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| Title: | 銀行數位化之無卡ATM顧客體驗：以 中信、國泰、台新銀行為例
ATM Cardless Customer Experience in Banking Digitalization, Taking Cathay United Bank, CTBC Bank, Taishin International Bank For Example |
| Authors: | 張喆
CHANG, CHIEH |
| Contributors: | 白佩玉
張喆
CHANG,CHIEH |
| Keywords: | 銀行數位化
ATM無卡提款
顧客體驗
服務創新
創新採用理論
Banking Digitalization
ATM Cardless
User Experience
Archetypes of Service Innovation
Diffusion of Innovation |
| Date: | 2019 |
| Issue Date: | 2019-09-05 17:36:48 (UTC+8) |
| Abstract: | 隨著金融科技的崛起，科技不斷著改變銀行產業，電子支付、行動支付是各國規劃數位銀行的政策，無現金化發展是其中關鍵，然而，在台灣，ATM的密度不減反增，顯然ATM在台灣銀行策略上扮演著重要角色，更開發了「手機無卡提款」、「指靜脈無卡提款」等提款方式。
本研究欲以質化訪談方式，並以台灣國內ATM數量前三大銀行「國泰世華銀行」、「中國信託商業銀行」、「台新國際商業銀行」的ATM無卡提款為情境，深度訪談10位受訪者，整合金融科技與銀行數位化相關資料，以及服務創新原型和創新採用理論，探討ATM無卡提款的使用者動機、使用者體驗、行動銀行的使用如何影響無卡提款的使用以及使用者對於有卡提款和無卡提款的使用看法。
結論發現，受訪者多以忘記帶卡為首次使用ATM無卡提款的動機，使用者多有正向的體驗，少數以指靜脈無卡提款使用者因感應問題體驗不佳。最後，大部分受訪者並不會以ATM無卡提款作為目前提款的主要方式，原因是使用者依然保持有卡片的使用習慣，而無卡提款與有卡提款使用情境上並沒有絕對的取代必要性。本研究的實務建議包含：申請方式更改為不需要攜帶金融卡就能申請以提升初次使用動機、增加手機行動銀行與ATM無卡提款的連結性、改善指靜脈提款的感應功能、增加ATM無卡提款的安全性並讓使用者明確知道。
With the rise of financial technology, technology is constantly changing the banking industry. Electronic payment and mobile payment are the policies of countries planning digital banks. The development of cashless is the key. However, in Taiwan, the density of ATM is not decreasing, and ATM is an important strategy in Taiwan. It has also developed many Cardless methods such as “Cardless with mobile phones” and “Cardless with finger veins”.
This study is based on qualitative respondents and in-depth interviews from the top three banks in Taiwan, Cathay United Bank, CTBC Bank, and Taishin International Commercial Bank. This study have 10 interviewers, which integrate financial technology and bank digitalization related information, as well as service innovation prototypes and innovation adoption theories. The study will discuss how user motivation, user experience, and how mobile banking affect the ATM Cardless users.
In conclusion, it was found that the respondents mostly be first time user of ATM Cardless when they forgot to take the card. The users most have a positive experience, and a few users who have Cardless with the finger vein experience poor experience due to the sensory problem. Most of the respondents did not use ATM Cardless withdrawal as the main way of withdrawing money. The reason is that users still have the habit of using cards to withdraw money. There is no absolute need to replace it. The practical recommendations of this study include: change the application method to require no financial card to apply to improve the motivation for initial use, increase the connectivity between mobile banking and ATM Cardless, improve the sensing function of Cardless with finger vein , and increase the security of ATM Cardless and made clear to the user. |
| Reference: | 一、 相關網路資料
1. 葉憶如(2019)，國泰世華推ATM無卡提款
https://udn.com/news/story/7239/3584651
2. 陳碧芬(2018)，結合手機、辨識科技、跨行使用 無卡提款交易 爆發性成長
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3. 陳慧菱(2018)，〈台北金融科技開展〉生物辨識ATM好夯 掌靜脈、刷臉提款、防
詐騙偵測新應用拚場
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「跨行」服務
https://news.cnyes.com/news/id/3926573
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7. Suzanne Cluckey(2017)，ATM 2017未來趨勢報告
https://reurl.cc/5LMQV
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偷窺，甚至成為精準行銷的新通路
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363107 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363107 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201901056 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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