影響顧客線上滿意度與持續使用行動數位銀行Apps意圖因素之探討

An Empirical Study of the Factors Affecting Customer E-Satisfaction and Continued Intention to Use Mobile Digital Wholesale Bank Apps

本研究將結合行動應用程式功能（Mobile application features）與知覺價值（Perceived value）理論來深入探討影響顧客使用數位銀行的線上滿意度（E-satisfaction）與其持續使用意圖之因素。特別地，由於數位銀行係完全透過應用程式（Application，App）下載安裝至智慧手機或類似的行動平台（例如：iPad、平板電腦）上來存取銀行帳戶資料。因此，本研究將著重在行動Apps設計特質上，以視覺設計、資訊設計與導航設計等功能來深入探討影響顧客使用數位銀行之線上滿意度與持續使用意圖。最後，本研究進一步提出增進顧客線上滿意度與持續使用意圖的具體建議，以供銀行業者擬定未來行銷策略之參考。

This research thus integrates the mobile application features and perceived value theory to explore the factors that affect customers' e-satisfaction and their continued intentions to use DWB. In specifically, because the DWB is completely through mobile application (App) to download and install on a smartphone or similar mobile platform (for example: iPad, tablet computer) to access bank account information. This research thus will focus on mobile Apps design characteristics and use visual design, information design, and navigational design to in-depth explore the factors that affect customers' e-satisfaction and their continued intentions to use DWB. This study proposes concrete suggestions for bank industry regarding how to enhance the customers' e-satisfaction and their continued intentions to use DWB so that they can plan the future marketing strategies.