臺灣博碩士論文加值系統

二十一世紀投資理財活動的日趨頻繁，金融服務需求也趨向多樣化。投資大眾透過理財網站及部落格的服務在網際網路中找到充分的理財資訊。國外的銀行業針對部落格對網路消費族群有很大的影響效益，已經開始著手建置企業專屬的金融部落格﹝如美國富國銀行﹞，有鑒於此，希望藉由部落格這個新興媒體配合其專業的理財背景，在既有客戶群中再增加新的客戶。反觀，國內銀行業則尚未開始使用此一模式，進行理財服務，因此本研究在探討如何將部落格套用在銀行業之客戶服務營運模式中，以創造金融產業新的競爭優勢，並以「商品資訊」、「行銷資訊」及「口碑資訊」構面探討金融部落格使用意願之影響。
本研究結果有五：1.商品資訊、行銷資訊及口碑資訊對使用金融部落格的使用意願均有正向相關性。2.受訪者對於金融部落格的使用意願受口碑效應影響最大，而網站名氣、推薦訊息與線上回應功能是其中重要的影響因素。3.各種行銷訊息，會影響受訪者對該金融部落格的使用意願。用專業理財專家會提高對金融部落格的正面評價，有助於增加受訪者的使用意願。4.豐富的商品資訊、即時訊息，及方便易用的輔助導讀功能，可提高受訪者對該金融部落格的使用意願5.部落客期望金融部落格中應提供的功能為理財專家專欄、理財新聞、理財特別企劃、虛擬理財體驗等功能。

Finance and investment activities of the twenty-first century, financial service needs change.The investing public through the website and blog management services on the Internet to find a lot of financial information.Banking abroad blog on the Internet for consumer groups have a great impact, enterprises have started to build the exclusive financial blog such as the United States Wells Fargo Bank, and I hope this new blog by the media with their profession financial background, the existing customer base to add new customers. In contrast, the domestic banking sector has yet to start using this model for financial services, so this study is to explore how to apply the blog of customer service in the banking sector in the mode of operation in order to create a new financial industry's competitive edge, and "commodity Information "," Marketing Information "and" word-of-mouth information "dimensions blog to explore the financial impact of the use of the will.
The results of this study there are five: 1. Commodity information, market information and word-of-mouth information on the use of financial blog will of both the use of positive correlation. 2. Respondents financial blog for the use of the will of the most affected by word-of-mouth effect, and the site known to respond to the recommendation message and online features is an important factor. 3. All kinds of marketing messages, would affect the respondents to the use of the financial will to blog. Professional financial experts will be used to improve the financial blog on the positive, helping to increase the use of the wishes of the respondents. 4. A wealth of information goods, instant messaging, and support easy-to-use navigation features, the respondents to improve the use of the financial will to blog 5. Bloggers hope that the financial functions should be provided for the financial management expert columns, financial news, especially financial planning, financial management experience of virtual functions.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 網路金融服務的發展現況 5
第二節 國內理財網站資源介紹 12
第三節 部落格定義、特性與應用 27
第四節 網路推薦訊息之相關研究 34
第五節 網路消費者使用意願的相關研究 38
第參章 研究方法 41
第一節 研究架構與假設 41
第二節 變數定義與衡量 43
第三節 資料收集方法 47
第四節 資料分析方法 48
第肆章 研究結果與分析 50
第一節 描述性統計分析 50
第二節 信度與效度分析 61
第三節 修改後之研究架構、假說檢定與討論 77
第伍章 結論與建議 90
第一節 結論 90
第二節 管理意涵與應用價值結論 91
第三節 研究限制 92
第四節 未來研究建議 93
參考文獻 94
附錄一問卷101

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