隨著行動科技日新月異,在國內推行已久但一直無法被普遍使用的行動銀行服務似乎有捲土重來的趨勢,不同於現有的行動銀行研究,多半採用科技接受模式(TAM)、計畫行為理論(TPB)來分析影響行動銀行使用意願之因素,本研究採用顧客價值理論的「效用觀點」中所提到「顧客價值就是顧客在交易進行中『所得到的』和『所付出的』之間的抵換(trade-off)關係」的概念(Zeithaml, 1988),將使用行動銀行最主要好處「便利性」作為消費者效益的來源;而一般大眾對於使用行動銀行普遍的疑慮「安全性」作為消費者最可能付出的成本,先探討各個前置的風險因子(如:科技焦慮、行為反思、對通訊業者的信任)以及能力因子(如:行動銀行自我效能、專業能力、知覺行為控制)對「便利性」以及「安全性」的影響,再來研究現今行動通訊的時代背景之下「便利性」及「安全性」在消費者心中的權衡狀況,以了解二者對於消費者行動銀行使用意圖的影響。 研究結果發現,在現今行動通訊的時代背景之下,消費者行動銀行使用意圖受到「便利性」的影響遠大於「安全性」的考量,而「便利性」來自於能力因子中的「知覺行為控制」,「安全性」則是來自風險因子「對通訊業者的信任」,另外在本研究所提出之前相關研究中未曾考量的自我反省類型變數「行為反思」方面,消費者對自身行為的反思確實會影響他對於行動銀行安全性的看法,進而影響到他的使用意圖。
With the change of the mobile technology, mobile banking service seems to be took notice again in Taiwan. Unlike most of recent literatures use “Theory of Planned Behavior” or “Technology Acceptance Model” to analyze the factors that influence the use intention of mobile banking. This research treats of mobile banking use intention from the viewpoint of the utility perspective in Customer Value theory. That means the perspective of the tradeoff between the benefits and the cost in the consumers’ heart. I use “Convenience” as the most important benefit and “Security” as the main cost to analyze how those two factors influence the use intention of mobile banking. We also analyze several ability and risk factors which may influnce preceived convenience and risk to mobile banking then change the intention to use it. My research also adds a new factor which never be used in mobile commerce research called “Behavior reflection” to see if the consumers’ negative self-reflection will affect use intention or not. The result shows that the effect of “Convenience” is greater than “Security”. And the factor “Behavior reflection” truly affects use intention of mobile banking through the factor “Security”.