網路發達改變了商業活動的交易方式，過去必須到銀行櫃檯或是以書面辦理的業務，漸漸透過網路、手機、電子交換的申請便可以完成，顛覆了銀行業傳統經營模式與服務觀念。而行動銀行具有無所不在、即時性與個人化的獨特價值，其種種的優點讓行動銀行成為未來金融業拓展通路及業務的必爭之地。本研究採科技接受模式理論，導入資訊系統成功模式之系統品質、資訊品質、服務品質等變項，提出結合這二個模式來探討消費者於行動銀行系統購買旅行平安險時之影響因素。研究結果顯示：「系統品質」、「服務品質」對「認知易用性」具有正向顯著影響；「資訊品質」對「認知有用性」具有正向顯著影響；「認知易用性」對「認知有用性」具有正向顯著影響；「認知有用性」對「行為意圖」具有正向顯著影響；「認知易用性」對「使用態度」具有正向顯著影響；「使用態度」對「行為意圖」具有正向顯著影響。最後，本研究提出對行動銀行之建議與方向，供金融業者後續推展業務時之參考。
From current development and overall popularity of Mobile banking in use, this trend of consumer behavioral transformation has compelled massive changes of conventional bank procedures into the era of Internet generation. Conventional banking service and operational models are no longer adequate to fulfill the demand of banking services for the consumer in this contemporary society. Mobile banking services on the other hand, such as Internet banking, Smart phone banking App, email exchange banking services have created the possibility and availability to achieve the concept and practices of unique, accessible, customized banking service anywhere and anytime. Since the beneficial assets of current mobile commercial banking services and its potentials, the financial sectors have also valued the possibilities and variations to expend this field of service platform for their future business expansions.
To focus this possible banking trend movements of such buy behavior changes, this thesis has applied Technology Acceptance Model (Davis, 1989) and Information systems success model (DeLone & McLean, 1992) to demonstrate how this mobile trend of baking services transforms and impacts current commercial banking services. Also this study will evaluate the system quality, information quality, service quality and other vast variables from this eminent banking business model.
In order to understand the characteristics and the impacts when consumer have chosen the means of purchase from Mobile Banking platform to acquire travel insurance other than conventional ones.
Lastly, this thesis would base on the results discovered within the research, to make recommendations that facilitate the financial sectors a reference for their future business directions and commercial banking services integrations.
