A Empirical Research On User Acceptance Bahavior For Bank Network’s Intelligent Service

At present, under the competition pressure from foreign banks and the impact of Internet banking, China’s commercial banks have to seek transformation both for its strategy and business. As one of the most valuable channels to enhance the customer loyalty, bank network has become the key point of commercial banks’ transformation and service changing. The rapid development of Internet technology and the popularity of intelligent terminals provide favorable conditions for the intelligent transformation of traditional banking outlets. In the complex competition environment, to keep advantage in the competition, it is necessary for China’s commercial banks to use increasingly sophisticated high-tech means to enhance the level of financial services, and to accelerate the construction of intelligent network. The construction of the bank network’s intelligent service can not only release the counter labor force, but also improve the work efficiency and improve the customer satisfaction. However, the bank network intelligence service is a new kind of banking service mode in China, the customer acceptance degree is still at low level. Therefore, it is important to study the influence factors of the customer acceptance behavior of the bank network’s intelligence service.Reference user acceptance behavior theory, the theory of perceived risk, innovation diffusion theory and the present situation of Liuzhou City, based on the TAM, add perceived safety, personal innovativeness, responsiveness, in order to build this study Theory model, a hypothesis. Collect data by way of questionnaires, the first of survey data reliability and validity, and then the basic characteristics of intelligent customer service bank branches were analyzed, finally by means of SPSS22.0 and Amos22.0 final regression analysis and structural equation modeling analysis.The conclusions:(1) perceived usefulness, perceived ease of use, perceived safety, responsiveness four latent variables for customer service using willingness of the bank network’s intelligent service have the positive impact. Among them, perceived ease of use and perceived security have the most significant impact on the acceptance behavior;(2) the individual innovation for network’s intelligent services have not significant effect;(3) the network’s intelligent services of behavior intention for actual use have a significant positive impact. Finally, based on the conclusion, this paper puts forward several suggestions to promote the development of intelligent bank network.