行動銀行App之品牌依附與滿意度對使用意願關聯性之研究

隨著科技發展，快速的技術革新對行動手機技術產生了巨大變化。企業擁有自己的行動App能提高品牌高度和信譽並且快速且有效地收集客戶的資訊與反饋。而金融業透過行動銀行App分析客戶行動設備的數據，能更好地理解和滿足客戶銀行業務的需求。台灣是一個資訊大國，政府政策也大力提倡金融效率提升，但台灣行動銀行App的使用率卻不高。因此本研究希望藉由視覺設計、資訊設計、導覽設計、合作設計、服務品質、易用性等動機構面著手，來了解使用者對於行動銀行App的滿意度，從而影響使用者對於銀行的品牌依附和使用者對於行動銀行App的推薦意願與持續使用意願。本研究問卷採用網路問卷，在Facebook上以非隨機便利抽樣方式發放，以有使用行動銀行App的使用者為填答對象，計回收有效問卷413份。研究結果發現1.品牌依附會正向影響App的滿意度。2.App的滿意度會正向影響使用者的推薦意願。3.App的滿意度會正向影響使用者的持續使用意願。4.App滿意度對App持續使用意願會受到品牌依附的調節。5.App滿意度對App推薦意願不會受到品牌依附的調節。本研究結果與發現有助於行動銀行App未來的開發與發展方向及如何增加行動銀行App的使用率和普及有所貢獻，本研究也提出具實務的建議，將對銀行業面對未來多變的經營環境有所幫助。

關鍵字

行動銀行App ；滿意度；品牌依附；持續使用意願；推薦意願

並列摘要

With the development of technology, rapid technological innovation has brought great changes to mobile phone technology. Company which have their own APP can improve the brand height and collect information and feedback from customers quickly and effectively. The financial industry can better understand and meet the needs of customers' banking services by analyzing the data of customers' mobile devices through the mobile banking APP. Although our government has been promoting financial efficiency, the use rate of Mobile Bank APP in Taiwan is still not high. The aim of this study is by using visual design, information design, navigation design, cooperative design, service quality, login time, to understand the satisfaction of all users. What affects the user brand attachment and user for action for the bank to App 'willingness to recommend and continuous use intention. In this study, 413 valid questionnaires were collected from the users of mobile bank APP. The questionnaires were distributed on Facebook by non-random convenience sampling. The results show that 1. Brand attachment has a positive impact on APP satisfaction. 2.App satisfaction has a positive impact on users' recommendation intention.3.App satisfaction has a positive impact on users' willingness to continue using. 4.APP satisfaction and intention to continue using APP will be regulated by brand attachment. 5.App satisfaction and recommendation intention are not regulated by brand attachment. The results and findings of this study contribute to develop direction of mobile bank APP and how to increase the utilization rate and popularity of mobile bank APP. This study also puts forward practical suggestions, which will be helpful for the banking industry to face the changing business environment in the future.