How Brand Image of Bank Influences TAM: A Case Study of Mobile Banking APP

• Main Authors: Tang, Chen-Yang, 湯晨暘
• Other Authors: Chen, Kai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/547c55

碩士 === 龍華科技大學 === 企業管理系碩士班 === 104 === The Financial Institutions have developed actively Fintech such as mobile banking APP for years, so the functions of all of them are almost the same, but the penetration is still low. We want to know how Brand Image of Bank influences potential users of mobile banking APP. As a clerk of bank, I am confronted by innovation of Fintech. Fintech not only simplifies process of inner transactions but also makes it possible to connect other industries, such as mobile payment and shopping. In cost analysis, it provides more resource like big data to let staff exert their ability on marketing by cutting down on staff number and investing in IT. From the point of view of customers, it makes baking everywhere and anytime, and enrichs their life. Finally, this paper discuss the daily Bankers customer brand awareness is mobile banking APP, for example, the use of technology acceptance model study using Google questionnaire survey, 222 questionnaires were returned, 13 parts of invalid questionnaires, 209 valid questionnaires by SPSS 19.0 analysis, research found that: 1. The demographic variables of each variables do independent sample T test of the brand image and often Bankers Mobile Banking APP convenience, mobile banking APP willingness to use no significant difference. 2. demographic variables of each variables do single factor analysis of the variables(one way ANOVA) often Bankers brand image and Mobile Banking APP convenience, mobile banking APP willingness to use no significant difference. 3. Analysis of the Pearson relevant Bank Mobile Banking APP brand image and ease of understanding, willingness to use mobile banking APP achieve significant correlation