新服務的推動與顧客接受度分析-以行動銀行APP為例

The Promotion of New Service and the Customer Acceptance Analysis, the Case of Mobile Banking

戴燕鈴(Yan-Ling, Dai)

指導教授 ： 曾義明

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00147

摘要

論文提要內容：
隨著行動通訊技術的日漸成熟，銀行業整合各項金融服務與行動服務，推出讓顧客自行理財的行動銀行APP，讓使用者瞭解如何透過智慧型手機結合行動銀行APP，進行各項服務與蒐集理財資訊，在高度競爭的銀行市場中，銀行業者為創造更多的營收機會與市場佔有率，不斷推出各種促銷活動，進而提高顧客接受度。
許多銀行將業務重心移轉到個人消費金融業務上，銀行業者在提高服務品質的前提下，開始發展各自的行動商務，進而投資建置行動銀行APP以發展行動商務，讓顧客可以更方便即時地使用銀行服務。
本研究主要針對行動銀行APP新服務的推動，探討行動銀行APP與顧客接受度之關係，針對樣本進行實證分析與討論後，有以下的重要發現：
一、行動銀行APP在顧客的接受度上，於「教育程度」、「行動裝置系統」及「是否曾使用過行動銀行服務」方面是有差異的。
二、從問卷樣本中可以得知，不同族群(追求創新新知族群、追求方便族群)接受行動銀行APP的模式也不盡相同。
三、從實證結果得知行動銀行APP的接受度，在人口統計變數及行動銀行服務使用經驗上有顯著差異。

關鍵字

行動銀行 ； 手機持有者 ； 生活型態

並列摘要

With mobile communication technology maturing, it is a tendency that banks start to integrate banking and financial services into mobile services which is Mobile Banking APP, and people can manage the finance by themselves as well. Therefore, how to make the users to be familiar with the services through smart phones and Mobile Banking APP to collect financial information become an important issue. It also makes highly competitive market in banking industry, and banking business have to launch more promotion activities which creat the increasing of revenue and market share to influence the acceptance of customers.
Many banks transfer the attention of business to consumer finance business personally, for improve service quality of banking business, began to develop their own mobile commerce, and make further efforts to invest and build Mobile Banking APP in order to develop mobile commerce, and make customers to use banking services easily and instantly.
The main purpose of this study is to explore the relationship with customer acceptance of Mobile Banking APP degrees. After the empirical analysis and discussion of the questionnaire for this learning sample, there are following the important discoveries:
1. The acceptance of Mobile Banking APP is associated with "education", "the system of mobile device," "whether have been in the service of mobile banking or not" which could influence the various degree.
2. Accoding to the results of the survey, the acceptable of mobile banking APP is not the same among different ethnic groups (The pursuit of new knowledge ethnic groups, The pursuit of convenience ethnic groups ) .
3. From the comprehensive test results of study hypothesis, the acceptance of Mobile Banking APP in the demographic variables and using of Mobile Banking service experience are different obviously.

並列關鍵字

Mobile Banking ； Cell Phone Holders ； Lifestyle

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