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    题名: 行為變遷：預測數位金融之創新模式
    Behavioural Shift: Predicting the Innovation Model of Digital Finance
    作者: 封宜君
    Feng, Yi-Chun
    贡献者: 蕭瑞麟
    Hsiao, Ruey-Lin
    封宜君
    Feng, Yi-Chun
    关键词: 行為變遷
    服務創新
    服務設計
    Behavior shift
    Service innovation
    Service design
    日期: 2022
    上传时间: 2022-10-05 09:10:30 (UTC+8)
    摘要: 受到大環境的遷移如新冠肺炎的爆發、科技的進步，使用者的行為受到改變，例如對於無現金支付的利用，以及行動支付、數位金融服務的普及度及滲透度提高。在數位浪潮的趨勢下，各家企業以使用者為中心，強調顧客體驗，競相提出數位金融的產品與服務。可惜的是，大多企業以使用者旅程為分析脈絡，只看顧客的行為，忽略掉顧客行為的變遷，導致所產出的服務僅可以解決顧客當下的痛點，造成各家提供的金融服務大同小異，差異化不足。本研究以臺灣的金融場域為主，以行為變遷的理論為主軸，分析在環境變遷之下，顧客的行為增減如何改變，行為如何遷移，並以三個金融創新個案為例，分別說明連線銀行、台新銀行、以及永豐銀行為例，分別提出其創新產品以及服務。在理論貢獻上，本研究提出關於行為的遷移性，以及調適性，並說明這樣的分析方案可以看到對於行為的預測，以洞見未來使用者的需求。實務上，對於行為的遷移，可以幫助企業看到關於行為變遷的趨勢，以利服務設計可以被有效利用。此外，本研究提出若是企業採納行為變遷之理論，則可以提前佈局未來的策略。在未來環境變化快速的過程中，秉持防患未然、提前佈局的精神，達到顧客真正滿意，而企業境營永續，如此雙贏的結果。
    As a result of the general environmental changes such as the outbreak of new pneumonia and the advancement of technology, user behavior has changed, such as the use of cashless payments, and the increased popularity and penetration of mobile payments and digital financial services. Under the trend of the digital wave, companies are putting emphasis on user-centered and customer experience and competing to propose digital financial products and services. Unfortunately, most of the companies take the user journey as the analysis context and only look at customer behavior, ignoring the changes in customer behavior, resulting in services that can only solve the current pain points of customers, resulting in similar financial services provided by different companies with insufficient differentiation. This study focuses on the financial field in Taiwan and applies the theory of behavioral change to analyze how people`s behaviors change and how behaviors migrate under the changing environment, and uses three financial innovation cases as examples to illustrate the innovative products and services of Line Bank, Taishin Bank, and Sinopac Bank. In terms of theoretical contribution, this study proposes the migration and adaptability of behavior and shows that such an analytical scheme can be used to predict behavior and gain insight into future user needs. In practice, the migration of behavior can help companies to capture the trend of behavior shifts, so that the service design can be effectively utilized. In addition, this study suggests that if companies adopt the theory of behavior change, they can plan their future strategies in advance. In the process of rapid environmental changes in the future, the spirit of prevention and advance planning can help achieve true customer satisfaction and sustainable business operations, which is a win-win situation for both parties.
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    描述: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    109364131
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109364131
    数据类型: thesis
    DOI: 10.6814/NCCU202201534
    显示于类别:[科技管理與智慧財產研究所] 學位論文

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