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題名 數位金融科技之使用者分析以 LINE BANK 為例
User Analysis of Digital Financial Technology For LINE BANK
作者 周庭羽
Zhou, Ting-Yu
貢獻者 蕭乃沂
Hsiao,Nai-Yi
周庭羽
Zhou,Ting-Yu
關鍵詞 純網銀
推拉理論
用途理論
使用體驗評價
digital-only bank
push-pull theory
uses and gratifications theory
user experience evaluation
日期 2024
上傳時間 5-Aug-2024 12:57:46 (UTC+8)
摘要 1989年英國就有首家純網銀First Direct Bank成立 （Rupert Jones, 2014），比起台灣的成立時間，國外純網銀反而早起步很多，近年來，純網銀在台灣逐漸蓬勃發展，然而由於相對較新，大眾對其尚不夠熟悉，相應的資料也相對有限，儘管目前台灣三家純網銀成立時間較短，大家也都慢慢努力推出服務來趕上實體銀行。基於以上所述，本研究旨在深入探討台灣目前擁有最多用戶的純網路銀行─連線商業銀行（Line Bank）的使用者分析。而過去有關銀行的研究大多聚焦在轉換意圖方面，但純網銀不只是服務的轉換意圖，還需要考量到什麼功能、服務、產品等，會吸引用戶使用，來探討用戶的純網銀使用者分析。因此本研究將以推力拉力理論（陳怡蓁，2021）和用途理論（Christesen，2017）為主要理論，探討其他銀行推力效果如越明顯感受到不便利性或是低感知價值，會產生推力到使用Line Bank，及Line Bank拉力效果中如替代品吸引力和信任轉移越高，會產生拉力到使用Line Bank，而使用者體驗評價，主要是指用戶使用Line Bank APP整體的感受程度，所以會再以用途理論中的三個面向，功能面、情感面、社會面等變項對於其使用者體驗評價的影響效果。 本研究主要以訪談大綱來進行使用體驗及正式問卷，研究方法為質量混合研究，訪談共計有4位，問卷共計收回238有效樣本數，以SPSS進行樣本敘述性分析、信度分析、相關性分析、變異數分析、迴歸分析。本研究假設的結果顯示，推力效果（不便利性、低感知價值）會正向影響使用者體驗評價，推力效果（替代品吸引力、信任轉移）會正向影響使用者體驗評價，用途理論中的功能面、情感面、社會面會正向影響使用者體驗評價。 最後本研究根據研究結果所提出的實務建議是Line Bank可以再增加更多多樣化貸款產品，還有開發高附加值的金融產品，跟需提升服務便利度，也建議可以多廣告和行銷，來讓大家更認識Line Bank還有純網銀性質，以增強用戶信任和忠誠度。 關鍵字: 純網銀、推拉理論、用途理論、使用體驗評價。
In 1989, the first digital-only bank, First Direct Bank, was established in the UK (Rupert Jones, 2014). Compared to Taiwan, where digital-only banks emerged much later, these banks have a longer history abroad. In recent years, digital-only banks have gradually flourished in Taiwan. However, due to their relatively new presence, the public is still not very familiar with them, and corresponding data is relatively limited. Although the three digital-only banks in Taiwan have been established for a short time, they are all gradually striving to launch services to catch up with traditional banks. Based on the above, this study aims to conduct a user analysis of Line Bank, the digital-only bank with the most users in Taiwan. Previous research on banks has mostly focused on switching intentions, but digital-only banks not only involve service switching intentions but also need to consider what functions, services, products, etc., attract users to use them, thereby exploring the user analysis of digital-only banks. Therefore, this study will use the push and pull theory (Chen Yizhen, 2021) and the uses and gratifications theory (Christesen, 2017) as the main theories to explore the push effects of other banks, such as perceiving inconvenience or low perceived value, which generate push effects towards using LINE Bank, and the pull effects within Line Bank, such as higher substitute attractiveness and trust transfer, which generate pull effects towards using LINE Bank. The user experience evaluation mainly refers to the overall perception of users when using the LINE Bank app, so the impact of the three dimensions in the uses and gratifications theory (functional, emotional, and social) on the user experience evaluation will also be examined. This study mainly uses interview outlines to conduct user experience and formal questionnaires. The research method is a mixed-methods approach. There are a total of four interviews, and 238 valid questionnaire samples were collected. Descriptive analysis, reliability analysis, correlation analysis, variance analysis, and regression analysis were conducted using SPSS. The results of the study hypothesize that push effects (inconvenience, low perceived value) positively affect user experience evaluation, and pull effects (substitute attractiveness, trust transfer) positively affect user experience evaluation. The functional, emotional, and social dimensions in the uses and gratifications theory will positively affect user experience evaluation. Finally, based on the research results, practical recommendations are provided, suggesting that LINE Bank could further increase the diversity of loan products, develop high value-added financial products, and improve service convenience. It is also recommended to increase advertising and marketing efforts to enhance public awareness of LINE Bank and the nature of digital-only banks, thereby strengthening user trust and loyalty. Keywords: digital-only bank, push-pull theory, uses and gratifications theory, user experience evaluation.
