建構純網路銀行接受意願之多元路徑：整合信任與理性行為模型

Abstract

台灣金融管理委員會在2019年時開放了三家純網路銀行的執照，然而在同年大部分消費者的生活習慣或行為模式都被突如其來的疫情改變。消費者變得更依賴透過互聯網以及不同電子平台去處理生活上不同的事情，因此也開始習慣使用不同的數位金融服務。因為消費者對於數位金融服務需求上升，加快了台灣數位金融發展的速度。因此本研究希望探討純網路銀行可以如何把握自身的優勢加上疫情的幫助下，在競爭激烈的金融產業中吸引更多客戶把其資產轉移到純網路銀行。本研究利用整合信任模型以及理性行為模型嘗試解釋消費者對於使用純網路銀行的意願並加入遊戲化的行銷策略作調節變數。研究結果發現，消費者的信任態度、行為態度以及主觀規範都對其行為意願有正向的影響。雖然遊戲化可以強化消費者的主觀規範與行為意願之間的正向關係，可同時也會弱化行為態度對於行為意願之間的正向關係。本研究根據分析結果給予台灣純網路銀行四個實務上的建議，然而在設計本研究架構時只考慮了遊戲化行銷策略對於不同路徑的調節效果，若在未來的研究上可以加入更全面的行銷策略作調節變數，將會令研究變得更全面並且更有義意。The Financial Supervisory Commission of Taiwan has granted licenses to merely three Internet-only banks in 2019. In the same year, Taiwanese consumers changed their behavior drastically due to the pandemic. They have become more reliant on the internet and a wide range of e-commerce platforms that promote the use of a variety of digital financial services. Hence, the development of digital financial technology surged by such an increase in demand. This current study aims to investigate how Internet-only Banks acquire new customers based on the unique strengths that differentiate themselves from other traditional, physical banks.This study incorporates the Trust and Theory and Reasoned Action model to explain customers' intentional behavioral. Moreover, the effect of Gamification implemented in digital financial services is also considered a moderator variable in the study. The result indicates that trust attitude， behavior attitude, and subjective norm are positively correlated with behavioral intention. Gamification will reinforce such correlation with subject norm but weaken the relationship with behavior attitude. Four suggestions are thus provided to improve the operation of Internet-only banks. This research would be more in-depth and all-around if future studies could include more moderator variables apart from the Gamification factor as suggested as well as analyzing the different strategies Internet-only and traditional banks opt for.