臺灣博碩士論文加值系統

隨著金融市場的日益複雜化，傳統金融機構正面臨全新的改革挑戰，理財專員在銀行服務中扮演了重要角色。本研究的目的是探討影響銀行客戶接受理財專員服務的多種因素，包括認知偏差、選擇架構、期望確認、情緒、採用理專建議與社會影響以及個性化服務等。且過去研究鮮少針對銀行客戶此族群為討論主題，因此本研究以銀行客戶為研究對象，本研究旨在深入了解這些因素如何影響客戶的決策過程和行為，從而為金融機構和理財專員提供具體的建議，以提升客戶服務的效果和接受度。
透過研究影響客戶接受理財服務的因素，金融機構可以優化其服務流程和策略，從而提高客戶的滿意度和忠誠度，增加客戶留存率。金融機構需要通過提供優質的理財服務來吸引和保持客戶。了解並應對影響客戶接受服務的因素，有助於金融機構在市場中保持競爭優勢。
本研究旨在探討影響銀行客戶接受理財專員服務的關鍵因素，透過立意抽樣的方式進行問卷調查，以銀行客戶為研究對象，並透過問卷調查法收集數據，有效樣本共計285份。本研究採用量化分析方法，包括描述性統計、因子分析、信度分析以及層級迴歸分析等技術，評估各項因素對客戶接受度的影響。
研究結果顯示發現，期望確認、情緒、採用理專建議是影響客戶接受理財專員服務的主要顯著因素。本研究目的不僅為銀行業提供了如何改善理財專員服務的見解，也為理財專員在提升客戶服務質量和建立長期關係上提供了實證支持。研究貢獻，過往鮮少針對銀行客戶進行研究，透過實證可以更了解到銀行客戶選擇理專所著重的部分。實務上為金融機構提供了具體的改進建議，希望能對在金融科技不斷更新衝擊下，可提供出銀行針對這些客戶接受理財專員服務的真實需求，具有重要的應用價值和現實意義。

As the financial market becomes increasingly complex, traditional financial institutions are facing new challenges for reform, and financial advisors play a crucial role in banking services. This study aims to explore various factors that influence bank customers' acceptance of financial advisor services, including cognitive biases, choice architecture, expectation confirmation, emotions, adoption of advisor recommendations, social influence, and personalized services. Previous studies have rarely focused on bank customers as a subject of discussion; therefore, this study targets bank customers. The aim is to gain an in-depth understanding of how these factors affect customers' decision-making processes and behaviors, thereby providing specific recommendations for financial institutions and financial advisors to improve the effectiveness and acceptance of customer services.

By studying the factors influencing customers' acceptance of financial services, financial institutions can optimize their service processes and strategies, thereby enhancing customer satisfaction and loyalty and increasing customer retention rates. Financial institutions need to attract and retain customers by providing high-quality financial services. Understanding and addressing the factors affecting customers' acceptance of services helps financial institutions maintain a competitive advantage in the market.

This study aims to explore the key factors influencing bank customers' acceptance of financial advisor services. A purposive sampling method was used to conduct a questionnaire survey targeting bank customers, and data was collected through this method, resulting in a total of 285 valid samples. This study employs quantitative analysis methods, including descriptive statistics, factor analysis, reliability analysis, and hierarchical regression analysis, to evaluate the impact of various factors on customer acceptance.The results of the study reveal that expectation confirmation, emotions, and the adoption of advisor recommendations are the main significant factors influencing customers' acceptance of financial advisor services.

The purpose of this study is not only to provide insights into improving financial advisor services for the banking industry but also to offer empirical support for financial advisors in enhancing customer service quality and establishing long-term relationships. The study contributes by addressing the previously under-researched area of bank customers and providing empirical insights into the aspects bank customers prioritize when choosing financial advisors. Practically, the study provides specific improvement suggestions for financial institutions, aiming to address the real needs of bank customers in accepting financial advisor services in the face of the ongoing impact of fintech innovations, offering significant application value and practical significance.

目 錄
中文摘要 i
ABSTRACT ii
目 錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
1.1 背景動機 1
1.2 研究目的 3
1.3 研究流程 5
第二章 文獻回顧 6
2.1期望確認理論 6
2.2技術接受模型（technology acceptance model） 8
2.3計劃行為理論（TPB） 9
2.4 AIDUA模型研究架構 10
2.5 理財機器人服務與傳統理財專員服務之比較 11
第三章 研究方法 13
第四章 研究結果 22
4.1 樣本結構分析 22
4.2 敘述性統計分析 23
4.3 相關分析 27
4.4 信度分析 28
4.5 因素分析 29
4.6 層級迴歸分析 31
4.7 假設驗證結果與分析 33
第伍章 結論與建議 37
參考文獻 40
附錄一 問卷 43

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