品牌對純網銀使用意願之研究-以樂天銀行為例

The Influence of Brand on Internet-Only Bank Useage Intention:A Case Study of Rakuten Bank

李禘而(TI-ERH LEE)

指導教授 ： 簡鈞銘

共同指導教授 ： 張紘炬(Horng-jinh Chang)

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2024年)

https://doi.org/10.6846/tku202400458

摘要

本研究探討品牌知名度對消費者使用純網銀意願的影響，以樂天銀行為例。分析品牌知名度、品牌信任及品牌形象對使用意願的影響，通過468份有效問卷的多元迴歸分析，結果顯示這三個因數均有顯著且正面的影響。
儘管樂天銀行在品牌方面具備優勢，但在市場佔有率上仍處於三家純網銀的末位。可能原因包括純網銀競爭激烈、純網銀認知尚未普及以及服務差異化不足。
建議樂天銀行提升品牌曝光度、增強用戶信任、塑造良好品牌形象，並採取差異化策略、提升用戶體驗及進行市場研究，以提升市場佔有率和鞏固其市場地位。

關鍵字

品牌知名度 ； 品牌信任 ； 品牌形象 ； 使用意願

並列摘要

This study investigates the impact of brand awareness on consumers' willingness to use internet-only banking, using Rakuten Bank as an example. It analyzes the effects of brand awareness, brand trust, and brand image on usage intention through multiple regression analysis of 468 valid survey responses. The results indicate that all three factors significantly and positively influence usage intention.
Despite Rakuten Bank's branding advantages, it still trails behind the other two internet-only banks in terms of market share. Possible reasons include intense competition among internet-only banks, a lack of widespread awareness of internet-only banking, and insufficient differentiation in services .
Recommendations for Rakuten Bank include enhancing brand exposure, strengthening user trust, and cultivating a positive brand image. Additionally, adopting differentiation strategies, improving user experience, and conducting market research are suggested to increase market share and solidify its position in the market.

並列關鍵字

Brand Awareness ； Brand Trust ； Brand image ； Usage Intention

參考文獻

中文參考文獻

1. 林南宏、王文正、邱聖媛、鍾怡君（2007）。產品知識及品牌形象對購買意願的影響-產品類別的干擾效果。行銷評論，4(4)，481-504。

英文參考文獻

1. Azzahra, S., Fachira, I. (2022). The Influence of Bring Back Our Bottle Program on The Body Shop Indonesia Brand Image, Brand Trust, Brand Love and Brand Loyalty. Asian Journal of Research in Business and Management, 4(3), 283-295.

2. Benhardy, K., Hardiyansyah, H., Putranto, A., Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 10(14), 3425-3432.