Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/159184
|
| Title: | 網路銀行客群樣態及經營價值分析-以台北富邦銀行為例
An Analysis of Online Banking Customer Segmentation and Business Value - A Case Study of Taipei Fubon Bank |
| Authors: | 徐珮芯
Hsu, Pei-Hsin |
| Contributors: | 陳明進
Chen, Ming-Chin
徐珮芯
Hsu, Pei-Hsin |
| Keywords: | 數位通路策略
網路銀行
行動銀行
顧客樣態
顧客價值
Digital Channel Strategy
Online Banking
Mobile Banking
Customer Segmentation
Customer Value |
| Date: | 2025 |
| Issue Date: | 2025-09-01 15:31:45 (UTC+8) |
| Abstract: | 本研究以台北富邦銀行為個案，探討數位轉型背景下，網路銀行用戶的使用 行為、平台偏好與潛在經營價值。研究結合 2023 年 8 月至 2024 年 7 月之平台使 用數據及 12 位實際用戶的質性訪談資料，採用量化與質化並行之混合研究法， 從登入頻率、功能使用傾向與資產持有結構等面向，分析不同平台與客群特徵之 異同。
研究結果顯示:第一，網路銀行用戶近年規模雖略有縮減，但多具年齡層偏 高與長期往來之特徵，部分用戶在資產管理與理財操作方面展現穩定行為模式， 且以特定任務完成為主要使用動機;第二，行動銀行用戶人數持續攀升，整體登 入頻率與互動活躍度均高於網路銀行，使用情境多為即時性任務，如轉帳、繳費 與帳務查詢，展現操作彈性與便利性;第三，交叉使用網路銀行與行動銀行之用 戶表現出更高的活躍度與產品使用多樣性，為未來重點經營對象。
本研究建議，銀行應依據不同客群樣態設計差異化之平台功能與互動引導策 略，針對高資產且偏好網路銀行操作的用戶，深化進階理財服務設計;同時優化 平台流程與使用體驗，以降低低頻用戶的使用門檻，進而提升其活躍度與平台轉 換意願。整體而言，雙平台應朝向「角色分工、功能優化」的策略方向發展，強 化其於數位通路經營效能中的互補性與協作性。本研究對金融機構平台策略設計 與高價值客群經營提供具體實務建議，亦為後續數位通路整合提供研究基礎。
This study examines user behavior, platform preferences, and potential business
value of online banking customers in the context of digital transformation, using Taipei Fubon Bank as a case study. The research adopts a mixed-methods approach, combining platform usage data from August 2023 to July 2024 with qualitative interviews of 12 actual users. Through analyses of login frequency, feature usage preferences, and asset-holding profiles, the study explores differences across user segments and platform types.
The findings reveal that while the scale of web-based banking users has declined, these users are generally characterized by an older age profile, longer relationship tenure, and a stable pattern of financial management behaviors, with platform usage often driven by specific tasks. In contrast, mobile banking users have grown rapidly, exhibiting higher login frequency and interaction activity, with usage centered on immediate transactions and flexible processing. Cross-platform users demonstrate higher engagement levels and broader product utilization, representing a key target segment for future development.
This study recommends that banks develop differentiated platform functions and interaction strategies tailored to distinct customer segments, enhance advanced wealth management services for high-net-worth users favoring online banking, and optimize platform processes to lower entry barriers for low-frequency users and increase engagement. In conclusion, this study provides practical recommendations for optimizing digital channel strategies based on user segmentation insights. It offers foundational perspectives for future integration and development of dual-platform financial services. |
| Reference: | 中文部分：
一、 台灣網路資訊中心（TWNIC）（2022）。《2022台灣網路報告》。取自：https://www.twnic.tw/doc/twrp/202207e.pdf
二、 金融監督管理委員會（2024）。《金管會訂定我國非現金支付交易指標未來三年新目標值》（新聞稿）。取自：https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202401090002&toolsflag=Y&dtable=News
三、 許濟勝（2024）。《以科技接受模型探討網路銀行使用意願》。（碩士論文，私立輔仁大學金融與國際企業學系）。
四、 陳良綱（2009）。《網路銀行服務品質、成本價值與顧客滿意度之研究》（碩士論文，國立中央大學資訊管理學系）。
五、 數位發展部（2023）。《112年國家數位發展調查》。取自：https://moda.gov.tw/digital-affairs/digital-service/dv-survey/6635
六、 數位發展部（2024）。《113年數位近用調查報告》。取自：https://moda.gov.tw/digital-affairs/digital-service/dv-survey/14516
英文部分
1. Chen, P. Y., & Hitt, L. M. (2002). Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the online brokerage industry. Information Systems Research, 13(3), 255–274.
2. Creswell, J. W. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (2nd ed.). Sage Publications.
3. King, B. (2018). Bank 4.0: Banking Everywhere, Never at a Bank. Wiley.
4. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.
5. Patton, M. Q. (1990). Qualitative Evaluation and Research Methods (2nd ed.). Sage Publications.
6. Reichheld, F. F. (1996). The Loyalty Effect: The Hidden Force behind Growth, Profits, and Lasting Value. Harvard Business School Press.
7. Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. The Free Press.
8. Tashakkori, A., & Teddlie, C. (1998). Mixed Methodology: Combining Qualitative and Quantitative Approaches. Sage Publications.
9. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. |
| Description: | 碩士
國立政治大學
國際金融碩士學位學程
112ZB1085 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112ZB1085 |
| Data Type: | thesis |
| Appears in Collections: | [國際金融碩士學位學程] 學位論文
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