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Product for hire: master the innovation life cycle with a jobs-to-be-done perspective of markets. Market. Manag., 16, 18-24. Bansal, S., Grenfell, B. T., & Meyers, L. A. (2005). When individual behaviour matters: homogeneous and network models in epidemiology. Journal Of The Royal Society Interface, 2(4), 317-323. Berry, Leonard L., Seiders, Kathleen, & Grewal, Dhruv. (2002). Understanding service convenience. Journal Of Marketing, 66(3), 1-17. Boyle, P., Halfacree, K., & Robinson, V. (1998). Exploring Contemporary Migration. Harlow: Longman. Candice Louw, & Cecile Nieuwenhuizen. (2020). Digitalisation strategies in a South African banking context: A consumer services analysis. South African Journal Of Information Management. Chang, Hsin Hsin, Wong, Kit Hong, & Li, Shi Yu. (2017). APPlying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators. Electronic Commerce Research And Applications, 24, 50-67. doi:10.1016/j.elerap.2017.06.002 Christensen, Claytin M. (2017). Competing Against Luck: The Story Of Innovation And Customer Choice. Chin-Hong Puah, Mohd Zulkhairi Mustapha, & Norazlina Abd Wahab. (2020). Determinants of the Intention to Adopt Digital-Only Banks in Malaysia: The Extension of Environmental Concern. Sustainability. Cocosila, Mihail, & Trabelsi, Houda. (2016). An integrated value-risk investigation of contactless mobile payments adoption. Electronic Commerce Research Applications, 20, 159-170. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Journal Of Management Information Systems, 319-340. Dr. Orkida Ilollari, & Elona Shehu Shahini. (2023). European Fintech's Current State of Development. **Empirical evidence on switching behaviors in mobile payment applications. Information Management, 56(7), 103150. Gond, R., & Gupta, R. (2017). An empirical study of big data analytics in Indian banking sector. Anveshana's International Journal Of Research In Regional Studies, Law, Social Sciences, Journalism And Management Practices, 2(4), 1-7. Hock, K., & Giebe, C. (2022). Big Data Analytics in the German Banking Sector Using the Example of Retail Banking. Account And Financial Management Journal, 7(2), 2601-2616. Isaac Kofi Mensah, & Issahaku Yakubu. (2014). Customer satisfaction with internet banking service quality in the banking industry in Ghana. International Journal Of Bank Marketing. Imna Mohd Amin, S., & Ghazali, M. F. (2024). Fintech and its impact on banks: systematic literature review. International Journal Of Financial Studies, 12(1), 3. Jiang, Ling, Jun, Minjoon, & Yang, Zhilin. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C ecommerce? Service Business, 10(2), 301-317. Jung, J., Han, H., & Oh, M. (2017). Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework. Tourism Management, 59, 139-153. doi:10.1016/j.tourman.2016.07.018 Keaveney, Susan M. (1995). Customer switching behavior in service industries: An exploratory study. Journal Of Marketing, 59(2), 71-82. Kuo, Ren-Zong. (2020). Why do people switch mobile payment service platforms? An empirical study in Taiwan. Technology In Society, 62, 101312. Lai, J. Y., & Wang, J. T. (2015). Switching attitudes of Taiwanese middle-aged and elderly patients toward cloud healthcare services: An exploratory study. Technological Forecasting And Social Change, 92, 155-167. doi:10.1016/j.techfore.2014.06.004 Li, Chia-Ying. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers In Human Behavior, 84, 171-184. doi:10.1016/j.chb.2017.12.042 Muhammad Anif Afandi, & Abdul Muta'ali. (2019). Will Traditional Bank's Customers Switch to FinTech Lending?: A Perspective of Push-Pull-Mooring Framework. ACM Digital Library. Patton, M. Q. (2002). Qualitative Research And Evaluation Methods. Thousand Oakes, CA: Sage. Peng, Xixian, Zhao, Yuxiang Chris, & Zhu, Qinghua. (2016). Investigating user switching intention for mobile instant messaging application: Taking WeChat as an example. Computers In Human Behavior, 64, 206-216. Rahul Singh, & Jaswinder Singh. (2021). How Digital Banking has Brought Innovative Products and Services to India. Journal Of Internet Banking And Commerce. Ravenstein, E. G. (1885). The Laws of Migration. Journal Of The Royal Statistical Society, 48(2), 167-235. Rupert Jones. (2014). Britain’s first online bank turns 25. The Guardian. Sun, Yongqiang, Liu, Dina, Chen, Sijing, Wu, Xingrong, Shen, Xiao-Liang, & Zhang, Xi. (2017). Understanding users' switching behavior of mobile instant messaging applications: An empirical study from the perspective of push-pull-mooring framework. Computers In Human Behavior, 75, 727-738. T. H. Clark, & Ho Geun Lee. (1998). Security First Network Bank: a case study of an Internet pioneer. IEEE Xplore. Wang, Le, Luo, Xin Robert, Yang, Xue, & Qiao, Zhilin. (2019). Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications. Information Management, 56(7), 103150. Wu, K. W., Vassileva, J., & Zhao, Y. X. (2017). Understanding users' intention to switch personal cloud storage services: Evidence from the Chinese market. Computers In Human Behavior, 68, 300-314. doi:10.1016/j.chb.2016.11.039
描述 碩士
國立政治大學
行政管理碩士學程
111921084
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111921084
資料類型 thesis
dc.contributor.advisor 蕭乃沂zh_TW
dc.contributor.advisor Hsiao,Nai-Yien_US
dc.contributor.author (Authors) 周庭羽zh_TW
dc.contributor.author (Authors) Zhou,Ting-Yuen_US
dc.creator (作者) 周庭羽zh_TW
dc.creator (作者) Zhou, Ting-Yuen_US
dc.date (日期) 2024en_US
dc.date.accessioned 5-Aug-2024 12:57:46 (UTC+8)-
dc.date.available 5-Aug-2024 12:57:46 (UTC+8)-
dc.date.issued (上傳時間) 5-Aug-2024 12:57:46 (UTC+8)-
dc.identifier (Other Identifiers) G0111921084en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152615-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 行政管理碩士學程zh_TW
dc.description (描述) 111921084zh_TW
dc.description.abstract (摘要) 1989年英國就有首家純網銀First Direct Bank成立 （Rupert Jones, 2014），比起台灣的成立時間，國外純網銀反而早起步很多，近年來，純網銀在台灣逐漸蓬勃發展，然而由於相對較新，大眾對其尚不夠熟悉，相應的資料也相對有限，儘管目前台灣三家純網銀成立時間較短，大家也都慢慢努力推出服務來趕上實體銀行。基於以上所述，本研究旨在深入探討台灣目前擁有最多用戶的純網路銀行─連線商業銀行（Line Bank）的使用者分析。而過去有關銀行的研究大多聚焦在轉換意圖方面，但純網銀不只是服務的轉換意圖，還需要考量到什麼功能、服務、產品等，會吸引用戶使用，來探討用戶的純網銀使用者分析。因此本研究將以推力拉力理論（陳怡蓁，2021）和用途理論（Christesen，2017）為主要理論，探討其他銀行推力效果如越明顯感受到不便利性或是低感知價值，會產生推力到使用Line Bank，及Line Bank拉力效果中如替代品吸引力和信任轉移越高，會產生拉力到使用Line Bank，而使用者體驗評價，主要是指用戶使用Line Bank APP整體的感受程度，所以會再以用途理論中的三個面向，功能面、情感面、社會面等變項對於其使用者體驗評價的影響效果。 本研究主要以訪談大綱來進行使用體驗及正式問卷，研究方法為質量混合研究，訪談共計有4位，問卷共計收回238有效樣本數，以SPSS進行樣本敘述性分析、信度分析、相關性分析、變異數分析、迴歸分析。本研究假設的結果顯示，推力效果（不便利性、低感知價值）會正向影響使用者體驗評價，推力效果（替代品吸引力、信任轉移）會正向影響使用者體驗評價，用途理論中的功能面、情感面、社會面會正向影響使用者體驗評價。 最後本研究根據研究結果所提出的實務建議是Line Bank可以再增加更多多樣化貸款產品，還有開發高附加值的金融產品，跟需提升服務便利度，也建議可以多廣告和行銷，來讓大家更認識Line Bank還有純網銀性質，以增強用戶信任和忠誠度。 關鍵字: 純網銀、推拉理論、用途理論、使用體驗評價。zh_TW
dc.description.abstract (摘要) In 1989, the first digital-only bank, First Direct Bank, was established in the UK (Rupert Jones, 2014). Compared to Taiwan, where digital-only banks emerged much later, these banks have a longer history abroad. In recent years, digital-only banks have gradually flourished in Taiwan. However, due to their relatively new presence, the public is still not very familiar with them, and corresponding data is relatively limited. Although the three digital-only banks in Taiwan have been established for a short time, they are all gradually striving