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題名 數位金融時代下行動銀行app持續採用行為研究
Understanding Consumers’ Continuance Intention toward Mobile Banking in the Fintech Era: A Qualitative and Quantitative Study
作者 梁榕修
Liang, Jung Hsiu
貢獻者 白佩玉
Pai, Pei Yu
梁榕修
Liang, Jung Hsiu
關鍵詞 持續採用行為
設計美感
知覺有用性
知覺易用性
複雜性
知覺風險
品牌聲望
Continuance intention
Design aesthetics
Perceived usefulness
Perceived ease of use
Complexity
Perceived risk
Brand reputation
日期 2017
上傳時間 1-Dec-2017 12:10:08 (UTC+8)
摘要 本研究從金融科技創新應用之觀點，舉行動銀行app之應用為例，整合過去行銷與科技採用之相關文獻，並呼應金融科技時代的創新元素，據此探究使用者對於行動銀行app持續採用行為、與提供未來創新發展上之建議。首先以質化研究的方式，了解行動銀行app使用者的使用原因、使用經驗、對app的整體評價與建議；其次發展出量化研究模型，找出各種影響消費者持續使用意願的因素。

本研究針對「僅使用行動銀行app者」、與「行動銀行app和網路銀行皆有使用者」發放網路問卷調查，在量化研究的部分，首先根據Fintech重要核心價值中的差異化與利基型專業產品，提出競業差異作為研究模型之第一層探討面，結果顯示:

1. 設計美感對使用者能產生正向的情感品質知覺，提升對科技使用的知覺有用性、知覺易用性與降低知覺風險。
2. 品牌聲望有助於提升消費者對於業者所提供之產品與服務的相對優勢。

其次，結合過去創新擴散理論、科技接受模式以及個人知覺風險，作為研究模型之第二層探討面，結果顯示: 複雜性、知覺有用性、知覺風險能顯著影響消費者對於行動銀行app的採用意願。

最後，整合質化訪談發現與量化結果分析，給予結論與建議:

1. 業者可從設計美感加強消費者對於新科技使用的知覺有用性與降低知覺風險
2. 品牌聲望為輔，實質創新為主，首先降低複雜性
3. 從知覺有用性方面創造創新競爭優勢、同時兼顧知覺風險
4. 持續推廣行動銀行app，作為創新發展基礎後盾、與開拓市場之契機。
This paper takes mobile banking application as an example in the view of FinTech innovation. Combined with findings from marketing and information system research, this study adopts key elements of FinTech innovation to arrive at a more complete understanding of consumers’ continuance intention toward mobile banking. By first taking the qualitative method and conducting semi-structured interviews, we look into consumers’ motivations, experiences, and evaluations of using mobile banking.
For the quantitative part our empirical tests involve structural equation modeling. In addition, with the reference to one of main core values of FinTech innovation: differentiation and niche, specialized products, we propose competitive differences among competitors to form our first layer research model, the results demonstrate that:
1. Design aesthetics can increase one’s perceived affective quality of system usage, which in turn, had a significant positive impact on perceived usefulness, perceived ease of use and lower perceived risk
2. Brand reputation can positively affect consumers’ sense of relative advantage in terms of the product and service provided by specific vendor.

Meanwhile, our research integrates the concepts of Rogers’ innovation diffusion model, technology acceptance model, and personal perceived risk to further propose our second layer research model, and the result shows that: complexity, perceived usefulness, and perceived risk emerge as important antecedents of consumers’ continuance intention toward mobile banking.
Lastly, we conclude our analysis of both qualitative and quantitative survey and make suggestions as below:
1. Placing a high value on the influence of design beauty, could increase consumers’ perceived usefulness and reduce perceived risk of new technology.
2. Focusing mainly on innovation while brand reputation subsidiary, and take complexity as priority.
3. Creating competitive advantage of innovation based on perceived usefulness, without overlooking the significant influence of perceived risk.
4. Keeping giving an impetus actively to the usage of mobile banking to solidify foundations of innovation development and increase opportunities in the market.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363040
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363040
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.advisor Pai, Pei Yuen_US
dc.contributor.author (Authors) 梁榕修zh_TW
dc.contributor.author (Authors) Liang, Jung Hsiuen_US
dc.creator (作者) 梁榕修zh_TW
dc.creator (作者) Liang, Jung Hsiuen_US
dc.date (日期) 2017en_US
dc.date.accessioned 1-Dec-2017 12:10:08 (UTC+8)-
dc.date.available 1-Dec-2017 12:10:08 (UTC+8)-
dc.date.issued (上傳時間) 1-Dec-2017 12:10:08 (UTC+8)-
dc.identifier (Other Identifiers) G0104363040en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/114976-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363040zh_TW
dc.description.abstract (摘要) 本研究從金融科技創新應用之觀點，舉行動銀行app之應用為例，整合過去行銷與科技採用之相關文獻，並呼應金融科技時代的創新元素，據此探究使用者對於行動銀行app持續採用行為、與提供未來創新發展上之建議。首先以質化研究的方式，了解行動銀行app使用者的使用原因、使用經驗、對app的整體評價與建議；其次發展出量化研究模型，找出各種影響消費者持續使用意願的因素。

