网上银行顾客感知价值对银行顾客资产的影响的研究.pdf

网上银行顾客感知价值对银行顾客资产的影响研究 关键词：顾客感知价值；顾客资产；网上银行 II 网上银行顾客感知价值对银行顾客资产的影响研究 Impact of Consumer Perceived Value of Internet Banking on Consumer Equity of Commercial Bank Abstract With violent competition in the banking sector, the entry of foreign banks as well as the vigorous development of e-commerce, online banking is becoming one of the main channels of the banking sector to provide services. In recent years, Consumer Perceived Value has gradually become new source of competitive advantage. The study introduced 5 dimensions of Consumer Perceived Value of Internet Banking, Function Value, Emotion Value, Society Value, Self-Efficacy Value and Perceived Risk through data analysis. In addition, as customers’ contribution in their whole life, Customer Equity can be driven by Value equity, Brand equity and Relationship equity in the model of Rust (2000). The study constructs the impact model of Consumer Perceived Value of Internet Banking on Consumer Equity of Commercial Bank. The study investigates more than 300 customers of Internet Banking in Qingdao to get psychological questionnaires. Through using the statistical analysis software, the study carries through the hypothesis test. The result showed that most of the hypothese s are supported. The impact model of Consumer Perceived Value of Internet Banking on Consumer Equity is able to explain some phenomenon in the financial marketing, to provide more Perceived Value, and to develop more flexible marketing activities of financial enterprises under the guidance of these theories. Specifically, the mai