新藝術元素融入行動銀行App對於使用態度之影響

Abstract

科技金融時代來臨，數位轉型翻轉傳統銀行資訊生態，從AI、生物辨識、大數據直到元宇宙，各家銀行除了大舉擴編資訊人才，更換核心系統外，並積極打造數位環境，不斷提升自家行動App之功能與效能，這屬完全競爭的金融市場裡，因牽涉至金錢交易，故在App功能及資安考量首重於美觀之前，然而金融業務具高度同質性之下，顧客之使用感受近年漸漸受重視，這無形服務層面可能轉變成競爭優勢。所以在數位戰場上，若將非金融之元素融入行動銀行App，將之與藝術文創結合，打造新的生態圈，期能創建彼此供需，讓銀行即是生活，銀行即是服務的概念能被實現，進而塑造品牌形象並為生活注入藝術氛圍，打造金融美學。依據研究架構及研究假設，以模擬App介面搭配問卷方式加以研究分析後，依研究結果顯示，對於將藝術畫作融入行動App的介面設計元素對顧客體驗及使用App之態度皆有著正向影響，反觀顧客美感中心度(CVPA)並不會對使用行動銀行App態度有顯著之調節，也就是顧客美感中心度是屬於自我感受，不論個人對自我美感的評估如何，對於在藝術提倡及生活美學上仍是正面支持的，這也就是為何不論從介面藝術、圖案風格、色彩彩度運用對於App的使用態度都有正面且顯著之效果。十八世紀文藝復興後之新藝術風格與金融的一場邂逅，與銀行、金融相關的名詞總有著利害關係或是金錢氣息的刻板印象，本研究探討透過新藝術美學、表現美學，問卷回饋，從使用者觀點檢定受測者在數位轉型之下，因為不同世代影響，開始懂得享受生活，懂得要求感受及體驗，願意主動接觸不同領域的面相，透過讓使用者直覺式且藝術化介面，並以多色彩的方式呈現，比起早期普遍採用制式介面設計模式已能接受，對目前處於系統開發規劃人員的來說，如何讓顧客聚焦在介面設計的亮點上，有時會比強調酷炫功能來得更具有意義。

With the advent of the era of technology and finance, digital transformation has transformed the traditional banking information ecosystem. From AI, biometrics, big data to the Metaverse, banks have not only expanded their information talents and replaced core systems, but also actively created a digital environment and continuously improved their mobile Apps. The functions and performance of the App, in a perfectly competitive financial market, involve money transactions, so App functions and security considerations are of course before aesthetics. However, because of the high homogeneity of financial services, customers’ experience of using the App has not changed until recent years. Gradually being valued, because this invisible service level may turn into a competitive advantage. Therefore, in the digital battlefield, if non-financial elements are integrated into the mobile banking App, combined with art, culture and creativity, to create a new ecosystem, we hope to create mutual supply and demand, and make the concept of banking as life and banking as service It can be realized, shape the brand image and inject aesthetic concepts and artistic atmosphere into life.According to the research framework and research assumptions, after researching and analyzing the simulation App interface with the questionnaire method, the research results show that the interface design elements that integrate art paintings into the mobile App have a positive impact on the customer experience and the attitude of using the App. Customer aesthetic centrality does not significantly adjust the attitude towards using the mobile banking App, that is, customer aesthetic centrality belongs to self-feeling, regardless of individual's evaluation of self-aesthetics, it is still a positive support for art promotion and life aesthetics Yes, that's why it has a positive and significant effect on the App's attitude in terms of interface art, pattern style, and color saturation. An encounter between Art Nouveau and finance after the Renaissance in the 18th century. Terms related to banking and finance always have a stereotype of interest or money. This study explores the use of Art Nouveau aesthetics, performance aesthetics, andquestionnaire feedback. From the user's point of view, test subjects who are under the digital transformation, because of the influence of different generations, begin to know how to enjoy life, know how to be valued for feelings and experiences, and are willing to actively contact the faces of different fields, so by letting users intuitive and artistic It is more acceptable to change the interface and present it in more colors, compared to the early adoption of the standard UI design mode. For the current system development planners, how to make customers focus on the highlights of the interface design is sometimes difficult. It makes more sense than emphasizing cool features.