外文翻譯--消費者采用新的網(wǎng)上金融服務(wù)—以臺灣為例

1、<p><b>　　中文5454字</b></p><p>　　CONSUMERS' ADOPTION OF </p><p>　　ONLINE FINANCIAL SERVICES:</p><p>　　THE CASE OF TAIWAN</p><p><b>　　Chapter 1&l

2、t;/b></p><p>　　BACKGROUND OF THE PROBLEM</p><p>　　Due to recent advances in the past decade in telecommunication and computer</p><p>　　technology, the Internet has become the fas

3、test growing marketplace in the world and has emerged as the leading medium and innovative distribution channel for businesses. The Internet has transformed the traditional brick-and-mortar retail—where companies possess

4、 buildings and physical stores for operations—into ecommerce.</p><p>　　From the marketing perspective, e-commerce is associated with providing</p><p>　　deep information about products and compan

5、y, creating consumers' brand awareness,</p><p>　　facilitating commercial transactions, enabling product distribution, and strengthening</p><p>　　relationships with customers on the Web. Henc

6、e, the resulting changes brought about</p><p>　　by e-commerce are reshaping and revolutionizing all business areas, including the</p><p>　　financial services sector.</p><p>　　The fi

7、nancial services sector is one of the business areas that provides a variety of different financial services, including transfer of funds between bank accounts,</p><p>　　applications for bank loans, and buyi

8、ng and selling foreign currency, stocks, bonds,</p><p>　　mutual funds, and insurance (health, life, or auto insurance). Previous studies have</p><p>　　indicated that the financial services secto

9、r has been largely driven and most affected by developments of Internet and e-commerce. Financial institutions are opting to providetheir financial services over the Internet since financial institutions can enjoy distin

10、ct benefits of providing online financial services, for example, reduced operating costs, fast market expansion, effective customer relationship management, and service quality enhancement.</p><p>　　In Taiwa

11、n, traditional brick-and-mortar retail financial services remain the most</p><p>　　widely accepted method for buying and using financial services. However,Taiwan financial institutions are facing growing pre

12、ssure to cut operating costs and strengthen relationships with customers since Taiwan's further financial deregulation, following the entry into the World Trade Organization (WTO) in 2002, has helped foreign financia

13、l institutions with strong advantages of technology, and financial innovations accelerate the entry into Taiwan financial services sector. For several years and</p><p>　　Despite Taiwan financial institutions

14、' huge investments in online financial services systems, Taiwan consumers' adoption of online financial services has been slower than anticipated, that is, in Taiwan, online financial services systems were not us

15、ed as much as they could or should have been. Some online financial services are still in their infancy, while others are more mature. According to the latest survey conducted by MIC in 2005, the most used online financi

16、al service is theonline transfe</p><p>　　So far, online financial services research in Taiwan is still in its infancy stage and has received little direct academic attention. This suggests a need to understa

17、nd Taiwan Internet users' adoption behavior of online financial services and the need to identify the potential factors that may motivate or impede Taiwan Internet users' acceptance of online financial services.&

18、lt;/p><p>　　Purpose of the Study and Research</p><p><b>　　Questions</b></p><p>　　The purpose of this study is to identify the factors that may affect Taiwan</p><

19、p>　　consumers' adoption of online financial services. Both theoretical and empirical studies associated with the adoption of information technology (IT) provide a framework to examine the Taiwan consumers' ado

20、ption of online financial services technologies. Based on previous literature related to the general adoption of IT, those potential factors are (a) perceived usefulness, (b) perceived ease of use, (c) perceived privacy

21、protection,(d) perceived security, (e) convenience, (f) previous Internet-r</p><p>　　Following the above purpose, the research questions of this study are the following:</p><p>　　RQ1: What are t

22、he relationships between those theoretical factors and Taiwan</p><p>　　consumers' intention to use online financial services?</p><p>　　RQ2: Are there any significant differences in theoretic

23、al factors between online</p><p>　　financial services adopters and non-adopters? </p><p>　　RQ3: Are there any significant differences in Taiwanese intention to use online</p><p>　　f

24、inancial services between online financial services adopters and non-adopters?</p><p>　　RQ4: Can the theoretical factors in Research Questions 1,2, and 3 predict future</p><p>　　online financial

25、 services adopters or non-adopters?</p><p>　　Importance of the Study</p><p>　　As noted, Taiwan financial institutions are facing growing pressure to cut operating costs and strengthen relationsh

26、ips with customers since Taiwan's further financial deregulation, following the entry into the World Trade Organization (WTO) in 2002, has helped foreign financial institutions with strong advantages of technology, a

