| Abstract: | 隨著科技日新月異，行動金融在全世界各地已經相當廣泛Zarifopoulos and Economides（2009）。Kamakodi and Basheer（2008）研究指出，顧客非常樂意接受使用銀行電子化金融服務；Tommi and Mika（2007）認為，在各種金融服務中，以行動電話視為最被看好的發展之一。因此本研究探討證券商提供的手機行動下單服務中，顧客對該系統服務之重要度與滿意度進行分析。本研究彙整目前證券業的行動下單系統功能、服務內涵、市場概況等相關資料，經TAM科技接受模式與顧客認知易用性、認知有用性及相關顧客需求因素，根據PZB服務缺口模型來設計問卷之問項，以探討服務內涵和顧客需求間的缺口差距。經剔除無效問卷共回收163份有效問卷後進行IPGA（Importance Performance and Gap Analysis）分析，研究發現顧客對系統安全機制、資料隱私保護及人性化設計非常重視，且在重要性與滿意度的排名有顯著的差異，即滿意度低於重要性，呈現「負向缺口」。故本研究建議證券商應改善系統安全機制、資料隱私保護及人性化設計，同時加強系統排除障礙及技術分析的能力，相關結果將提供給證券商做為資源重整策略的參考。
The study covers the mobile stock trading system, service content, general market situation and so on; and would apply perceived ease of use, perceived usefulness of Technology Acceptance Model (TAM), together with relevant customer demand factors, to build up a questionnaire based on PZB mode, design service gap items. The data would be collected to study gap between service content and customer demand.After taking away the invalid questionnaires, 163 valid ones are recollected for IPGA (Importance Performance and Gap Analysis) analysis. Result shows that customers are paying much emphasis on system security mechanism, privacy protection and service customization. Besides, it is found that satisfaction level is lower than importance, reflecting a negative gap. Thus this study recommend security firms to improve their system security, privacy and degree of customization; meanwhile, they should also improve its capability in problem solving and technical analysis. All relevant result would be provided to security firms as reference for resource integration strategy. |
