近幾年,網路銀行已成為銀行提供金融服務的一個新型態管道,為銀行及顧客帶來眾多的利益。因此,實有必要去探討影響網路銀行顧客滿意度的關鍵因素,以幫助業者改善其線上通路,進而提供更符合今日消費者需求的線上服務。 本研究針對網路銀行實際使用者為研究對象,在2008年七月執行大規模的調查來蒐集實證資料,並應用結構方程模式來驗證研究模型的結構關係。研究結果顯示,本研究提出的網路銀行滿意度研究模型,其適切性獲得實證上的支持。此外,本研究發現顧客忠誠度受使用滿意度顯著影響,並且使用滿意度又受認知有用性與認知風險顯著影響,而網站設計除直接影響認知有用性外,亦透過認知易用性間接影響認知有用性。
In recent years, Internet banking has become a kind of new delivery channel for financial services, bringing many benefits to both banks and customers. Therefore, it is necessary to explore the critical factors that affect customer satisfaction in the context of Internet banking to help banks enhance their online channel and further to meet the demands of today's consumer on online services. This study carries out a large scale survey among actual users of domestic Internet banks in July 2008 to collect our dataset and applies structural equation modeling to test the structural relations of our research model. The results show that the appropriateness of our research model revolving customer satisfaction with Internet banking is empirically supported. Furthermore, this study also finds that customer loyalty is significantly affected by user satisfaction, which is in turn affected by perceived usefulness and perceived risk, while website design not only directly affects perceived usefulness, but also indirectly affects that via perceived ease of use.