從消費價值理論探討銀行便利商店化

Exploring the Banking in Convenience Store from the Theory of Consumption Values

康菀芸(Wan-Yun Kang)

指導教授 ： 王居卿

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00309

摘要

隨著科技的進步與資訊技術的快速發展，當人們不再倚賴銀行臨櫃服務，轉而大量使用網路銀行、行動支付時，金融系統已逐漸在改變。Brett King於2013年所出版的《銀行轉型未來式—BANK 3.0》一書，主要觀點在強調客戶未來需要的不是實體營業據點，而是銀行的功能，甚至預言未來銀行的分行都可能因銀行數位化而消失。台灣目前銀行環境仍介於實體分行和電子銀行之間，實體分行雖然近期內不會完全被取代或消失，但轉型將是銀行需面對的重要課題。故若針對即將面臨的「客戶對於銀行的實體分行的需求降低」情況，銀行將如何因應？本研究從消費者的觀點並以消費價值理論(Sheth, Newnan and Gross,1991)為主要理論基礎，探討消費者透過便利商店辦理銀行業務之意願，進而了解銀行全面結合便利商店的可行性，並比較消費者使用經驗的有無在接受意願上之差異，讓銀行業者能清楚了解消費者行為，做出較佳的市場預測與佈局。

本研究透過文獻探討、次級資料及問卷調查法去收集資料，經統計分析結果有下列重要發現：
1. 銀行與便利商店進階結合，可處理所有一般制式化的銀行業務。
2. 「有」使用過便利商店自動櫃員機或多媒體系統機經驗的消費者比「無」使用過的，在銀行便利商店化的接受意願上高。
3. 功能性價值、情感性價值、新奇性價值及情境性價值對於「有」使用經驗的消費者之便利商店化接受意願具顯著的影響，此發現可提供銀行
業者較佳的市場佈局及預測，以因應Bank 3.0銀行數位化的來臨。
4. 情感性價值及情境性價值對於「無」使用經驗的消費者之便利商店化接受意願具顯著的影響，此發現亦可提供銀行業者擴大銀行便利商店化
的使用比例及版圖。

關鍵字

Bank 3.0 ； 便利商店 ； 自動櫃員機 ； 多媒體系統機 ； 消費價值理論

並列摘要

With the rapid advancement of technology and information techniques, when people no longer rely on bank counter services and are in favor of online banking and mobile payment, it is the time that the financial system should be transformed. The author Brett King in the book- Bank 3.0: Why Banking Is No Longer Somewhere You Go, But Something You Do (2013)- stressed that in the future, what customers need is not the physical location of a bank, but its function and services, and King further predicted that physical banks will gradually phase out due to the existence of online banking. Currently, the banking environment is located between physical bank branches and online banking; although the branches might not disappear or be replaced completely in the near future, the transformation is an important issue that the banking industry has to face. Thus, based on consumer’s points of view and the main conceptual framework of “Theory of Consumption Values” (Sheth, Newman and Gross, 1991), this study will explore consumers’ willingness to make all the transactions through convenience stores, and understand better the feasibility of integrating banking services with convenience stores, and lastly, provide a clearer picture for the banking industry.

Through collection of data from literature reviews, secondary data and questionnaire survey, and then analysis by statistical testing, this study has come up with following important findings:
1. The integrated banking convenience stores could take care of general and standardized transactions.
2. Users of ATM or multi-media systems varied significantly in their willingness to accept the integrated banking convenience stores is higher than non-users of ATM or multi-media systems.
3. The functional value, emotional value, epistemic value and conditional value have significant impacts on the users’ willingness to accept the integrated banking convenience stores, provided for the banking industry to make better layouts and predictions for the Bank 3.0 era.
4. Moreover, the emotional value and conditional value have certain influences over non-users’ willingness to accept the integrated banking convenience stores, provided for the banking industry in promoting the functions of the integrated banking convenience stores.

並列關鍵字

Bank 3.0 ； Convenience Store ； ATM ； Multi-media system ； Theory of Consumption Values

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