Exploring the Influence Factors of Mutual Fund Trading System on Internet Bank with the TAM

• Main Authors: Hau-Chern Hsu, 徐浩宸
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/8j5knu

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 95 === With the fast growing amount of internet users and the change from the customer’s consuming habit, internet has brought us the limitless possibilities to electronic commerce, of course, also including the rise of network financial banking services. The network bargain can provide quickly, immediately, and anonymous banking service without any limitation of the working time. More and more people do the investment via internet rather than the physical bank now. To cope with the radical changes and to compete in domestic market, most banks will offer electronic business transaction banking systems to facilitate their customers to do bank business transactions and provide price competition advantage and abundant mutual fund information. This research is to explore the relationship between the perceived usefulness, perceived ease of use, mutual fund knowledge, computer self-efficacy and service convenience; in addition, we would like to know the impact from them on the intention of internet investment via the technology acceptance model. The purpose of this study is to provide some suggestions to the financial institution while promoting mutual fund trading system on internet bank. A structure questionnaire was used for collecting related information. The statistic used for data analysis by SPSS. The major findings of this research are summarized as following: 1. Significant positive relation exists between “the fund product knowledge of the user”, “obtain to trade convenience” and “follow-up to serve convenience” in the fund network trade . 2. Significant positive relation exists between “the computer self - efficacy”, “decision and benefit convenience” through the Perceived Usefulness and ease of use to mutual fund trading system on internet bank. 3. In aspect of the fund network, the customer valued as most important of the service convenience are “obtain to trade convenience”, “decision and benefit convenience” and “follow-up to serve convenience”. 4. Significant positive relation exists between “the fund product knowledge of the user” and “follow-up to serve convenience” to mutual fund trading system on internet bank of experienced user compares with non- experienced user. 5. Significant positive relation exists between the “the fund product knowledge of the user”, “decision and benefit convenience” and “follow-up to serve convenience” to mutual fund trading system on internet bank of female compares with a male.