An Empirical Study of the Effect of Institutional Trust,Perceived Usefulness and Ease on the Consumers Usage Intention-Mobile Commerce as an Example

• Main Authors: Chien-Yean Chen, 陳建源
• Other Authors: Ming-Ten Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/96865088120841153630

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 97 === The importance of the financial services sector are getting increasing, the financial services sector is in line with the mission of both creating the public financial environment and enhancing the scale of business operations and the processes of innovative services which meets consumer demand. In addition to strengthen the integration of financial services and technological ability could build innovative and competitive financial markets which will be able to promote the overall economic development and better fulfill consumer demand. Based on excessive competition of the financial industry and the Red Sea obviously, it is only to strengthen the information technology, Internet application depth and width so as to reduce cost, increase the revenue and enhance the effectiveness of operational management. In this study, the consumer's point of standing by the system of trust mechanism-based theory (IBT), the expansion model of Technology Acceptance Theory, perceived risk and other related theories lies on to explore the impact of consumer use of mobile commerce / mobile Bank of the main factors. The results of this study are as follows: 1. Cognitive ease of use (perceived easy of use) is the biggest factor that affect the use of the intention, the usefulness of cognitive (perceived usefulness) the second, subjective norm the third. The perceived risk is not significant factor of impacting the intention business operations. 2. Through the subjective norm -government policies and peer pressure in addition to affect the "intent" directly, the still will be affected by the consumer awareness of the usefulness of business operations before the impact of "intent." 3. The system of Institution based trust-Institution-based structural Assurances and Institution-based situational Normality will be a significant impact on perceived risk and cognitive usefulness, but ultimately "perceived risk" for "intent" by the analysis of this study failed to significantly affect.