| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 100 === With technological innovation and e-commerce to flourish, the patterns of the banking business are changing rapidly, and mobile network applications subvert tradi-tional banking business models and service concepts, opening a new era of disruptive innovation in the banking industry. Financial service is no being restrict to time and space constraints, and it can provide 24 hours year-round, non-boundary service. Bank-ers invested considerable time, manpower and capital in the development of mobile banking system, but the results are still limited. The main reason is the actual consumers of mobile banking, are still small. Therefore, the research on the technology acceptance model for the basic theory, combined with the trust and viscosity, the development framework of consumer intention to use mobile banking, and expect to understand the consumers to use mobile banking will demand and acceptance, thus achieving a win-win state of the consumer and the banking sector.
This study results showed that smart phone users in mobile banking perceived use-fulness, perceived ease of use, trust for the attitude of use has a positive influence. Smart phone users in the perceived usefulness of mobile banking has a positive impact on the usage intention. Smart phone users attitude in mobile banking has a positive im-pact on the usage intention.Smart phone users trust in mobile banking has a positive impact on the viscosity. Smart phone users’ usage intention in the mobile banking has a positive impact on the viscosity. Smart phone users viscosity in the mobile banking has a positive impact on the usage intention. The above findings, hoping to help the banking sector depth understanding of consumer expectations and attention demand for mobile banking, as the banking industry to promote mobile banking, marketing plan reference.
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