本研究針對「僅使用行動銀行app者」、與「行動銀行app和網路銀行皆有使用者」發放網路問卷調查，在量化研究的部分，首先根據Fintech重要核心價值中的差異化與利基型專業產品，提出競業差異作為研究模型之第一層探討面，結果顯示:

1. 設計美感對使用者能產生正向的情感品質知覺，提升對科技使用的知覺有用性、知覺易用性與降低知覺風險。
2. 品牌聲望有助於提升消費者對於業者所提供之產品與服務的相對優勢。

其次，結合過去創新擴散理論、科技接受模式以及個人知覺風險，作為研究模型之第二層探討面，結果顯示: 複雜性、知覺有用性、知覺風險能顯著影響消費者對於行動銀行app的採用意願。

最後，整合質化訪談發現與量化結果分析，給予結論與建議:

1. 業者可從設計美感加強消費者對於新科技使用的知覺有用性與降低知覺風險
2. 品牌聲望為輔，實質創新為主，首先降低複雜性
3. 從知覺有用性方面創造創新競爭優勢、同時兼顧知覺風險
4. 持續推廣行動銀行app，作為創新發展基礎後盾、與開拓市場之契機。		zh_TW
dc.description.abstract (摘要) This paper takes mobile banking application as an example in the view of FinTech innovation. Combined with findings from marketing and information system research, this study adopts key elements of FinTech innovation to arrive at a more complete understanding of consumers’ continuance intention toward mobile banking. By first taking the qualitative method and conducting semi-structured interviews, we look into consumers’ motivations, experiences, and evaluations of using mobile banking.
For the quantitative part our empirical tests involve structural equation modeling. In addition, with the reference to one of main core values of FinTech innovation: differentiation and niche, specialized products, we propose competitive differences among competitors to form our first layer research model, the results demonstrate that:
1. Design aesthetics can increase one’s perceived affective quality of system usage, which in turn, had a significant positive impact on perceived usefulness, perceived ease of use and lower perceived risk
2. Brand reputation can positively affect consumers’ sense of relative advantage in terms of the product and service provided by specific vendor.

Meanwhile, our research integrates the concepts of Rogers’ innovation diffusion model, technology acceptance model, and personal perceived risk to further propose our second layer research model, and the result shows that: complexity, perceived usefulness, and perceived risk emerge as important antecedents of consumers’ continuance intention toward mobile banking.
Lastly, we conclude our analysis of both qualitative and quantitative survey and make suggestions as below:
1. Placing a high value on the influence of design beauty, could increase consumers’ perceived usefulness and reduce perceived risk of new technology.
2. Focusing mainly on innovation while brand reputation subsidiary, and take complexity as priority.
3. Creating competitive advantage of innovation based on perceived usefulness, without overlooking the significant influence of perceived risk.
4. Keeping giving an impetus actively to the usage of mobile banking to solidify foundations of innovation development and increase opportunities in the market.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 金融科技(FINTECH)背景發展 4
第二節 FINTECH對金融產業的影響 5
第三節 金融服務的未來趨勢 5
第四節 FINTECH六大核心價值 10
第五節 創新產品採用理論 11
第三章 質化研究方法 15
第一節 質性訪談 15
第二節 深入訪談法（IN-DEPTH INTERVIEW） 15
第三節 訪談型式 15
第四節 訪談問題設計 17
第五節 訪談對象 18
第四章 質化研究情境 20
第一節 個案公司介紹 20
第二節 玉山銀行行動銀行APP介紹 25
第五章 質化研究結果分析 29
第一節 訪談摘要 29
第二節 訪談內容分析 34
第六章 量化研究設計 39
第一節 研究架構 39
第二節 研究假說 41
第三節 變數操作性定義與衡量 46
第四節 問卷設計 49
第五節 獨立樣本T檢定 52
第七章 資料分析與實證結果 54
第一節 結構方程模式 54
第二節 多母群體分析 61
第八章 結論與建議 62
第一節 結論分析 62
第二節 實務意涵 65
第三節 研究限制與未來建議 66
參考文獻 68
附錄一 訪談內容 75
附錄二 問卷 97		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363040en_US
dc.subject (關鍵詞) 持續採用行為zh_TW
dc.subject (關鍵詞) 設計美感zh_TW
dc.subject (關鍵詞) 知覺有用性zh_TW
dc.subject (關鍵詞) 知覺易用性zh_TW
dc.subject (關鍵詞) 複雜性zh_TW
dc.subject (關鍵詞) 知覺風險zh_TW
dc.subject (關鍵詞) 品牌聲望zh_TW
dc.subject (關鍵詞) Continuance intentionen_US
dc.subject (關鍵詞) Design aestheticsen_US
dc.subject (關鍵詞) Perceived usefulnessen_US
dc.subject (關鍵詞) Perceived ease of useen_US
dc.subject (關鍵詞) Complexityen_US
dc.subject (關鍵詞) Perceived risken_US
dc.subject (關鍵詞) Brand reputationen_US
dc.title (題名) 數位金融時代下行動銀行app持續採用行為研究zh_TW
dc.title (題名) Understanding Consumers’ Continuance Intention toward Mobile Banking in the Fintech Era: A Qualitative and Quantitative Studyen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 西文部分
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