempts to explore how consumer innovativeness influence mobile banking behavioral intention. Based on TAM,this article constructs a research model. In order to validate the model,this article used the AMOS17.0 software to analyze the data which were collected. The research results show that consumer innovativeness has a significant impact on using intention by effect perceived ease of use and perceived usefulness.