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研究生:張雅筑
研究生(外文):Ya-Jhu Jhang
論文名稱:探討銀行業行動客服軟體之客服功能、顧客認知價值對使用者之影響
論文名稱(外文):The Effects of Banking App Service Functions and Perceived Values on Customers
指導教授:彭國芳彭國芳引用關係
指導教授(外文):Kuo-Fang Peng
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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:116
中文關鍵詞:行動銀行APP認知價值使用者影響
外文關鍵詞:mobile bankingAPPperceived valuethe influence of customers
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現在手機對我們來說,不再是單純的通話功能,隨著科技的進步,也從傳統手機進步到智慧型手機,與我們的生活中的應用更加結合。台灣目前使用智慧型手機超過707萬支,預估2015年超過1500萬支,加上台灣是全球下載APP軟體密度最高的國家,目前當紅APP下載量動輒數億次。國內金融機構的「行動銀行」業務也大行其道,包括國泰世華、台北富邦、中國信託、花旗、台新、永豐、玉山、元大、新光等都有推出相關服務,民眾透過這項管道,可以借款、轉帳、換匯、查詢各式帳務資訊等。
本研究運用SPSS19.0版進行敘述性統計分析及PLS 2.0版進行信、效度、假說檢定之路徑係數、T值等分析,實證結果顯示,效率功能、行銷功能、資訊功能等三個客服功能都會對顧客認知價值產生正向影響,顧客認知價值對使用者後續行為(對APP的滿意度、對APP的忠誠度、銀行忠誠度、交叉購買)的影響皆為正向顯著,本研究將依此結果提出管理意涵,並於文末提出具體建議。

According to the data, people use more than 7.07 million smartphones in Taiwan, and it estimated more than 15 million in 2015. World's highest downloads APP software country is Taiwan. Now a popular APP downloads several hundred million times. Now banking to build the app,it’s call mobile banking, Ex.Cathay United Bank, Taipei Fubon Bank, Chinatrust Bank, Citybank Bank, Taishin Bank, Band SinoPcc, E. Sun Bank, Yuanta Bank, Shin Kong Bank and others, they launched related services. Basic service functions included transfer, refer to information and other kinds of queries.
The study uses SPSS19.0 version for descriptive statistical analysis and PLS 2.0 version for reliability and validity, hypothesis testing of the path coefficients, T value. The empirical results show that three functions of call center positively affected all of customer perceived values. The customer perceived value positively affected all of customers’ behavioral impression. (APP's satisfaction, APP's loyalty, bank loyalty, cross-buying). The conclusion can contribute to a managerial implications and suggestions applied in the future.

中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章、緒論 1
1.1研究背景 1
1.2研究動機 9
1.3研究目的 15
1.4研究流程 16
第二章、文獻探討 18
2.1 行動應用程式(Mobile Application,簡稱APP)的概況 18
2.2 APP採用與使用 21
2.3客服中心 22
2.4認知價值 28
2.5交叉購買 39
第三章、研究方法 44
3.1研究架構 44
3.2研究假說 44
3.3研究設計 50
3.3.1問卷設計 50
3.3.2認知刺激物的收集 54
3.3.3抽樣對象之決策 56
3.4資料分析方法 56
第四章、資料分析 59
4.1敘述性統計 59
4.2信度與效度分析 67
4.2.1 研究模型之信度及收斂效度分析 67
4.2.2 研究模型之區別效度分析 68
4.3假說檢定 71
第五章、結論與建議 74
5.1綜合討論 74
5.2學術意涵 76
5.3管理意涵 79
5.4研究限制 80
5.5未來研究方向 81
參考文獻 84
附錄一 100

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