| 摘要: | 科技改變生活，就連金融業也跟進轉型，金融與科技的結合使得數位金融服務變得有效率，促成了各國對數位金融服務的發展投入。數位金融服務研究中心是企業的基本人格，COVID-19釋出了數位金融的核心，疫情的入侵改變人的生活接觸型態，催化出各式各樣的數位金融服務零接觸需求，加速了數位金融服務的拓展。數位金融服務快速發展之下，金融業因產生不同的營運型態。現階段的數位帳戶以做為智慧手機的軟體 APP 讓使用者操作，接著純網路銀行的加入也採用連接手機與通訊軟體之間的綁定操作，影響數位金融服務體驗的改革，因此線上顧客量越多代表著使用者正朝著簡化，方便，效率來體驗數位金融服務。
本研究建立資訊管理對於數位金融服務的客戶對於數位金融服務體驗持續使用行為之研究，以了解顧客對於數位金融服務體驗系統之使用方法、操作及熟練度，利於明白數位金融服務之優勢與可以改進之缺失，進一步對未來數位金融服務做更好的改進與建議。
本研究以台灣各主要銀行挑選有使用數位金融服務的線上顧客，並以其公司顧客為受訪對象採用問卷調查法，將整合線上顧客使用數位金融服務之科技準備度、創新抵制與持續使用行為來分析線上顧客在數位金融服務使用體驗的項目和功能作為參考，以18歲以上線上顧客為研究對象，採用網路問卷蒐集資料共318份，以敘述性統計分析、信度分析、效度分析、因素負荷量、 T 檢定與變異數進行料分析。
Technology has changed life, and even the financial industry is facing changes. The combination of finance and technology has made financial services more efficient and contributed to the development of financial technology in various countries. The Financial Technology Research Center emphasizes that it will be the basic personality of an enterprise. COVID-19 has released the core of digital finance, and the financial industry has undergone changes. Access to demand has accelerated the expansion of digital financial services. With the rapid development of financial technology, the financial industry has produced different operating models. At the present stage, the digital account is used as a software APP in the smart phone for users to operate, and then the addition of pure online banking also adopts the binding operation between the mobile phone and the communication software, which affects the reform of the digital financial service experience, so the number of users is increasing. It mostly means that users are experiencing digital financial services towards simplification, convenience and efficiency.
This study establishes information management for the research on the continuous use behavior of digital finance by customers with financial service experience, to understand the customer's use method, operation and proficiency of the financial service experience system, which will help to understand the advantages of digital finance and the deficiencies that can be improved, and further Make better improvements and suggestions for future digital finance and services.
This study selects online customers who use digital financial services from major banks in Taiwan and takes the customers of their companies as the interviewees. It adopts the questionnaire survey method and integrates online customers’ digital financial service technology readiness, innovation resistance and continuous use behavior to analyze the items and functions of online customers’ experience in digital financial services. Taking online customers over the age of 18 as the research object, a total of 318 data were collected using online questionnaires. Data analysis was carried out with descriptive statistics, reliability analysis, validity analysis, factor loading, T-test and variance. |