27、nd financial innovations accelerate the entry into Taiwan financial services sector. In spite of Taiwan financial institutions' great efforts to provide easier and more</p><p>　　services has been slower

28、than anticipated (MIC, 2005).</p><p>　　Currently, online financial services research in Taiwan is still in its infancy stage</p><p>　　and has received little direct academic attention. Therefore

29、, more academic attention</p><p>　　should be paid to the study, helping to understand the potential factors that may motivate or impede Taiwan Internet users' adoption behavior of online financial servic

30、es. Once these factors are understood and identified, it may be possible to help Taiwan financial institutions and other interested parties formulate appropriate marketing strategies and design effective online financial

31、 services systems so that Taiwan financial institutions can accelerate the diffusion of online financial service</p><p>　　In addition to the important practical contributions to online financial services, th

32、is study could be modified and applied to other online services—for example, online education, online auction services, and online publishing services—by adopting the theoretical factors presented in this research.</p

33、><p>　　Definitions of Terms</p><p>　　Consumer Innovativeness refers to "the predisposition to buy new and different</p><p>　　products and brands rather than remain with previous c

34、hoices and consumption pattern". Consumer innovativeness can be used as a predictor to measure the extent to which an individual is relatively earlier in adopting an innovation.</p><p>　　Convenience ref

35、ers to how easy customers can conduct transactions and denotes the time and effort put into purchasing a product or using a service.</p><p>　　Company Reputation refers to "the extent to which buyers be

36、lieve a selling</p><p>　　organization is honest and concerned about its customers".</p><p>　　E-commerce refers to "a wide variety of Internet-based business models.</p><p>

37、;　　Typically, an EC strategy incorporates various elements of the marketing mix to drive</p><p>　　users to a Web site for the purpose of purchasing a product or service".</p><p>　　Financial

38、 Institutions refers to banks, insurance companies, investment firms, and</p><p>　　brokerages.</p><p>　　Intention refers to "a person's location on a subjective probability dimension<

39、;/p><p>　　involving a relation between himself and some action".</p><p>　　Online Financial Services refers to online transfers of funds between bank accounts, online bank loan applications, an

40、d the buying and selling of foreign currency, stocks,bonds, mutual funds, and insurance over the Internet.</p><p>　　Perceived Usefulness refers to "the extent to which a person believes that using the s

41、ystem will enhance his or her job performance".Perceived Ease of Use refers to "the extent to which a person believes that using the system will be free of effort".</p><p>　　Previous Internet-

42、Related Experience refers to the previous experience of using the computer and the Internet.</p><p>　　Privacy refers to "the rights of individuals and organizations to determine for</p><p>

43、　　themselves when, how, and to what extent information about them is to be transmitted to others".</p><p>　　Security refers to "the extent to which one believes that the World Wide Web is</p>

44、<p>　　secure for transmitting sensitive information".</p><p>　　World Trade Organization (WTO) refers to "the only global international</p><p>　　organization dealing with the rul

45、es of trade [among] nations. At its heart are the WTO</p><p>　　agreements, negotiated and signed by the bulk of the world's trading nations and ratifiedin their parliaments" (World Trade Organizatio

46、n [WTO], 2008).</p><p><b>　　Chapter 2</b></p><p>　　LITERATURE REVIEW</p><p>　　To understand the factors and how those factors influence Taiwan consumers'</p>

47、<p>　　adoption of online financial services, several areas of literature need to be examined. The first section presents a general introduction to Taiwan Internet users' profiles and</p><p>　　busine

48、ss-to-customer (B2C) e-commerce in Taiwan. The second section aims to provide the theoretical background for this study, the technology acceptance model (TAM). Then, the research framework is presented. Finally, the rese

49、arch hypotheses are developed and presented.</p><p>　　Taiwan Internet Users' Profiles and Business-to-Consumer (B2C)</p><p>　　Electronic Commerce in Taiwan</p><p>　　To cope with

50、 the growing challenge of the digital world, in June 2002, the Taiwan</p><p>　　government launched the e-Taiwan project as part of Taiwan's 6-Year National</p><p>　　Development Plan. The e-T

51、aiwan project is composed of five major parts: (a) e-Industry,(b) e-Government, (c) e-Society, (d) e-Transportation, and (e) the 6 million broadband users. It aims at expanding the information and communications infrastr

52、ucture across Taiwan, improving government efficiency, promoting the quality of life of the Taiwanese people, and enhancing domestic industry competitiveness. The ultimate goal of the e-Taiwan project is to turn Taiwan i

