下载后可任意编辑隐私协议、隐私印章对网络银行顾客信任及使用意向影响讨论摘 要：顾客担心个人隐私信息得不到有效保护是其不同意使用网络银行的主要原因之一。讨论表明，在网站上张贴隐私协议和隐私印章，能提高顾客对网络商家的信任和使用意愿。为此，本文以网络银行为讨论背景，以理性行为理论为基础，探究隐私协议、隐私印章对我国网络银行顾客信任及其使用意向的影响作用，并应用结构方程方法进行实证讨论。通过对 198 个有效调查样本的讨论结果表明：隐私协议、隐私印章两者既会直接正向影响顾客对网络银行的信任和使用意向，又会通过信任这一中介变量，对顾客的使用意向产生间接正向影响。关键词：网络银行；隐私协议；隐私印章；信任the impact of privacy agreement and privacy seal on trust and intentionof online bank customerswang xiao-yan1,2(1.business department, guangdong university of finance, guangzhou 510665, china; 2.institute of finance engineering, jinan university, guangzhou 510632, china)abstract:customers are unwilling to use online bank because they are worried about their privacy safety. the results show that: by publishing privacy agreement or posting the privacy seal on their website, internet shops can improve customers’ trust and foster customers’ intention to transaction. this paper chooses the online bank for our study, tests the effect of privacy agreement and privacy seal on online bank’s customer trust and intention. a survey among 198 customers was conducted and a structural equation modeling approach was used to gain the following conclusion: that privacy agreement and privacy seal both have a direct positive effect on the customer‘s intention to use online banking, also, have an indirect positive effect through customer trust.key words:online bank; privacy agreement; privacy seal; trust1 引言近年来，银行业竞争日益加剧，为了进一步降低经营成本，我国银行越来越重视网络银行的建设，通过不断进行网络业务创新，加大对网络银行产品的...
