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FACTORS INFLUENCING THE ADOPTION OF MOBILE BANKING - THE BRAND PERSPECTIVE

机译:影响流动银行采用的因素 - 品牌视角

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摘要

The purpose of this study is to investigate the determinants of customers' satisfaction on M-banking and their intention to use M-banking by integrating Information Systems Success Model and the concept of brand images. The survey methodology was utilized and subjects included MBA students and business people in Taiwan. A total of 174 valid questionnaires were collected. Partial Least Squares was utilized to test the proposed model. The results indicated that information quality, service quality, and brand image affected customer satisfaction, while customer satisfactions had an impact on customers' intention to use M-banking.
机译:本研究的目的是调查客户对M-Banking的满意度的决定因素,并通过整合信息系统成功模型和品牌形象的概念来使用M-Banking的意图。利用调查方法,受试者包括台湾MBA学生和商界人士。收集了174名有效问卷。利用局部最小二乘来测试所提出的模型。结果表明,信息质量,服务质量和品牌形象影响了客户满意度,而客户满意对客户使用M-Banking的意图产生了影响。

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