隨著網際網路日益發達,「網路銀行」的服務因應而起。本研究旨在瞭解國小教師使用網路銀行之特性,以及對於網路銀行功能及服務型態的界定分析,更進一步探討提升國小教師網路銀行使用率之行銷策略,以作為銀行業者經營網路銀行之參考。 本研究透過相關文獻及深度訪談,採用問卷調查的方式進行研究。經由資料分析發現,約有三成比例的高雄地區國小教師(以下簡稱受訪者)沒有網路銀行的帳戶,即使擁有網路銀行帳戶的老師在使用頻率上也偏低。而「最高學歷」和「服務學校地區」在受訪者使用網路銀行特性上有顯著差異;然而,不同背景變項之受訪者,在使用網路銀行服務所重視之因素及提升網路銀行使用率之行銷策略方面並無顯著差異。再者,根據研究結果顯示,受訪者對於使用網路銀行服務所重視之因素,以及提升網路銀行使用率之行銷策略上,將「隱私保密及網路交易的安全」視為第一要素。 針對銀行業者提升網路銀行使用率之行銷策略方面,本研究提出的具體建議為「客戶優先」(Consumer First)模式,其概念如下:網路銀行必須以客戶為導向,首重安全性,努力維持良好的商譽,給予客戶高度信任感,輔以使用的便利性及友善性,同時擁有多元完整的服務功能,隨時更新網站資訊,並具備完善的客訴機制,以符合客戶滿意度期望,讓客戶能更有效率地進行理財規劃。
With the development of Internet,「Internet bank」shows up in the market. The purpose of the study is to understand the features of elementary school teachers to use Internet bank, and to define and analyze the functions and service patterns of Internet bank. Furthermore, the study tries to discuss the marketing strategies of raising the utilization rate of Internet bank of elementary school teachers in order to make suggestions to the banks. The study is referred to the related references and interviews, and developed a questionnaire as the tool to investigate into status quo. Through the analyses of data, the study evidences that about thirty percent of elementary school teachers in Kaohsiung area have no Internet bank accounts. Even the respondents with Internet bank accounts have lower utilization rate of Internet bank. Moreover, there are significant differences in the variables of the academic degrees and the districts of working schools on the features of the respondents to use Internet bank. However, there are no significant differences existed among the different demographic background variables of the respondents on the emphasized factors to use Internet bank and the marketing strategies of raising the utilization rate of Internet bank. In addition, according to the study, “privacy protection and security of Internet trading” takes the first place both on the factors which the respondents emphasized while using Internet bank and the marketing strategies of raising the utilization rate of Internet bank. In conclusion, for the marketing strategies of raising the utilization rate of Internet bank, the study makes the concrete suggestions to the banks is the “Consumer First” model, as well as the concepts of the model are as follows:Internet bank should be consumer-oriented; while security is the most important factor. Internet bank should try to keep the perfect credit and give the sense of trust for the consumers. At the same time, along with the convenience and user-friendly feature, Internet bank should also have multiple and integrated services. Moreover, Internet bank ought to update quickly while having the well-formed reply system for consumers’ complaints in order to meet the consumers’ satisfaction and make the consumers deal with the financial planning more effectively.