Research in Corporate Network Banking Behavior-The Case of Customers of Taiwan Business Bank

• Main Authors: Ching-ming Chou, 周慶明
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/16569549148604675967

碩士 === 國立雲林科技大學 === 商管專業學院碩士班 === 100 === As the widespread of internet and personal computers, surfing internet has become an essential daily activity for everyone. Due to internet has free limits on time and locations, domestic banks have been proactively developing network banking to leverage those advantages. Traditional business model is therefore improved that service can be accessed online at home now instead of only offered in place of business. Customers are able to enjoy a variety of financial services offered by banks at any time and locations. However, as for network backing such an emerging trading model, whether customer demand and right are reached or protected during development is also a critical factor to the acceptance of network banking. Our study recruited corporate clients who have used the corporate network banking as participants. Data was collected through face-to-face in depth interviews with close observation to investigate critical factors that encouraged those corporate clients adopting the corporate innovative trading platform. We further investigated client’s appraisals on usage after they used it in order to provide constructive suggestions to small and middle banks in Taiwan to improve corporate network banking or develop other new e-business. A more satisfied trading platform can be introduced that will better fit customer demand. In Diffusion of innovation theory, users will experience 5 stages in the decision innovation process when they use new technology. Additionally, technology acceptance model suggests how users will accept or use innovative technology under influence of two factors, perceived usefulness (PU) and perceived ease-of-use (PEOU). After collecting samples from in-depth interviews with participants and analyzing data, the results indicated that customers compared corporate network banking with previous trading model sometimes, then they evaluate if it is worth changing or accepting new trading model. We founded the results are consistent to aforementioned theories.