消費者價值對使用意圖、顧客滿意度與企業形象之影響－以數位銀行為例

CCUR > College of Business > Department of Banking & Finance > Thesis > Item 987654321/48803

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48803

Title:	消費者價值對使用意圖、顧客滿意度與企業形象之影響－以數位銀行為例 The Impact of Customer Value on Use Intention, Customer Satisfaction and Corporate Image: A Case Study of Digital Banking
Authors:	陳欣浩
Contributors:	財務金融學系
Keywords:	數位銀行使用意圖消費者價值理論企業形象顧客滿意度
Date:	2020
Issue Date:	2020-11-09 10:27:13 (UTC+8)
Abstract:	數位化的金融科技時代浪潮席捲來襲，現今資訊數位與網路的連結已成為商業活動能否成功的決定因素之一。有鑑於對金融服務需求的深刻變化，銀行正在透過使用不同的方法來響應數位化時代。本研究企圖瞭解消費者對於數位銀行的創新金融服務，是否會有意圖去使用，又是否會因為各大銀行業推出數位銀行的服務而提升銀行的顧客滿意度及企業形象。因此，本研究採用SPSS及SEM作為資料分析的工具，並探討各家銀行在積極推動數位銀行下，消費者價值對使用意圖及顧客滿意度與企業形象之影響。研究結果發現消費者價值對使用意圖有正向顯著；消費者價值對顧客滿意度有正向顯著；顧客滿意度對企業形象有正向顯著；企業形象對使用意圖不支持其假說；使用意圖對使用行為有正向顯著。數位化的金融科技時代浪潮席捲來襲，現今資訊數位與網路的連結已成為商業活動能否成功的決定因素之一。有鑑於對金融服務需求的深刻變化，銀行正在透過使用不同的方法來響應數位化時代。本研究企圖瞭解消費者對於數位銀行的創新金融服務，是否會有意圖去使用，又是否會因為各大銀行業推出數位銀行的服務而提升銀行的顧客滿意度及企業形象。因此，本研究採用SPSS及SEM作為資料分析的工具，並探討各家銀行在積極推動數位銀行下，消費者價值對使用意圖及顧客滿意度與企業形象之影響。研究結果發現消費者價值對使用意圖有正向顯著；消費者價值對顧客滿意度有正向顯著；顧客滿意度對企業形象有正向顯著；企業形象對使用意圖不支持其假說；使用意圖對使用行為有正向顯著。 The wave of digital financial technology has swept through, and the connection between digital information and the Internet has become one of the decisive factors for the success of business activities. In view of the profound changes in demand for financial services, banks are responding to the digital age by using different methods. This study attempts to understand whether consumers will be Intention to use digital banking's innovative financial services, and whether the major banking industries will launch digital banking services to enhance bank's customer satisfaction and corporate image. Therefore, this study used SPSS and SEM as a tool for data analysis. To explore the impact of consumer value on the use intention and customer satisfaction and corporate image under the positive promotion of digital banking. The results of the study found that consumer value is positively significant for use intention; consumer value is positively significant for customer satisfaction; customer satisfaction is positively significant for corporate image; corporate image does not support its hypothesis for use intention; The use intention is positively significant for use behavior.
Appears in Collections:	[Department of Banking & Finance ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	309	View/Open

View Licence

Loading...