网络银行用户忠诚形成机理的实证分析

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1、西南交通大学硕士研究生学位论文第

2、I页AbstractInrecentyears，thepopularityofwebservicesleadsmoreandmorepeopletoacquireproductsandservicesonline．“2012ChinaElectronicBankingSurveyReport’’showsthatChina’Se-bankingbusinessgrowthforthreeconsecutiveyears，theproportionofChina’Spersonalonlinebankinguse

3、rsis30．7％in2012，ofwhich40％ofusershavemultipleonlinebankaccounts．Asmoreandmorecustomersusetheonlinebankingservice，thecompetitionforcustomersamongnetworkbankbecomesmoreintense．Meanwhile，comparedwiththetraditionalcounterservices，onlinebankingserviceshaveadvantagesoflesscostandh

4、igherflexibility．Therefore，howtosuccessfullycarryoutonlinebankingonlinebankingservices，gainmorecustomersandestablishgoodbusinessrelationshipswithclientshaveanimportantimpactonthefuturedevelopmentofnetworkbanks．Inthispaper，wedeveloptheonlinebankingservicequalityscaleonthebasi

5、softhe·SERVQUAandthedevelopmentofChina’SInternetbankingtoexploretheformationofonlinebankinguserloyaltyandprovideatheoreticalbasisandguidanceforChina’Sbankingservice．Bythepre—survey,wegetinternetbankingservicequalityscaleconsistingofeaseofuse，functionality,personalizedservice

6、andreliability．Onthisbasis，thispaperdiscussestheimpactofInternetbankingservicequalityscale，corporateimageandswitchingcostsontcustomersatisfaction，consumertrustandconsumerloyalty,thenproposethemechanismoftheformationofonlinebankinguserloyalty．WeuseAmos17．0toanalyzetheirdata，a

7、ndresultsshowthat：(1)functionality,easeofuseandpersonalizedservicessignificantlyaffectonlinebankingusersatisfaction，andinturnenhancethedegreeofinfluence；(2)thereliabilityofthenetworkservicequalityhasapositiveimpactonconsumertrust；(3)customersatisfactioninfluencetheformationo

8、fcustomerconfidence，andcustomertrusthaveasignificantpositiveimpactoncustomerloyalty；(4)easeuseofsitehaveapositiveeffectpositivetransfercosts，andtransfercostssignificantlyaffecttheformationofonlinebankingcustomerloyalty；(5)corporateimagehasdirectinfluenceoncustomerloyaltyrath

9、erthanthroughcustomertrusttoaffectcustomer西南交通大学硕士研究生学位论文第lII页loyalty．Thisp