Análisis de los factores determinantes de la lealtad hacia los servicios bancarios online

Cuadernos de Economía y Dirección de la Empresa Pub Date : 2011-01-01 DOI:10.1016/j.cede.2011.01.003

Joaquín Aldás Manzano , Carlos Lassala Navarré , Carla Ruiz Mafé , Silvia Sanz Blas

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引用次数: 21

Abstract

The rapid growth of online banking reflects its advantages over conventional branches. Many consumers, however, still only use online banking services sporadically, mainly to check balances and they avoid higher risk transactions. The aim of this study is to analyse the factors determining intensity of online banking services use, with a model which integrates the influence of perceived risk and trust in bank websites with the conceptual framework of Theory of Planned Behaviour (TPB). Risk has been measured as a formative construct. The hypotheses were tested on a sample of 511 online banking services users, using structural equation models. The results of the empirical study suggest that trust and the three variables of TPB (perceived control, subjective norm and attitude) positively influence loyalty. The role of trust is especially relevant as it also boosts the effect of attitude and reduces the negative effect of perceived risk. Finally, a set of managerial implications are considered.

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网上银行服务忠诚度的决定因素分析

网上银行的快速发展反映了它相对于传统分行的优势。然而，许多消费者仍然只是偶尔使用网上银行服务，主要是为了检查余额，并避免高风险交易。本研究的目的是分析决定网上银行服务使用强度的因素，采用一个模型，该模型将感知风险和对银行网站的信任的影响与计划行为理论(TPB)的概念框架相结合。风险已经被衡量为一个形成性的结构。使用结构方程模型对511名网上银行服务用户的样本进行了假设检验。实证研究结果表明，信任和感知控制、主观规范和态度三个变量对忠诚有正向影响。信任的作用是特别相关的，因为它也增强了态度的影响，减少了感知风险的负面影响。最后，考虑了一组管理含义。

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Cuadernos de Economía y Dirección de la Empresa

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