我國行動金融平台影響因素與改善方案之研究

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/38360

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38360

Title:	我國行動金融平台影響因素與改善方案之研究 A Study of Critical Factors and Improvement Program on Mobile Finance Platform in Taiwan
Authors:	林靜怡
Contributors:	國際企業管理學系
Keywords:	行動金融平台行動銀行結構方程模式網路程序分析法 mobile finance platform mobile bank structural equation model analytic network process
Date:	2017
Issue Date:	2017-10-18 11:50:23 (UTC+8)
Abstract:	近年來，由於網際網路以及行動手持設備的日益普及，帶動全球行動金融服務的快速發展，使用者只要透過無線網路就能隨時隨地採用行動金融平台上所提供的資訊與服務。故使用者是否願意採用行動金融平台是行動銀行業者拓展市佔率的關鍵，行動金融平台影響因素對使用者而言亦非常重要。因此本研究將行動金融平台品質影響因素以兩部份進行探討。一是針對行動銀行使用者進行問卷調查，採用結構方程模式探討服務品質及可用性對於「態度」及「意圖」之間的關聯性。研究結果顯示內容、易使用性、個性化、情緒、服務品質對態度有顯著正向關係。二是進行專家意見調查並運用網路程序分析法提出優先方案。研究結果顯示功能性方案之權重值高於可及性方案，因此優先採用功能性方案能讓使用者信任行動金融平台，進而提高使用者採用行動金融平台的意願及持續使用。希冀本研究結果能提供給行動銀行業者作為設計與改善行動金融平台時之參考依據，進一步提高使用者採用行動金融平台進行金融交易的意願並提高使用者的持續使用率。 In recent years, due to the rapid development of mobile devices and mobile internet usage, users can access wireless networks to browse information on anytime, anywhere. The motivation of users to adopt mobile finance platform is the key to the grasp and expansion of a bank’s market share. Mobile finance platform quality is the most im-portant for users. The purpose of this research was to explore the relationships among usability, service quality, user’s attitude and user intention of mobile finance platform. According to the research findings, content, ease of use, made-for-the-medium, emotion, and service quality were major factors affecting intention of mobile finance platform. Then, this study designed a dependency questionnaire using Analytic Network Process based on the defined goals, criteria, sub-criteria and program dependencies of mobile finance platform. And found that the weights of the functional programs were higher than the weights of the accessible programs. Users could be convinced of the credibility and persuasiveness of mobile finance platform. To expect this research result can help mobile banking industries enhance users’ willingness for the sustained use of mobile banking transaction services on mobile finance platform.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	108	View/Open

View Licence

Loading...