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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
    https://www.chinatimes.com/newspapers/20180826000214-260202?chdtv
    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
    https://news.cnyes.com/news/id/4251803
    4. 陳碧芬(2018),無卡提款交易 爆發性成長
    https://m.ctee.com.tw/focus/jrdc/192887
    5. 陳慧菱(2017),9家銀行可用手機無卡提款 中國信託逾5500部ATM全面升級
    「跨行」服務
    https://news.cnyes.com/news/id/3926573
    6. 顏嘉南(2017),ATM問世50年歐美銀行力拚無卡化,中時電子報
    https://www.chinatimes.com/newspapers/20170705000093-260203?chdtv
    7. Suzanne Cluckey(2017),ATM 2017未來趨勢報告
    https://reurl.cc/5LMQV
    8. 沈瑜(2017),電子支付夯 為何銀行仍搶奪ATM據點
    https://reurl.cc/lbvAQ
    9. Tom Harper(2012),ATM 2012未來趨勢報告
    https://www.pymnts.com/assets/Uploads/ATM-Future-Trends.pdf
    10. 【金融服務情報】中國信託服務再升級!「隨你數位」智能超有感
    https://www.mirrormedia.mg/story/20190612mkt002/
    11. 林子桓(2019),上海商銀6月連開三家數位分行 有六大亮點
    https://udn.com/news/story/7239/3867805
    12. 李靜宜(2018),中國信託新推「智能ATM」不只是刷臉提款、還能提醒詐騙預防
    偷窺,甚至成為精準行銷的新通路
    https://www.ithome.com.tw/news/127603

    二、 中文文獻
    1. 吳櫻驛(2018),金融科技對本國銀行發展之影響,國立中山大學高階經營碩士,碩士論文
    2. 梁榕修(2017),數位金融時代下行動銀行app持續採用行為研究,國立政治大學企業管理研究所,碩士論文
    3. 鄭莉玲(2017),台灣數位金融現況及未來探討,國立逢甲大學經營管理研究所,碩士論文
    4. 洪崇文(2016),金融科技在台灣發展現況及未來,國立政治大學金融研究所,碩士論文
    5. 黃巧璐(2016),創新金融科技-ATM產業的蛻變進行曲,國立臺灣科技大學管理研究所,碩士論文
    6. 邱光輝(2015),迎向數位金融之財富管理發展策略探討-以個案銀行為例,國立臺北大學企業管理研究所,碩士論文
    7. 張硯凱(2013),服務創新、品牌印象對顧客滿意影響之研究-以IKEA為例,國立南台科技大學行銷與流通管理研究所,碩士論文
    8. 林清和(2010),服務創新與信任關係之研究,國立中正大學企業管理研究所,碩士論文
    9. 葉慈章(2010),金融卡的安全性,國立明新科技大學資訊管理研究所,碩士論文
    10. 蔡婌捐(2006),網路ATM接受度之研究,國立臺灣科技大學企業管理研究所,碩士論文
    11. 羅尚義(2002),銀行ATM服務經營模式的探討,國立台灣大學商學研究所,碩士論文



    三、 英文文獻
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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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