社会化媒体环境下用户使用银行在线业务意愿的影响因素研究

目的]社会化媒体与社交网络的迅猛发展，驱动银行开始在其网站中嵌入各种社会化工具，为用户提供社会化服务。在这种环境下，影响用户使用网上银行的因素较传统互联网环境相比可能会发生变化。因此本研究聚焦于社会化媒体环境，探究该环境下影响用户使用网上银行意愿的影响因素。方法]通过情景式问卷收集用户数据，采用相关性分析、多元回归分析、方差分析等方法进行数据分析。结果/结论]在社会化媒体环境下，信息支持不仅可以直接正向影响用户对网上银行的使用意愿，还可以通过网站设计对用户使用意愿产生间接影响；情感支持可以通过正向影响网站设计而对用户使用网上银行的意愿产生间接影响；感知有用性、感知易用性、网站设计均可以直接正向影响用户的使用意愿，而感知风险则对用户的使用意愿具有直接的负向影响。此外，主观规范虽不能直接影响用户使用网上银行的意愿，但可以通过感知有用性对其产生间接地影响。

Understanding Factors Influencing Internet Banking Adoption in the Social Media Environment

Objective]The rapid development of social media and social network has driven banks to embed different kinds of social stimuli in their websites to provide users with socialized services.Thus the factors that influencing users' acceptance of Internet banking in the era of social media may different from the traditional internet environment.This study focused on social media environment,explored the factors that may influence the users' intention to use Internet banking in social media era.Methods]Used situational questionnaire to collect user data,used correlation analysis,multipled regression analysis and variance analysis to analyze the data.Results/Conclusions]The results indicated that,in the era of social media,users' intention to use Internet banking was positively affected by perceived usefulness,perceived ease of use,website design,informational support,emotional support,subjective norm,specifically, subjective norm only had indirect impact on user's intention through perceived usefulness,whereas emotional support could only influence user's intention indirectly via website design.Both informational and emotional support positively affected website design.The results also suggested negative influence of perceived risk on user's intention to use Internet banking.