大數據應用與網路金融接受度對顧客關係品質與整合行銷影響之研究

文化大學機構典藏 CCUR > 商學院 > 財務金融學系 > 博碩士論文 > Item 987654321/38219

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题名:	大數據應用與網路金融接受度對顧客關係品質與整合行銷影響之研究 The Impact of Big Data Applications and Network Banking Acceptance on Customer Relationship Quality and Integrated Marketing
作者:	顏禎妤
贡献者:	財務金融學系
关键词:	大數據網路金融接受度顧客關係品質整合行銷 big data network banking acceptance customer relationship quality integrated marketing
日期:	2017
上传时间:	2017-09-27 12:48:14 (UTC+8)
摘要:	現代資訊網路科技日新月異，網路資料快速大量累積，大數據應用開始備受大眾所關注，企業利用大數據分析顧客的喜好並提供客製化服務、諮詢以及相關產品資訊。企業獲得的網路數據來自於顧客對於網路使用，若顧客對網路金融的接受度越高，將會對金融業帶來更多有利的數據資料，亦可創造新的銷售思維，同時提升金融的整合行銷。然而，對於利用顧客的資訊主動提供顧客服務和產品，亦可能會使顧客產生個人隱私遭侵犯從而對企業感到失望且不滿，彼此之間的互動關係有待進一步的釐清。本研究將採用LISREL8.70以及SPSS 18.0軟體作為資料分析工具，進行問卷回收，瞭解各變數的關係，並以結構方程模式(SEM)來探討大數據應用與網路金融接受度對顧客關係品質與整合行銷之相互影響性，研究結果發現，大數據應用與顧客關係品質及整合行銷具有顯著正向影響關係，網路金融接受度對顧客關係品質與整合行銷具有顯著正向影響關係，顧客關係品質對大數據應用與整合行銷之關係具有部分中介影響效果，網路金融接受度對大數據應用、顧客關係品質與整合行銷之關係具有正向干擾效果。 Based on rapid progress in modern information network technology, big data has accumulated quickly and is applied to be the focus of public attention. Business use big data to analyze customer preferences and provide customized services, consulting and related product information. Business obtained the network data from the customer for internet use, if the higher customer acceptance of network banking, the financial sector will be more favorable data, can also create new marketing thinking, while increasing financial integrated marketing. For the use of customer information, however, offer to customer service and product, also could make the customers have personal privacy breaches to disappointment and dissatisfaction to business, further clarify the interaction between each other. LISREL8.70 and SPSS 18.0 software are adopted in this study as a data analysis tool, to conduct questionnaire recycling, to understand the relationship among variables in the study. The structural equation modelling is applied to investigate the causality of the application of big data and the network banking acceptance on customer relationship quality and integrated marketing. The results show that the big data application has a significantly positive impact on customer relationship quality and integrated marketing. The network banking acceptance has a significantly positive impact on customer relationship quality and integrated marketing. The relationship between big data application and integrated marketing is partially mediated by customer relationship quality. The network banking acceptance will reinforce the positive relationships between big data application and customer relationship quality and integrated marketing.
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