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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/64221
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/64221

    Title: Assessing User Experiences and Usage Intentions of M-Banking Service
    Authors: Shih, Kuang-Hsun;Hung, Hsu-Feng;Lin, Binshan
    Contributors: 企管系
    Keywords: mobile banking;mobile communications;financial information systems;bank operations;dual process;m-banking;user experiences;usage intention;mobile commerce;m-commerce;product knowledge;product attributes;marketing strategies;promotional campaigns
    Date: 2010.05
    Issue Date: 2014-02-26 15:06:18 (UTC+8)
    Abstract: M-banking is a channel through which banks interact with customers via mobile devices. M-banking is an emerging mobile commerce application. It is a challenging task for banks to encourage customers to continue using m-banking services, and attract new customers to the service. This study clarifies the differences in the thinking paths of users of m-banking services, and consumers who have not yet used m-banking services, in terms of their involvement. We prove that consumers equipped with more product knowledge tend to pay more attention to the information in relation to product attributes, rather than the peripheral information, which does not consider the advantages and disadvantages of products. These findings can serve as reference for banks in the formulation of different marketing strategies and promotional campaigns targeted at both existing users and consumers who have not adopted m-banking services.
    Relation: International Journal of Mobile Communications, 8(3)), 257-277
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1504/IJMC.2010.032974
    DOI: 10.1504/IJMC.2010.032974
    Appears in Collections:[企業管理學系] 期刊論文

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