53、nto a high-tech, green, silicon isl</p><p>　　Taiwan Internet Users' Profiles</p><p>　　According to a statistical report released by the Taiwan National Communications Commission (NCC) (2008)

54、, in 2007 the total Internet users' population reached 14.8 million (see Figure 1), accounting for 64.4% of Taiwan's population (see Figure 2). It is worth noting that the mobile Internet segment has displayed th

55、e fastest growth in the past 5 years, with subscribers in 2007 holding 80% of Taiwan Internet users (see Figure 1) and representing 51.3% of total Taiwan inhabitants (see Figure 2). A</p><p>　　Commerce in T

56、aiwan</p><p>　　E-commerce (EC) was introduced in 1994 to advertise and market products on the</p><p>　　Web and refers to "a wide variety of Internet-based business models. Typically, an EC

57、strategy incorporates various elements of the marketing mix to drive users to a Web site for the purpose of purchasing a product or service".</p><p>　　Today, EC offers numerous benefits of doing busines

58、s on the Web. For example,</p><p>　　EC offers new business opportunities for distributing channel options for services and facilitates the development of new products and services for businesses. With compe

59、titive pricing and costs maintained, EC enhances businesses' abilities to adapt their offerings to suit the specific needs and tastes of each customer. In addition, EC streamlines information transfer by offering dir

60、ect, quick connections with customers, distributors, and suppliers. From the global marketing perspective, EC pro</p><p>　　In general, EC is divided into three sub-fields as follows:</p><p>　　1.

61、 The linking of a firm to its forward and backward channel allies (e.g., retailers,</p><p>　　distributors and suppliers), that is, EC between firms (B2B)</p><p>　　2. The commercial activities be

62、tween firms and final customers (B2C)</p><p>　　3. The management within the enterprise, which focuses on supporting corporate</p><p>　　activities and the integration of departmental activities.

63、For the purpose of this study, the focus is primarily on B2C e-commerce, although other sub-fields of EC—for example, B2B—are worth further study. Concerning the importance of B2C e-commerce, Melian-AIzola and Padron-Rob

64、aina (2007) stated that B2C e-commerce is important for the development of customer relationship, and its importance is growing steadily. In the past several years, B2C has undergone explosive growth around the world, an

65、d</p><p>　　Generally speaking, the B2C business model can be classified into the following</p><p>　　seven major categories:</p><p>　　1. Portals, such as Yahoo.com and AOL.com, which

66、 provide Internet users with</p><p>　　Web search tools and an integrated package of content and services, such as news and email</p><p>　　2. Online retail stores/E-tailers, such as Walmart.com,

67、which allow customers to</p><p>　　purchase goods online</p><p>　　3. Content providers, such as WSJ.com and Sportlines.com, which deliver</p><p>　　information content, e.g., digital

68、music, video, and news, to Internet users</p><p>　　4. Transaction brokers, such as Etrade.com and Travelocity.com, which process</p><p>　　transactions for online consumers</p><p>　　

69、5. Market creators, such as Ebay.com, which create electronic markets for online</p><p>　　buyers and sellers</p><p>　　6. Service providers that sell Internet users intangible products and servic

70、es, such</p><p>　　as online legal services at BlueFlag.com and online storage services at xDrive.com</p><p>　　7. Community providers that create a virtual environment where like-minded</p>

71、<p>　　people can share their common interests with others and receive interest-related</p><p>　　information; for example, Friendster, a popular online community aims at helping</p><p>　　I

72、nternet users find genuine friendships and expand their social network through the Web.</p><p>　　Since the introduction of B2C, it has prospered in western industrialized countries,</p><p>　　suc

73、h as the U.S. and EU member countries. However, many studies have indicated that developing countries like Taiwan, Turkey, and Brazil have shown strong e-market potential and have achieved remarkable growth of B2C in rec

74、ent years.</p><p>　　EC was first introduced to Taiwan in 1997. Since then, the Taiwan government has been actively providing a sound and safe environment that fosters the development ofbusiness-to-business (

75、B2B) and business-to-consumer (B2C). For instance, the Taiwan government and legislative council attempted to lay a solid legal foundation for EC by passing or revising the Intellectual Property Rights Law, the Open Info

76、rmation Act, the Telecommunications Act, the Copyright Act, and related criminal laws. In add</p><p>　　initiated the e-Taiwan project to improve government efficiency, promote the quality of life of Taiwan p

77、eople, and enhance domestic industry competitiveness by means of</p><p>　　encouraging and facilitating the development of EC. As reported by the Economist</p><p>　　Intelligence Unit (2007), the

