菲律賓網路銀行消費者採用行為研究

Abstract

世界各地的網路銀行使用者行為文獻已日趨豐富且受到廣泛討論，然而實證資料的採集目前大多仍集中於已開發國家之成熟市場，關注菲律賓網路使用之研究尚且不多。本篇論文以解構式計畫行為理論(Decomposed Theory of Planned Behaviour, Decomposed TPB)為理論基礎，深究菲律賓網路銀行的消費者採用行為以及使用行為。實證結果顯示，消費者的態度(Attitude)、主觀規範(Subjective Norm)、知覺行為控制 (Perceived Behavioural Control) 各自對消費者的使用行為有不同程度的影響力，實證數據可作為金融產業作為經營管理實務上之參考及應用。

Internet banking adoption was also researched in various regions and tested via different models; however, few investigated into the Republic of the Philippines. This study explores consumers’ adoption and usage behaviour in the Philippines with decomposed theory of planned behaviour as theoretical framework and verifies the hypotheses with empirical evidences. The result shows that attitude, subjective norm and behavioural control affect Filipinos’ usage behaviour with different influencing powers.