數位銀行服務體驗、消費者認知、使用意願、實際使用行為之探討

Abstract

近年來，台灣各家銀行業者紛紛推出許多優惠措施和數位金融服務項目來搶佔數位金融大餅，但對消費者來說，消費者到底需要甚麼樣的數位金融服務，這是數位銀行業者值得深思的問題，因此本研究將以台灣數位銀行為例，從客戶需求角度出發，針對服務體驗、消費者認知與科技接受模式中的使用意願、實際使用行為進行實證研究，再藉由銀行業者的觀點進行相互驗證後提出研究結論，作為金融業者面對純網銀業者挑戰、發展數位金融服務之建議，此為本研究主要研究動機。本研究依據研究動機提出三點研究目的(1)瞭解數位銀行服務體驗、消費者認知、使用意願與實際使用行為現況。(2)探討數位銀行服務體驗、消費者認知、使用意願與實際使用行為之間的影響性。(3)比較消費者與金融業者對於數位金融服務體驗、消費者認知、使用意願和實際使用性為的認知差異。在研究方法方面，本研究首先透過問卷調查方式瞭解消費者對於銀行服務體驗、消費者認知、使用意願與實際使用行為之現況感受以及各變數之間的影響程度，之後再依據金融業者的受訪資料進行質性分析，並針對消費者的量化結果與金融業者的質化結果進行分析比較。在問卷調查方面，本研究以一般消費者做為網路問卷發放對象，實際發放316份，有效問卷316份，有效問卷比例為100%。在質性研究方面，本研究採訪兩家傳統數位銀行業者以及純網銀業者的高階主管做為受訪對象。本研究結果發現，本研究問卷調查結果與金融業者的訪談內容大致吻合，具體結論如下：(1)服務體驗對消費者認知、使用意願、實際使用行為均有顯著的正向影響，且數位銀行業者已逐步轉向以客戶為中心的思考方向，並致力於改善服務體驗。(2) 消費者認知分別對使用數位銀行情況與使用數位銀行的頻率有顯著正向影響，而數位銀行業者和純網銀業者都致力於以消費者需求為核心開發新的金融服務，並以更為豐富多元的金融服務項目來滿足消費者的需求，藉此提高消費者使用數位銀行的黏著度。(3) 使用意願分別對使用數位銀行情況與使用數位銀行的頻率有顯著正向影響，因資訊科技的進步以及數位銀行業者提供轉帳、繳費、提款等個人數位金融服務，使許多人已經習慣使用數位銀行進行各項金融服務，尤其疫情的影響，更促使數位銀行服務的需求量短期內大增。In recent years, in order to gain the digital finance market, digital banks in Taiwan have been launched favorable measures and digital services to compete with each other. However, in the view of customers, the topic would be what kind of digital finance service do people need? It’s exactly an important issue in the field of digital banking service. Therefore, for the purpose of conducting an empirical research, the study has taken digital bank in Taiwan as an example, and tackled service experience, consumer perception and the willingness to use and actual usage behavior in the Technology Acceptance Model. Moreover, the result of empirical research has mutually verified by the perspectives of the digital bank professionals in Taiwan; finally, drawing out the research conclusion to provide insights for financial professionals with respect to deal with the challenges from Internet-Only banks and to develop digital finance service. Based on the aforementioned, the study has three research purposes: (1) To fully understand the status quo of digital banking service experience, consumer perception, the willingness to use and the actual usage behaviors; (2) To discuss the influence between digital banking service experience, consumer perception, the willingness to use and the actual usage behaviors; (3) To compare the perception differences between costumers and banks regarding digital banking service experience, consumer perception, the willingness to use and the actual usage behaviors.For research methodology, the study at first applied a questionnaire approach to get a better picture about customers’ perspective regarding digital banking service experience, consumer perception, the willingness to use and the actual usage behaviors, and also the influence among those variables; depend on that, the study further analyzed the interview data from the digital bank professionals with qualitative data analysis and compare quantify result from the customer with qualitative result from the digital bank professionals. In the aspect of questionnaire survey, the study took general customers as the research subject. There were 316 questionnaires distributed and 316 valid questionnaires were returned. The valid response rate was 100%. As the matter of qualitative research, the study interviewed senior supervisors from two traditional digital banks and an Internet-Only bank.The conclusions found that the questionnaire result is almost identical to the interview content from the digital bank professionals. The conclusions are as the following: (1) Not only Service experience has shown positive influence toward consumer perception, the willingness to use and the actual usage behaviors, but the digital bank has also changed direction to prioritize customers and dedicated to improve service experience; (2) While consumer perception has shown a significant positive influences toward the condition of usage and usage frequency in digital bank, both digital bank and Internet-Only bank have been committed in customers’ need as a core value to develop a new digital financial service, improving customer's willingness to use the digital bank; (3) The willingness to use has shown significant positive influences toward the condition of usage and usage frequency in digital bank. Due to the advanced technology and the digitalization of personal banking services on remittance, payment and withdrawals, the majority has accustomed to use various banking services by digital bank, especially under the impact of pandemic, even further spike a short term need for digital banking service.