78、total investment in this project will reach NT$ 30 billion bythe end of 2008. By outsourcing 80% of this investment to the domestic private sector, the Taiwan government expected that the business world would generate NT

79、$100 billion revenue, creating at least 20,000 new jobs.</p><p>　　In recent years, the Taiwan B2C market had explosive growth, due mainly to the</p><p>　　fast expansion of broadband services and

80、 mobile Internet services (see Figure 1). As can be seen in Figure 4, the total B2C transaction value increased to NT$ 143,808 million in December 2007, up from NT$93,491 million at the end of 2006, and the average annua

81、l growth rate (AAGR) of Taiwan's B2C transaction value is around 56.2% for the period 2003-2007. It is estimated that the total Taiwan B2C market will reach NT$241,700 million by 2010 (Taiwan Ministry of Economic Aff

82、airs, 2006).</p><p>　　In addition, according to MIC (2007), the major product categories Taiwanese</p><p>　　purchased online in 2007 were (a) beauty products; (b) apparel; (c) computers,</p&g

83、t;<p>　　communication, and consumer electronics (3C) products; and (d) books. Payment</p><p>　　collected by convenience stores and online payments via credit card were the most</p><p>　　w

84、idely accepted payment methods in Taiwan's B2C market, followed by ATM transfer,and then payment against delivery.</p><p>　　Also, respondents expressed their main concerns when conducting B2C activities,

85、 which were, first and foremost, product quality issues because people couldn't feel or</p><p>　　touch the products before placing the order; then, quality of after-sales service; and</p><p>

86、;　　finally, transaction security and privacy protections (MIC, 2007).</p><p>　　As shown in Figure 5, TAM suggests that the beliefs, perceived usefulness, and</p><p>　　perceived ease of use, are

87、influenced by external variables and jointly determine the</p><p>　　attitude toward using IT. In TAM, the perceived ease of use is also a factor affecting</p><p>　　perceived usefulness. Then, pe

88、rceived usefulness, as well as attitude toward using IT,</p><p>　　has positive influence on behavioral intention to use IT. Finally, behavioral intention touse IT leads to actual IT use.</p><p>

89、　　Since the introduction of TAM in 1986, a number of studies have applied it in a</p><p>　　broad variety of IT applications to predict user acceptance behaviors of computer</p><p>　　technologies

90、, such as (a) wireless Internet, (b) word processors, (c) email and voice mail, (d) enterprise resource planning systems (ERP), (e) database management system software, and (f) online shopping.</p><p>　　Dete

91、rminants of Technology Acceptance Model (TAM):</p><p>　　External Variables</p><p>　　According to Davis et al. (1989), external variables, such as training,</p><p>　　documentation, a

92、nd user support consultants, have significant influence on perceived ease of use. Also, system features, for example, menus, icons, mice, and touch screens, are considered important external variables directly affecting

93、perceived ease of use.</p><p>　　On the other hand, perceived usefulness can be viewed as a joint function of</p><p>　　external variables and perceived ease of use. External variables, such as th

94、e objective</p><p>　　system design characteristics and learning based on feedback, have positive direct effects on perceived usefulness besides perceived ease of use (Davis et al., 1989). For example, assume

95、 that there are two 3D computer animation programs that are equally easy to use. If one of the 3D computer animation programs produces objectively higher quality images than the other equally easy-to-use one, the animati

96、on program with objectively higher quality images will be seen as the more useful one.</p><p>　　Perceived Usefulness and Perceived Ease of Use</p><p>　　TAM postulates that attitude toward using

97、IT is jointly determined by two beliefs:</p><p>　　perceived usefulness and perceived ease of use (see Figure 5). Perceived usefulness is</p><p>　　defined as "the extent to which a person be

98、lieves that using the system will enhance</p><p>　　his/her job performance". In TAM, perceived</p><p>　　usefulness has positive direct impact on both attitude and behavioral intention (see

99、Figure5). It is expected that users would accept a particular IT if they believed that this IT would help them to achieve a desirable outcome of job performance; hence, the greater perceived usefulness of utilizing a par

100、ticular IT is the more likely consumer intent to use this particular IT.</p><p>　　As for perceived ease of use, this refers to "the extent to which a person believes</p><p>　　that using the

101、 system will be free of effort". TAM posits that perceived ease of use positively affects perceived usefulness. The reason is that effort saved by improved perceived ease of use can enable people to do a better job

102、or accomplish more at work, thus enhancing their job performance. Other things being equal, the easier a certain IT can be learned or used, the more useful it will be perceived. In addition, perceived ease of use is post