网络支付方式的创新和发展，是支撑电商繁荣景象的重要因素。对银行来说，网上银行是一个新的利润点和竞争点。本文从消费者感知价值的角度出发，探究实体银行品牌感知价值和网上银行品牌感知价值如何影响网上银行用户使用意向。首先，作者先整理分析了国内外的研究，在中国情境中修订量表。发现：网上银行品牌感知价值可以通过网络服务质量、网络信息系统质量和网络支付产品质量3个维度测量；实体银行品牌感知价值可以通过设施的功能价值、服务人员的功能价值、产品的功能价值、情感价值、成本价值以及社会价值6个维度来测量。通过统计问卷调查收集数据，利用结构方程模型检验三个变量之间的关系。结果表明：网上银行品牌感知价值会显著正向影响网上银行用户使用意向，实体银行品牌感知价值会显著正向影响网上银行品牌感知价值，但是不会直接影响到网上银行用户使用意向。

The innovation and development of online payment contribute a lot to the boom of electronic commerce. For banking sector, online business meets with both challenge and chance. In this article, the author is to examine how the traditional bank perceived value and online bank perceived value influence the using intention of online bank. To begin with, the study reads lots of papers and summarized the research results of scholars at home and abroad in order to establish the model and develop the scale according to the context of China. The outcome shows that we can measure online banking perceived value from three dimensions including online customer service quality, online information system quality and banking product quality, in the similar way, we can measure traditional banking perceives value from six dimensions including functional value of the installations, functional value of the contact personnel, functional value of service, functional value of price, emotional value and social value. Referring to the data collected by questionnaire, the study conducted descriptive statistical analysis and reliability analysis by using SPSS 11.5 and analyzed the relationship among the three variables with AMOS 16.0. Finally, the thesis reached the following conclusions: 1)Online bank perceived value has significant effect on online bank using intention; 2)Traditional bank perceived has significant effect on online bank perceived value; 3)Traditional bank has no significant effect on online bank using intention. According to the outcome, the study provides proposals to the online bank in order to help them enhance the using intention effectively.