銀行網站互動性功能設計：以國內銀行網站為多重個案研究

Interactive function designs in bank website : multi case study of internal bank websites

唐麗如(Li-Ju Tang)

指導教授 ： 謝寶煖

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.01759

摘要

銀行網站是銀行與顧客互動的重要虛擬管道，而良好的網站互動性功能設計更能夠讓銀行留住顧客，創造更多的獲利與行銷機會，提昇銀行網站的競爭優勢。有鑒於目前國內外針對銀行網站互動性功能設計之研究付之闕如，以及現行國內銀行網站之互動性功能仍有許多待改善與尚未深入探究之處。因此，本研究擬探討銀行網站互動性功能設計之議題。
本研究首先針對國內外探討網路互動性與網站互動性功能設計之相關文獻進行蒐集分析，彙整網站互動性功能評估表（附錄二），再選擇國內數家標竿銀行網站作為多重個案之研究對象。以網站互動性功能評估表，針對四家個案銀行網站互動性功能進行深度分析，並將評估結果彙整為個案銀行網站互動性功能評估結果（附錄三）。本研究屬於探索型的多重個案研究，係透過實際操作個案銀行網站互動性功能，進行資料收集與觀察紀錄，以發展個案描述為資料的分析策略，採個案分析與多個案比較之方式，針對個案銀行網站評估結果進行深層描述與優缺點分析，並且進行跨個案銀行網站之比較分析。最後，根據研究結果研擬銀行網站互動性功能設計準則與建議。
研究結果顯示，個案銀行網站在互動性功能設計的強弱項目皆相同，依序爲：行銷、交易服務、溝通回饋、加值娛樂、個人化。個案銀行網站較注重「行銷」、「交易服務」、「溝通回饋」等項目的互動性功能設計，較不注重「加值娛樂」與「個人化」項目的互動性功能設計。由個案銀行網站互動性功能評估結果計分表（滿分為232）顯示，設計最佳的個案銀行網站排名由前至後依序為：中國信託（分數總計為178）、日盛銀行（分數總計為162）、國泰世華銀行（分數總計為159）、台北富邦銀行（分數總計為137）。在各項目的互動性功能評估結果均顯示，個案銀行之網站互動性功能有許多未符合設計原則之改善空間。
本研究透過實務研究所得，歸納網路銀行與網路ATM交易服務之互動性功能設計原則以及應新增之各項設計原則，並刪除不適用於銀行網站之互動性功能評估原則，統整出銀行網站互動性功能設計準則（附錄四），作為銀行建置網站互動性功能時之參考指標。並進一步地整理其重要程度分類，將銀行網站互動性功能設計準則分為三類，分別為：必要原則、優勢原則與附加原則。建議銀行網站在設計互動性功能時，應將必要原則列為基本必要提供的互動性功能設計原則，並提供具備競爭優勢的優勢原則，以提昇網站的優勢價值。針對選擇性提供的附加原則，可視其網站目標考量是否提供。
最後，本研究建議後續進一步研究之方向，可針對顧客使用銀行網站互動性功能的滿意度進行相關研究探討。此外，在研究對象方面，除了將研究對象之銀行網站數量擴增外，並可將外國銀行網站作為研究對象，以利進一步地探討國內外銀行網站互動性功能設計的差異比較。

關鍵字

銀行網站 ； 互動性 ； 互動性功能 ； 網站設計 ； 使用者介面設計 ； 網路銀行

並列摘要

A bank’s website is an important virtual channel for the bank to interact with its customers. A good design of website’s interactive functions enables the bank to keep their customers, to create more profits and marketing opportunities, and to provide the bank’s website with a competitive edge. So far, no studies on the design of interactive functions of bank websites have been done, and the interactive functions of current domestic bank websites still leave much to be desired and more to be delved into. Therefore, this study aims to investigate the design of interactive functions of bank websites.
The study begins with collection and analysis of related domestic and overseas literature on website interactivity and designs of websites’ interactive functions. The compilation of the literature is presented as an Evaluation Table on Website Interactivity (see Appendix Two). It then selects several domestic benchmark bank websites as the targets for multi-case studies. Based on the Evaluation Table on Website Interactivity, the study carries out a profound analysis of four cases of bank websites and integrates the evaluation into Results of Functional Evaluation on Website Interactivity for Banks of Selected Cases (see Appendix Three). This study adopts a multi-case design, which falls in exploration-based case studies. It collects data and observes records by actually operating the interactive functions of the website of selected banks. Developing case descriptions is used as the strategy for data analysis. Both case analysis and multi-case comparison are applied to draw an in-depth description and pros and cons analysis, and to compare the websites across the selected banks. Lastly, guidelines and advice on the design of interactive functions of bank websites are proposed according to the results of the study.
The results of the study show that websites of selected banks have the same strengths and weakness in terms of the design of interactive functions, which are: marketing, transaction service, communication and feedbacks, value-added entertainment, and personalization. The websites of selected banks place more emphasis on interactive functions for “marketing,” “transaction service,” “communication and feedbacks” but less emphasis on those for “value-added entertainment” and “personalization.” As the score sheet (with a full score being 232) of the Results of Functional Evaluation on Website Interactivity for Banks of Selected Cases shows, the websites of selected banks which have the best design are presented orderly as follows: Chinatrust Commercial Bank (with its score totaling 178), Jih Sun Bank (with its score totaling 162), Cathay United Bank (with its score totaling 159) and Taipei Fubon Bank (with its score totaling 137). The results for evaluations on interactive functions in all categories consistently show that the interactive functions of the websites of selected banks leave much room for improvement in that they do not conform to the principles for design.
Through the outcomes of an empirical study, this study generalizes principles for the design of interactive functions for internet banks and internet ATM transaction service and principles for the design of features which should be added. It also removes evaluation principles which are not suitable for interactive functions of bank websites and propose a guideline for the design of interactive functions of bank websites (see Appendix Four) to serve as a reference index for banks to use while constructing website interactive functions. It takes a further step in sorting out the categorizations in terms of degree of importance, dividing the principles for the design of interactive functions of bank websites into three categories, namely: required principles, advantageous principles and additional principles. Banks are suggested to take the required principles as the basic, necessary principles in the designing of interactive functions of their websites. They are also suggested to provide the advantageous principles which give them competitive edge to increase the assets of their websites. As for the additional principles which are optional, it is up for banks to choose whether to provide or not based on the goals of their websites.
Finally, this study suggests a direction for further studies, which is to investigate the degree of satisfaction clients hold toward using the interactive functions of bank websites. Besides, in terms of targets of studies, it is suggested that the number of websites investigated be increased and that overseas websites be included as targets of studies, so as to compare the difference between domestic and overseas bank websites in terms of their design of interactive functions.

並列關鍵字

bank website ； interactivity ； interactive function ； website design ； user interface design ； internet banking

參考文獻

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