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    題名: 數位金融科技之使用者分析以 LINE BANK 為例
    User Analysis of Digital Financial Technology For LINE BANK
    作者: 周庭羽
    Zhou, Ting-Yu
    貢獻者: 蕭乃沂
    Hsiao,Nai-Yi
    周庭羽
    Zhou,Ting-Yu
    關鍵詞: 純網銀
    推拉理論
    用途理論
    使用體驗評價
    digital-only bank
    push-pull theory
    uses and gratifications theory
    user experience evaluation
    日期: 2024
    上傳時間: 2024-08-05 12:57:46 (UTC+8)
    摘要: 1989年英國就有首家純網銀First Direct Bank成立 （Rupert Jones, 2014），比起台灣的成立時間，國外純網銀反而早起步很多，近年來，純網銀在台灣逐漸蓬勃發展，然而由於相對較新，大眾對其尚不夠熟悉，相應的資料也相對有限，儘管目前台灣三家純網銀成立時間較短，大家也都慢慢努力推出服務來趕上實體銀行。基於以上所述，本研究旨在深入探討台灣目前擁有最多用戶的純網路銀行─連線商業銀行（Line Bank）的使用者分析。而過去有關銀行的研究大多聚焦在轉換意圖方面，但純網銀不只是服務的轉換意圖，還需要考量到什麼功能、服務、產品等，會吸引用戶使用，來探討用戶的純網銀使用者分析。因此本研究將以推力拉力理論（陳怡蓁，2021）和用途理論（Christesen，2017）為主要理論，探討其他銀行推力效果如越明顯感受到不便利性或是低感知價值，會產生推力到使用Line Bank，及Line Bank拉力效果中如替代品吸引力和信任轉移越高，會產生拉力到使用Line Bank，而使用者體驗評價，主要是指用戶使用Line Bank APP整體的感受程度，所以會再以用途理論中的三個面向，功能面、情感面、社會面等變項對於其使用者體驗評價的影響效果。
    本研究主要以訪談大綱來進行使用體驗及正式問卷，研究方法為質量混合研究，訪談共計有4位，問卷共計收回238有效樣本數，以SPSS進行樣本敘述性分析、信度分析、相關性分析、變異數分析、迴歸分析。本研究假設的結果顯示，推力效果（不便利性、低感知價值）會正向影響使用者體驗評價，推力效果（替代品吸引力、信任轉移）會正向影響使用者體驗評價，用途理論中的功能面、情感面、社會面會正向影響使用者體驗評價。
    最後本研究根據研究結果所提出的實務建議是Line Bank可以再增加更多多樣化貸款產品，還有開發高附加值的金融產品，跟需提升服務便利度，也建議可以多廣告和行銷，來讓大家更認識Line Bank還有純網銀性質，以增強用戶信任和忠誠度。

    關鍵字: 純網銀、推拉理論、用途理論、使用體驗評價。
    In 1989, the first digital-only bank, First Direct Bank, was established in the UK (Rupert Jones, 2014). Compared to Taiwan, where digital-only banks emerged much later, these banks have a longer history abroad. In recent years, digital-only banks have gradually flourished in Taiwan. However, due to their relatively new presence, the public is still not very familiar with them, and corresponding data is relatively limited. Although the three digital-only banks in Taiwan have been established for a short time, they are all gradually striving to launch services to catch up with traditional banks. Based on the above, this study aims to conduct a user analysis of Line Bank, the digital-only bank with the most users in Taiwan. Previous research on banks has mostly focused on switching intentions, but digital-only banks not only involve service switching intentions but also need to consider what functions, services, products, etc., attract users to use them, thereby exploring the user analysis of digital-only banks. Therefore, this study will use the push and pull theory (Chen Yizhen, 2021) and the uses and gratifications theory (Christesen, 2017) as the main theories to explore the push effects of other banks, such as perceiving inconvenience or low perceived value, which generate push effects towards using LINE Bank, and the pull effects within Line Bank, such as higher substitute attractiveness and trust transfer, which generate pull effects towards using LINE Bank. The user experience evaluation mainly refers to the overall perception of users when using the LINE Bank app, so the impact of the three dimensions in the uses and gratifications theory (functional, emotional, and social) on the user experience evaluation will also be examined.
    This study mainly uses interview outlines to conduct user experience and formal questionnaires. The research method is a mixed-methods approach. There are a total of four interviews, and 238 valid questionnaire samples were collected. Descriptive analysis, reliability analysis, correlation analysis, variance analysis, and regression analysis were conducted using SPSS. The results of the study hypothesize that push effects (inconvenience, low perceived value) positively affect user experience evaluation, and pull effects (substitute attractiveness, trust transfer) positively affect user experience evaluation. The functional, emotional, and social dimensions in the uses and gratifications theory will positively affect user experience evaluation.
    Finally, based on the research results, practical recommendations are provided, suggesting that LINE Bank could further increase the diversity of loan products, develop high value-added financial products, and improve service convenience. It is also recommended to increase advertising and marketing efforts to enhance public awareness of LINE Bank and the nature of digital-only banks, thereby strengthening user trust and loyalty.

    Keywords: digital-only bank, push-pull theory, uses and gratifications theory, user experience evaluation.
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    描述: 碩士
    國立政治大學
    行政管理碩士學程
    111921084
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0111921084
    資料類型: thesis
    顯示於類別:[行政管理碩士學程(MEPA)] 學位論文

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