行動銀行APP知覺功能品質、可用性與品牌依附對持續使用意願與忠誠度的影響

Abstract

本研究旨在探討行動銀行APP的知覺功能品質、可用性與品牌依附對持續使用意願與忠誠度的影響。實證結果發現，行動銀行APP中的「帳戶管理」知覺功能品質對使用者的持續使用意願有顯著的正面影響。良好的「帳戶管理」功能能夠提升用戶的金融管理效率，讓用戶快速完成帳戶操作並避免繁瑣手續，是促使用戶持續使用行動銀行APP的關鍵因素。此外，良好的「應用效能」對提升用戶的持續使用意願也有正向影響；品牌依附也顯示出對持續使用意願和忠誠度的強烈正面影響，表明實體銀行建立品牌情感連結在維繫用戶忠誠度方面至關重要。其它的知覺功能品質如購物優惠、帳單支付、投資理財及應用介面的設計對持續使用意願的影響則並不顯著。為提升行動銀行APP持續使用意願與忠誠度，本研究的發現有助於實體銀行制定更有效的策略。This study aims to explore the impact of perceived functional quality, usability, and brand attachment of mobile banking apps on the intention to continue use and loyalty. The empirical results indicate that the perceived functional quality of"account management" within mobile banking apps has a significant positive effect on users' intention to continue using the app. A well-designed "account management" function enhances users' financial management efficiency, allowing them to quickly complete account operations and avoid cumbersome procedures, making it a key factor in encouraging users to continue using the mobile banking app. Additionally, good "app performance" also positively influences users' intention to continue use. Brandattachment shows a strong positive impact on both the intention to continue use and loyalty, indicating that establishing an emotional connection with the brand is crucial for maintaining user loyalty. Other perceived functional qualities, such as shopping discounts, bill payments, investment management, and app interface design, do not significantly affect the intention to continue use. The findings of this study can help physical banks formulate more effective strategies to enhance the continuous use intention and loyalty towards mobile banking apps.