「隨時隨地的銀行服務體驗」：跨文化研究探討創新服務風險對行動銀行服務和外送服務關係的影響

Banking“on-the-go”: A Cross-Cultural Study Investigates Innovative Service Risks Influence on The Relationship of Mobile Banking and Food Delivery Services

本研究為了解虛擬銀行技術的決定因素，建立基於創新服務接受度的集成模型，以增強使用送餐平台的行為意向。本次研究透過跨文化研究對台灣和泰國進行探討，研究表明恐懼和供應不確定性是關鍵決定因素，與創新服務風險直接相關。且創新服務的風險確實會影響用戶使用手機銀行系統的意願，並間接增強使用外賣平台的行為意願。本研究貢獻為食品配送平台領域的研究人員提供了有價值的理論貢獻和實踐啟示。

The aim of this research was to examine the determinants of mobile-banking technology in order further to provide an integrated model on which the acceptance of innovative services in relation to the behavioral intention consumers have to use food delivery platforms can be based. This cross-cultural study was conducted in Taiwan and Thailand. The results indicated that functional risk, security, and supply uncertainty could be critical determinants, with direct related innovative service risks. Also, based on the results, the innovative service risks could influence the intentions users have when they use the m-banking system. This is because immediate enhancement in their behavioral intention of using food delivery platforms can be made. Finally, the empirical findings could provide researchers with valuable theoretical contributions and practical implications in the food delivery platform sector.