應用DEMATEL決策實驗室分析法，探討銀行數位金融 Bank 3.0成功關鍵因素之研究

台灣金融業因長期受到服務同質性重疊、市場競爭度過高及資源配置不當等不利因素影響，金融監督管理委員會(金管會)於2015年1月13日宣布啟動「打造數位化金融環境3.0政策」，本研究將從銀行業之立場，探討數位金融Bank3.0的成功關鍵因素，以開創數位金融的營運價值，藉此擴大銀行產業經營規模、加強國際競爭力。本研究藉由文獻回顧擬定符合銀行數位化成功營運的影響因素量度，進而透過10位金融專業人士及銀行資深高階主管意見交流，進行問卷與分析，探討「使用者滿意度」、「實體分行」、「金融科技」及「組織運作」四構面主題與其關鍵因素存在之因果關係，及對數位金融之影響程度。應用DEMATEL決策實驗室分析法，進行四構面主題與各項量度之重要性對應影響度做計算和排序。研究結果顯示： 1、四構面主題以「使用者滿意度」構面，具有影響數位金融Bank3.0成功推展最根本重要性，其影響為正向且顯著。 2、使用者滿意度構面之核心關鍵因素為『行為意圖』，其影響為正向且最顯著。 3、實體分行購面之核心關鍵因素為『經營策略』，其影響為正向且最顯著。 4、金融科技構面之核心關鍵因素為『行動商務』，其影響為正向且最顯著。 5、組織運作構面之核心關鍵因素為『服務定位』，其影響為正向且最顯著。

關鍵字

數位金融 Bank3.0 ；關鍵因素； DEMATEL決策實驗室分析法

並列摘要

The Financial Supervisory Commission (FSC) announced on January 13, 2015 the launch of the "3.0 Policy on digital financial environment", due to the long-term constraints of the financial bank service homogeneous, excessive market competition and improper allocation of resources. From the standpoint of the bank,this research discussedthe key factors of the success of digital financial Bank3.0 and create the value of digital financial operation, so as to enlarge the banks’ operation scale and strengthen the international competitiveness. This study through a literature review , is designed to measure the determinants of successful digital banking operations and to communicate with senior executives of 10 financial professional with bank person, By questionnaire and analysis , probes into "customer satisfaction", "entity branch", "financial technology" and "organization operation " The causal relationship among the four dimension all themes and key factors, and the degree of influence on digital finance. Through the Dematel decision-making laboratory analysis method, the four dimensional surface themes and the importance of each measure were calculated and sorted. The research results show that: 1、the four-dimensional theme of "user satisfaction"to the construction surface, with the impact of the success of digital finance Bank3.0 the most fundamental importance, its impact is positive and significant. 2、the core key factor of user satisfaction is"behavior intention", its influence is positive and most significant. 3、the core key factor of entity branch purchase is"business strategy", its influence is positive and most significant. 4、the core key factor of financial science and technology is "action commerce", its influence is positive and most significant. 5、the core key factor of organization operation is"service orientation", its influence is positive and most significant.