基于人口统计变量的个人网上银行感知风险实证研究-企业管理专业论文.docxVIP

III III Abstract In recent years, with the rapid development of communication network technology, especially the popularization of Internet, great changes have taken place in the consumption concept and the whole business system. China has witnessed the flourishing development of the convenience and rapidity of individual internet bank, which can also help to economize social resources. Thus, in order to gain advantages of individual internet bank, it is necessary to first occupy fine guest sources and big market shares. However, we still do not fully grasp what factors cause some consumers to open the individual internet bank and what factors prevent some consumers from opening it; we still do not completely master what measures can motivate consumers to open the individual internet bank and what measures can inspire those consumers having opened the individual internet bank to continue their service-fulfillment. Aimed at the above problems, proceeding from the consumer’s angle, through the analysis of the consumer perceived risk, this research has a deep understanding of the consumer’s psychology and behavior about individual internet bank opening. Furthermore, this thesis makes some enlightening proposals about marketing strategies of individual internet bank. Firstly, this thesis elaborates the definition of risk and perceived risk and the theory about dimension and measurement modes. Then, based on the analysis of perceived risk produce and the related theories of individual internet bank, this thesis expounds the perceived produce during the consumer’s use of individual internet bank. Finally, this thesis conducts an empirical research of different demographic variables of consumers for the purpose to better understand the perceived risk produced in the opening process of individual internet bank. On the basis of previous research achievements of An and Toe、Featherman and Pavlou，and Jing Miao, the empirical research in this thesis constructs a research frame w