本文以台灣上市之銀行業導入兩種新型態服務模式作為研究對象，主要以1996年1月1日至2013年12月31日間，比較公司導入前後的股東財富效果，並且加入財務及營運能力等關聯性的因素，在導入網路銀行時顯示導入訊息有提前反應的現象且市場有意見分歧的情形發生；這種提前反應市場分歧的現象，在宣告導入行動銀行型態服務時，也有相同的實證發現。然而在事件日發生後實證分析顯示，導入網路銀行服務模式，呈現顯著的正向資訊效果，可見投資人對金融業者導入『網路銀行』的訊息存有逐正面反應過度的現象；在宣告導入『行動銀行』型態服務當天與之後並不存在顯著的平均異常報酬。上述研究顯示市場對於金融業者導入新型態之服務模式的反應，提供未來有類似導入新資訊服務活動發生之時，也可給予投資人不同面向之參考。
This study used event study to investigate the shareholders effect of internet banking service pattern and mobile banking service pattern in Taiwan during 1996 to 2013. In addition, this study examines whether these explanatory variables are associated with observed cumulative abnormal returns using a regression model. The analytical results demonstrate that average abnormal returns are significantly different sign before the date of the announcement of in implementing internet banking system, on days -7 and -2, and significantly positive after that announcement date, on days +8 and +15. Moreover, the results also show significantly different sign average abnormal returns before the date of the announcement of in implementing mobile banking system, on days -14, -12 and -4, but insignificantly shareholders effect after that announcement date. Empirical findings show that different financial service pattern may arbitrage opportunities for investors, and can be a reference benchmark for companies and investors in decision-making.
