网上银行的采用比较发达国家和发展中国家外文翻译.docx
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网上银行的采用比较发达国家和发展中国家外文翻译.docx
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网上银行的采用比较发达国家和发展中国家外文翻译
外文题目:
IneternetBankingAdoption:
ComparingDeveloped
AndDvelopingCountries
出处:
JournalofComputerInformationSysterms
作者:
Y.Y.YUEN,PAULH.P.YEOW,NENALIM
原文:
1.INTRODUCTION
AdoptionofInternetbankingservices(IBS)indeveloped(e.g.,theUnitedStates(U.S.)andAustralia)anddeveloping(e.g.,Malaysia)countriesisgrowing.IBSwasfirstavailableintheU.S.in1994[9],inAustraliain1999[3],andinMalaysiain2000[4].Asoftheyear2007,16.6%ofthe307millionU.S.population[9],42%ofthe21millionAustraliapopulation[3],and16%ofthe25millionMalaysiapopulation[4]wereIBSusers.EventhoughInternetbankingisregardedasoneofthemostpowerfuldeliverychannelsthatallowsbankstoexpandtheircustomercontactthroughincreasedgeographicalreachandlowercostdeliverychannels,thereisnopointforbankstoinvestinIBSiftheservicesareneitherwantednoracceptedbytheircustomers[7,22].Therefore,itiscrucialforbankstounderstandtheimportantfactorsthatleadtotheadoptionofIBS.Thiswouldhelpbankstomaximizereturnontheirinvestmentsandmaintainacompetitiveadvantage[11,15,31].Inaddition,IBSisaglobalserviceofferedtoanyconsumerfromanycountry.Therefore,banksworldwidemustunderstandtheculturaldifferencesofdevelopedanddevelopingcountriestobeabletocustomizetheirIBStomeetcustomerneedsinvariouscountries.DespitetheimportanceofunderstandingIBSadoptionfromthecontextofculturaldifferences,thisissuewasnotaddressedinpreviousstudies.MoststudiesfocusednarrowlyonthepositiveaspectsofIBS.Forexample,Erikssonetal.[15]andPolatogluandEkin[31]focusedontheeffectsoftrust,relativeadvantage,andtrialabilityonattitudetowardusingIBS.OtherstudiesmainlyconcentratedontheinfluenceofperceivedsecurityonIBSacceptance[11,33].LiteraturesuchasGerrardandCunningham[17]andSaythe[33]didnottestthevalidityandreliabilityofconstructs.
TheobjectiveofthepresentstudyistoexamineandcomparecrucialfactorsaffectingconsumeracceptanceofIBSintwogroupsofculturallydifferentcountriesi.e.thedeveloped(theUnitedStatesandAustralia)anddeveloping(Malaysia)countries.ThestudyisthefirstresearchthataddressesculturaldifferencesofIBSadoptioninthesecountriesbyapplyingHofstede’s[21]culturaldimensionsi.e.individualism,uncertaintyavoidance,andpowerdistance.ItisalsoapioneerresearchthatappliesUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)model,atheoreticallysoundandempiricallytestedmodeltoIBSadoption.Itaddressestworesearchquestions.First,doesnationalcultureplayaroleinaffectingconsumerperceptionsonfactorsthatinfluencetheuseofIBS?
Second,doesnationalcultureinfluenceconsumers’intentiontoadoptIBS?
Practically,thisstudyhelpsbanksworldwidetobetterunderstandtheneedsoftheirculturallydiverseglobalconsumersandprovidesrecommendationstoaddressconsumers’specificneeds.ThisinturnshouldincreaseIBSadoption.
1.1TheCulturalFactors
Todate,mostIBSstudiesfocusonspecificcountriessuchasAustralia[25,33,42],Malaysia[11,41,43],Singapore[17,24],Finland[30]andTaiwan[22].ThenumerousstudiesonIBSinindividualcountriesshowtheimportanceofcountryorculturalfactorinIBS.SeveralstudiescomparedIBSindifferentcountriesbutnoneaddressedtheculturaldifferences.Forexample,acomparisonofIBSadoptionamongusersin15EuropeanUnioncountriesshowsthatIBSismorecommonlyusedinNordicandMiddle-EuropeancountriesthanSouthern-Europeancountries[19].Resultsshowthatsocio-demographicvariablessuchasageandprofessionhaveasignificantimpactontheuseofIBS.Inanotherstudy,comparisonsweremadeontypesofIBSofferedinMalaysiaandThailand[20].ResultsshowthatMalaysianbanksofferslightlymoresophisticatedbankingservicesthanThaibanks.Thesestudiesdidnotconsidertheculturalfactorinthecomparison.Tofillthisgap,thisstudyexaminesIBSadoptionfromtheperspectiveofdeveloped(theU.S.andAustralia)anddeveloping(Malaysia)countrieswithdifferentcultures.
1.2CulturalDifferencesamongtheU.S.,Australia,andMalaysia
StudieshaveusedHofstedeculturaldimensionstoexplainculturaldifferencesondifferenttopicssuchasvirtualcommunitiesinBangladeshandtheU.S.[36].Burˇeiketal.[8]usedpowerdistanceanduncertaintyavoidanceindicestoexplaindifferencesinorganizationalgovernanceandmanagerialstyles.TheculturaldifferencesamongtheU.S.,Australia,andMalaysiaareclearlydemonstratedbyHofstede’sfiveculturalindices(Table1).AmericanandAustralianculturesarehighonindividualism(IDV=91and90respectively)butlowonpowerdistance(PDI=40and36respectively)[21].Onthecontrary,Malaysiancultureislowonindividualism(IDV=26)buthighonpowerdistance(PDI=104)[21].MalaysiansalsohavehighertoleranceofuncertaintythanAmericansandAustralians[21].
