摘
要
摘要
近年来，随着互联网金融的快速发展使得客户行为模式发生变化，客户的
选择变得更加广泛，也更愿意追求简单快捷、移动方便的金融服务，这给传统
的银网点经营带来巨大的冲击。当下利率市场化的不断发展，导致依靠利差收
入成为银行盈利增长已经成为过去，商业银行向综合化经营模式转型迫在眉睫、
刻不容缓。为降低商业银行的运营成本，在给客户带来快捷、便利、个性化服
务体验的同时提升客户的满意度与黏性。众多银行纷纷引入新的自助终端对物
理网点进行智能升级，推进网点的智能化转型发展。
本文对 P市的 G银行自助终端用户接受影响因素进行了研究，结合 G银行
的实际情况，在原 TAM模型的基础上，加入感知风险、响应性、个创新性三个
变量，构建了本文的研究模型。然后针对使用 P市 G银行的自助智能终端设备
的客户发放调查问卷，通过对样本问卷的数据进行分析，得出影响客户接受自
助终端的因素包括：感知易性、感知有用、感知风险性、响应性、个体创新性。
其中感知易用性会对感知有用性产生正面影响，感知易用、感知有用、个体创
新性会对使用态度产生正面影响，感知风险性会对使用态度及使用意向产生负
面影响，感知有用性、响应性会对使用意向产生正面影响，使用态度对使用意
向产生正面影响，使用意向会对使用行为产生正面影响。
最后根据影响因素对 G银行智能自助终端提出了针对性的发展建议，包括：
利用自助终端设备进行风险提示、把控自助终端设备运营风险、提高银行管理
人员的警惕性、提高自助终端设备反应机制、建立及时应对故障机制、实现自
助终端设备的较长时间供应、坚持以客户为中心优化自助终端设备、丰富自助
终端设备的形式、银行工作人员遵循柔性引导原则。以此来提高使用 G银行智
能自助终端客户的满意度，从而增强 G银行的市场竞争力。
关键词：G银行；技术接受模型；自助终端
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Abstract
Abstract
In recent years, with the rapid development of Internet finance, the customer
behavior pattern has changed, the choice of customers has become more extensive,
and they are more willing to pursue simple, fast, mobile and convenient financial
services, which has brought a huge impact on the traditional banking outlets. As an
offline traditional network, although facing the huge impact of Internet finance, it is
still an important channel to improve customer satisfaction and customer stickiness.
Traditional commercial banks mainly rely on interest rate spread income as the main
profit. With the continuous development of interest rate marketization, it has become
the past to rely on interest rate spread income for bank profit growth. It is urgent for
commercial banks to transform to comprehensive business model. In order to reduce
the operating costs of commercial banks, while bringing customers fast, convenient
and personalized service experience, improve customer satisfaction and stickiness.
Many banks have introduced new self-service terminal equipment to upgrade their
physical outlets and promote their intelligent transformation and development.
This paper studies the influencing factors of self-service end-user acceptance of
bank G in P city. Combined with the actual situation of G bank, on the basis of the
Technology Acceptance Model（TAM）, this paper constructs the structural equation
model by adding three variables of perceived risk, responsiveness and innovation.
Then the questionnaire is issued to the customers of self-service terminal equipment
of G bank in P city. After analyzing the data of the sample questionnaire, it is
concluded that the factors influencing customers' acceptance of self-service terminal
equipment equipment include: perceived ease of use, perceived usefulness, perceived
risk, responsiveness and individual innovation. Among them, perceived ease of use
will have a positive impact on perceived usefulness, perceived ease of use, perceived
usefulness and individual innovation will have a positive impact on use attitude,
perceived risk will have a negative impact on use attitude and use intention, perceived
usefulness and responsiveness will have a positive impact on use intention, and use
attitude will have a negative impact on use intention, Use intention has a positive
impact on use behavior.
Finally, according to the influencing factors, this paper puts forward some
suggestions for the development of G bank's self-service terminal equipment,
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Abstract
including: using self-service terminal equipment for risk warning, controlling the
operation risk of self-service terminal equipment, improving the vigilance of bank
managers, improving the rapid response mechanism of self-service terminal
equipment, establishing a timely response mechanism, realizing the long-term supply
of self-service terminal equipment, improving the service quality of self-service
terminal equipment, and improving the service quality of self-service terminal
equipment Adhere to the customer-centered, optimize the self-service terminal
equipment, enrich the form of self-service terminal equipment, bank staff follow the
principle of flexible guidance. In order to improve G bank self-service terminal
equipment customer satisfaction, so as to enhance G bank's market competitiveness.
Key words: G Bank;Technology acceptance model;Self-service terminal
equipment
III
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