to launch services to catch up with traditional banks. Based on the above, this study aims to conduct a user analysis of Line Bank, the digital-only bank with the most users in Taiwan. Previous research on banks has mostly focused on switching intentions, but digital-only banks not only involve service switching intentions but also need to consider what functions, services, products, etc., attract users to use them, thereby exploring the user analysis of digital-only banks. Therefore, this study will use the push and pull theory (Chen Yizhen, 2021) and the uses and gratifications theory (Christesen, 2017) as the main theories to explore the push effects of other banks, such as perceiving inconvenience or low perceived value, which generate push effects towards using LINE Bank, and the pull effects within Line Bank, such as higher substitute attractiveness and trust transfer, which generate pull effects towards using LINE Bank. The user experience evaluation mainly refers to the overall perception of users when using the LINE Bank app, so the impact of the three dimensions in the uses and gratifications theory (functional, emotional, and social) on the user experience evaluation will also be examined. This study mainly uses interview outlines to conduct user experience and formal questionnaires. The research method is a mixed-methods approach. There are a total of four interviews, and 238 valid questionnaire samples were collected. Descriptive analysis, reliability analysis, correlation analysis, variance analysis, and regression analysis were conducted using SPSS. The results of the study hypothesize that push effects (inconvenience, low perceived value) positively affect user experience evaluation, and pull effects (substitute attractiveness, trust transfer) positively affect user experience evaluation. The functional, emotional, and social dimensions in the uses and gratifications theory will positively affect user experience evaluation. Finally, based on the research results, practical recommendations are provided, suggesting that LINE Bank could further increase the diversity of loan products, develop high value-added financial products, and improve service convenience. It is also recommended to increase advertising and marketing efforts to enhance public awareness of LINE Bank and the nature of digital-only banks, thereby strengthening user trust and loyalty. Keywords: digital-only bank, push-pull theory, uses and gratifications theory, user experience evaluation.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 研究目的與問題 3 第三節 研究流程與步驟 6 第二章 文獻探討 8 第一節 純網銀 （Digital-Only Banks） 8 第二節 用途理論 16 第三節 推力-拉力理論 20 第四節 數位銀行使用者紀錄分析 23 第三章 研究設計 27 第一節 個案研究 27 第二節 研究架構與假設 30 第三節 使用者紀錄分析 34 第四節 使用體驗觀察 39 第五節 問卷調查 44 第六節 問卷建構與變項操作化 45 第四章 研究結果與分析 49 第一節 使用體驗觀察法實證分析 49 第二節 受訪者基本資料 57 第三節 信度分析 64 第四節 推拉力相關變項 65 第五節 用途理論相關變項 69 第六節 綜合變項分析 73 第七節 迴歸分析 79 第八節 小結 85 第五章 結論與建議 87 第一節 結論 87 第二節 實務建議 88 第三節 研究限制與後續研究建議 92 參考文獻 94 附錄一 使用體驗觀察開場 100 附錄二 使用體驗觀察 意義前測 101 附錄二 使用體驗觀察 流程大綱 106 附錄三 前側問卷 108 附錄四 問卷意義前側 113 附錄五 正式問卷 118zh_TW
dc.format.extent 5269883 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111921084en_US
dc.subject (關鍵詞) 純網銀zh_TW
dc.subject (關鍵詞) 推拉理論zh_TW
dc.subject (關鍵詞) 用途理論zh_TW
dc.subject (關鍵詞) 使用體驗評價zh_TW
dc.subject (關鍵詞) digital-only banken_US
dc.subject (關鍵詞) push-pull theoryen_US
dc.subject (關鍵詞) uses and gratifications theoryen_US
dc.subject (關鍵詞) user experience evaluationen_US
dc.title (題名) 數位金融科技之使用者分析以 LINE BANK 為例zh_TW
dc.title (題名) User Analysis of Digital Financial Technology For LINE BANKen_US
dc.type (資料類型) thesisen_US
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