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研究生:呂沛蓉
研究生(外文):Lu,Pei-Rong
論文名稱:體驗行銷對線上理財服務之影響研究 -以虛擬理財工具為例
論文名稱(外文):A Research of Online Banking Service users’ Intention which influencing by Experiential Marketing of the Virtual Financial Tool
指導教授:張銀益張銀益引用關係
指導教授(外文):Chang, Yin-Yin
口試委員:游張松李慶長
口試日期:2013-06-07
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:86
中文關鍵詞:體驗行銷口碑知覺價值滿意度行為意圖
外文關鍵詞:Experiential MarketingWord-of-mouthPerceived ValueSatisfactionBehavior Intention.
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:1
隨著網路科技的進步,銀行與證券業也開始在網路社群中,發展許多的虛擬線上理財工具,來讓投資者體驗各種理財工具的使用方式與模擬投資結果,進而引導這些使用者加入理財網站或使用其線上理財服務。根據學者Kotler(1996) 的研究成果,認為企業的體驗行銷活動主要是為了滿足知覺價值,進而產生顧客忠誠度。學者Petrick (2004)也證明了服務品質、知覺價值、滿意度都是良好的預測行為意圖的指標,體驗行銷被假設與滿意度和知覺價值有正面且顯著的影響。因此本研究針對線上虛擬理財小工具,擬以體驗行銷及網路的口碑,這兩個構面來研究對消費者知覺價值、滿意度及使用意圖的影響行為意圖。
本研究預計採問卷調查法,以網路上使用虛擬理財工具的網友為研究對象,使用結構方程式來探索構面間的影響關係。研究成果如下:1. 虛擬理財工具的體驗行銷因素對知覺價值與滿意度有顯著性的正向影響,而虛擬理財工具的知覺價值與滿意度會正向影響其使用者的行為意圖。2. 虛擬理財工具的口碑對知覺價值與滿意度有顯著性的正向影響,進而對使用者的行為意圖有正向的影響,口碑本身也直接對行為意圖產生正向的影響。3.受訪者對虛擬理財工具的體驗行銷要求上,以「虛擬理財工具提供的理財方式能解決理財問題」最為重視,其次是「虛擬理財工具容易操作使用且系統穩定」。受訪者特別注重理財工具是否能夠解決理財問題,以及是否容易操作且穩定,要吸引消費者使用理財工具必須以使用的友善性和實用性來抓住消費者的心。4.口碑對受訪者的影響,以「我會比較信任具有理財專業背景的網路達人或行家,所做的理財工具評價」最為認同,證明受訪者對於有專業背景的達人對虛擬理財工具的口碑推薦比較認同。

With the advancement of Internet & science technology, it is obvious to see that online virtual financial management tools have been developed extensively in the sectors of banking & securities. Due to those online virtual financial management tools, investors are able to deeply experience the procedure & to underst& the possible results, which happen frequently from investing activities. Thus, this thesis focuses on the online virtual financial management tools to explore Experiential Marketing & word-of-mouth to influenced perceived value, satisfaction, & behavior intention.
The results are listed as below: 1. in the sector of online virtual financial administration, the elements of Experiential Marketing have notably positive impact on perceived value & customer satisfaction, & constitute to users behavioral intentions in the right perspective. 2. word-of-mouth of online virtual financial management has positive influence on perceived value, satisfaction, & behavior intention. 3. from participants’ perspective, the main concern of online virtual financial management in Experiential Marketing is the ways provided by virtual financial management are capable of solving financial management problem. Participants also proved that online virtual financial management is reliable for consumers due to its stable & easy-to-use system.4.The relationship between word-of-mouth & consumers are high positive considering that customers tend to trust the online virtual financial management of fared by people who are proficient at financial planning or people who possess high financial-related academic background.

表 次 iv
圖 次 vi
第壹章 緒 論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第貳章 文獻探討 5
第一節 銀行理財工具發展現況 5
第二節 體驗行銷 13
第三節 口碑 20
第四節 知覺價值 25
第五節 滿意度 27
第參章 研究方法 33
第一節 研究架構與假設 33
第二節 變數定義與衡量 39
第三節 研究設計 43
第肆章 資料分析與檢定結果 46
第一節 基本資料分析 46
第二節 問項之平均值與標準差 50
第三節 信度與效度分析 54
第四節 假說檢定結果 56
第五節 小結 68
第伍章 結論與討論 71
第一節 研究結論 71
第二節 學術上的貢獻 72
第三節 實務上的建議 73
第四節 研究限制 74
第五節 未來的研究方向 74
參考文獻 75
附錄一、體驗行銷對線上理財服務之影響問卷 83

中文文獻
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https://www.taishinbank.com.tw/event/201003/house/
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8.徐浩宸,以科技接受模式探討基金網路交易系統使用意願之影響因素,銘傳大學管理學院高階經理碩士學程碩士論文,2007。
9.陳治文,網路拍賣競標意願之實證研究,東吳大學商學院企業管理研究所碩士論文,2007。
10.創市際市場研究顧問,2009。2013/2/24,取自:
http://www.insightxplorer.com/specialtopic/2009_9_finances.htm
11.黃兆震,網路購物意願之研究─以電腦通訊產品為例,國立台灣科技大學資訊管理系碩士論文,2000。
12.經濟日報,2006。2013/2/24,取自:
http://finet.l&bank.com.tw/w/index.htm
13.酷麥克同名網誌,2010。2013/2/24,取自:
http://blog.yam.com/coolmac/article/27514501

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