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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 1-十二月-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 risk2. 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.參考文獻 西文部分1. Aboelmaged, M.G., & Gebba, T.R. (2013). Mobile banking adoption: an examination of technology acceptance model and theory of planned behavior. International Journal of Business Research and Development 2 (1), 35-50.2. Al-Jabri, I.M., & Sohail, M.S. (2012). Mobile banking adoption: application of diffusion of innovation theory. Journal of Electronic Commerce Research 3 (4), 379-391.3. Anderson, J.C., & Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin 103 (3), 411-423.4. Baptista, G., & Oliveira T. 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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 Yu en_US dc.contributor.author (作者) 梁榕修 zh_TW dc.contributor.author (作者) Liang, Jung Hsiu en_US dc.creator (作者) 梁榕修 zh_TW dc.creator (作者) Liang, Jung Hsiu en_US dc.date (日期) 2017 en_US dc.date.accessioned 1-十二月-2017 12:10:08 (UTC+8) - dc.date.available 1-十二月-2017 12:10:08 (UTC+8) - dc.date.issued (上傳時間) 1-十二月-2017 12:10:08 (UTC+8) - dc.identifier (其他 識別碼) G0104363040 en_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) 104363040 zh_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 risk2. 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/#G0104363040 en_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 intention en_US dc.subject (關鍵詞) Design aesthetics en_US dc.subject (關鍵詞) Perceived usefulness en_US dc.subject (關鍵詞) Perceived ease of use en_US dc.subject (關鍵詞) Complexity en_US dc.subject (關鍵詞) Perceived risk en_US dc.subject (關鍵詞) Brand reputation en_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 Study en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 西文部分1. 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