- 學位論文
探討影響消費者對金融品牌社群之使用意願
The Effects of Finance Brand Community on Consumer Use Intention
摘要
網路發展日新月異，金融業務面臨更複雜的異業跨界競爭，金融業務數位化變革為攸關銀行競爭力之重要策略，紛紛成立品牌社群來進行行銷。然而，過往對於品牌社群的研究大多集中於消費品牌，以品牌社群為基底，探討金融品牌社群特性，對於使用者在認知風險與信任的消長，進而影響金融品牌社群消費者使用意願的研究，卻未被討論。究竟哪些特性，會透過認知風險與信任，影響消費者對於金融品牌社群的使用意願，則是本文之主要研究問題。本研究以認知風險、信任，作為中介變數，探討網路互動性、品牌權益、資訊品質，以及訊息來源可信度對消費者對社群金融品牌的使用意願之影響。本研究透過實體問券與網路問卷，共收集360份樣本，進行結構方程模式分析。本研究經結構方程模式分析發現社群網路互動性、品牌權益、資訊品質、訊息來源可信度對信任有顯著的正向影響；社群網路互動性、信任對知覺風險有顯著的負向影響；而知覺風險對使用意願意有負向影響。另信任對使用意願呈現顯著的正向影響。本研究結果有助於金融業者在行銷策略與品牌社群管理之參考。
並列摘要
The Internet is developing rapidly and drastically, and financial services today face more complex cross-sector and cross-border competition. The digital revolution of financial services is an important strategy for relevant banks to remain competitive. These banks have established brand communities for marketing purposes. In the past, studies on brand communities were largely focused on consumer brands. However, studies based on brand communities to explore the characteristics of financial brand communities, and the growth and decline of users’ risk perception, which affect the reuse intention of users belonging to a financial brand community, have never been discussed. The main research question of this article is to explore the types of characteristics that will affect the reuse intention of financial brand community consumers through risk perception and confidence. In this study, risk perception and confidence are the intermediary variables used to explore the influences of interactive network, brand equity, information quality, and message source credibility on the reuse intention of financial brand communities. A total of 360 samples were collected through online questionnaires to conduct a structural equation modelling analysis. The analysis shows that social network interaction, brand equity, information quality, and message source credibility have a significant positive impact on confidence; social network interaction and confidence have a significant negative impact on risk perception; and risk perception has a negative impact on reuse intention. It also shows that confidence has a significant positive impact on reuse intention. The findings of this study will be helpful as reference for those in the financial industry with regard to marketing strategy and brand community management.