居民手机银行使用行为影响因素研究--以江苏省泰州市为例

基于对江苏省泰州市居民选择手机银行行为的调查,收集数据,建立Logistic模型对影响居民手机银行使用行为的显著因素进行分析,结果表明:教育程度、周围人使用情况、对手机银行安全性的认知、对手机银行界面美观操作舒适的认知对泰州地区居民选择手机银行行为有显著影响,并从银行和政府职能角度提出建议,以期对手机银行的发展产生积极影响。

Study on Influencing Factors of Residents’ Behavior of Using Mobile Banking Service-A Case Study of Taizhou City,Jiangsu Prov-ince

Based on an investigation of residents ’ behavior of using mobile banking service in Taizhou City , Jiangsu Province, factors signifi-cantly affecting residents’ behavior of using mobile banking service were analyzed after data collection and establishment of Logistic model .The results showed that four factors (residents’ educational background, the number of surrounding people using mobile banking service, the security of mobile banking service, and the convenient interface and comfortable operation) had evident effects on residents’ behavior of using mobile banking service.Moreover, some suggestions were proposed from the aspects of banks and government functions to promote the development of mobile banking service.