3.3SelectionofUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)Model
TheUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)modelisoneofthemostcomprehensiveanddefinitivetheoreticalmodelsintheinformationsystemsdiscipline.Themodeladvancesacumulativetheorywhileretainingaparsimoniousstructure[38].Themodelprovidesaframeworkthatincorporatesfourmainindependentvariables(performanceexpectancy,effortexpectancy,socialinfluence,andfacilitatingconditions).Itredressesthelimitationsofexistinguseracceptancemodels(e.g.TechnologyAcceptanceModel)byincludingbarriersthatwouldpreventanindividualfromusingIBSintothestudy[38].Four
additionalfactors,namely,perceivedcredibility,self-efficacy,attitudetowardusingtechnology,andanxiety—areaddedtothepresentstudytomeasureissuessuchassecurityandprivacy,userconfidence,enjoyment,andfearthatariseduringuserinteractionwithIBSrespectively.
1.3.1DependentVariable
Useracceptanceisdefinedasaperson’spsychologicalstatewithregardtohisorhervoluntaryuseandintentiontouseatechnology[12,13,35].Behavioralintentionisshowntobeahighlyvalidindicatorofactualusage[34].Astheaverageprofitsbroughtbyaloyalcustomeris2-5timesmorecomparedwiththatofanewcustomer[6],thepresentstudymeasuresuseracceptancebyexaminingexistingusers’intentiontocontinueusingIBSin
thefuture.
1.3.2IndependentVariables
Thefirstindependentvariableintheresearchmodelisperformanceexpectancy.Priorresearchshowsthatincreasedperformanceexpectancyleadstogreaterintentiontouseatechnology[7,12,13,30,31,38,41,42,43].Inthisstudy,performanceexpectancyisdefinedasthedegreetowhichanindividualbelievesthatusingIBSwillenhancetheefficiencyandeffectivenessofutilizingbankservices.Beingoneofthestrongestpredictorsofintention,performanceexpectancyismeasuredbytwokeyattributes—usefulnessandjob-fit[17,38].Therefore,thefollowinghypothesisregardingperformanceexpectancyis
developed:
H1—PerformanceexpectancyaffectsbehavioralintentiontouseIBSinthedevelopedanddevelopingcountries.
Thesecondvariable,effortexpectancy,isdefinedasthedegreeofeaseassociatedwiththeuseofIBS[12,27,31,38,41,42,43].Perceivedeaseofuseandcomplexityarecrucialattributestomeasureeffortexpectancy[17,38].Therefore,thefollowinghypothesisisdeveloped:
H2—EffortexpectancyaffectsbehavioralintentiontouseThethirdvariable,anxiety,isthefeelingofnervousnesswhenitcomestousinganewtechnology[24,38,41,42,43].Strongunpleasantandnegativeemotionalstates(e.g.,fear,confusion)thatariseduringinteractionwithIBSmayaffectproductivityandoverallwell-beingofconsumers[10,38,41].Therefore,thefollowinghypothesisisdeveloped:
H3—AnxietyaffectsbehavioralintentiontouseIBSinthedevelopedanddevelopingcountries.Thefourthvariable,perceivedcredibility,isthebeliefthatthepromiseofamerchandisercanbereliedupon[35,39,41,42,
43].Formingtrustpriortoservicesubscriptionisimportantsinceconsumersgenerallystayawayfromaserviceproviderwhomtheydonottrust[1,11,15,18,33,39,41].Users’trustinthesecurityofonlinetransactionswilldeterminetheacceptabilityofIBSinthelongrun[15,41,43].Securitythreatslikeidentitytheftcarrythenegativeconsequencesofinformationdisclosureandabuse[1,18,33,39,41,43].Therefore,thefollowinghypothesis
isdeveloped:
H4—Perceivedcredibilityaffectsbehavioralintentionto
useIBSinthedevelopedanddevelopingcountries.Thefifthvariable,socialinfluence,altersanindividual’sbeliefstructure,causinghimorhertorespondtopotentialsocialstatusgains(e.g.,prestige)orpotentialsocialpressure(e.g.,peerpressure)intheadoptionofanewtechnology[23,27,31,38,40,41,42,43].Inthisstudy,socialinfluenceisdefinedasthe
influenceofsocialpressureintheadoptionofIBS.Venkateshetal.[38]showedthatthisfactorisimportantintheearlystageoftechnologyadoption.Therefore,thefollowinghypothesisisdeveloped:
H5—SocialinfluenceaffectsbehavioralintentiontouseIBSinthedevelopedanddevelopingcountries.Thesixthvariable,attitudetowardusingtechnology,isdefinedasanindividual’soverallliking,enjoyment,joy,andpleasuretousingatechnology[23,24,31,41,42,43].Anindividual’spositiveornegativefeelings(e.g.,itisgood/badtouseaservice)significantlyaffecthis/hertendencytoadoptIBSinthenearfuture[24,38].Previousliteraturehasshownthatusersinboththedeveloping(Malaysia)anddevelopedcountries(Australia)agreethatitisagoodideatouseIBSindailylife[41,42,43]
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