探討影響消費者對金融品牌社群之使用意願

The Effects of Finance Brand Community on Consumer Use Intention

金融業務數位化變革攸關銀行競爭力，金融機構紛紛成立品牌社群進行行銷。然而，過往品牌社群研究大多集中於消費品牌，在探討金融品牌社群特性，對使用者於認知風險與信任的消長，進而影響金融品牌社群消費者使用意願的研究，仍待深入探討。影響消費者對於金融品牌社群之使用意願則是本文之主要研究問題。本研究共蒐集360份樣本，進行結構方程模式分析，而後經分析發現網路社群互動性、品牌權益、資訊品質及訊息來源可信度對信任有顯著的正向影響；網路社群互動性、信任對知覺風險有顯著的負向影響；而知覺風險對使用意願有負向影響。另外信任對使用意願呈現顯著的正向影響。本研究結果有助於金融業者在行銷策略與品牌社群管理之參考。

With the rapid development of the Internet, financial services are facing increasingly complex cross-border competition. The digital transformation of financial services has become an important strategy for banks to remain competitive. These banks have established brand communities for marketing purposes. In the past, studies on brand communities were mainly focused on consumer brands. However, studies on brand communities that explore the characteristics of financial brand communities and how changes in users’perceived risk and trust influence users’intentions remain limited. This study investigates how the characteristics of financial brand communities influence consumers’intention to use these communities through perceived risk and trust. A total of 360 samples were collected through online questionnaires to conduct a structural equation modeling analysis. The results show that social network interaction, brand equity, information quality and source credibility have a significant positive impact on trust; social network interaction and trust have a significant negative impact on perceived risk; and perceived risk has a negative impact on users’intention. The results also show that trust has a significant positive impact on users’intention. The findings of this study will be helpful for those in financial services with regard to marketing strategy and brand community management.