網路銀行行銷活動與使用者需求之研究

Abstract

科技與網路的推波助瀾，改變許多人的生活習慣，不但可以透過網路銀行、網路ATM、電話銀行、行動銀行等電子化的平台使用金融交易，其中龐大的商機，使銀行業者紛紛研發多元化的網路金融業務，當中為促銷策略因應而生之內建或新開發的行銷活動或小遊戲，儼然成為吸引消費者主動參與網路金融交易的最佳途徑。網路銀行與行銷活動的結合，為各銀行新興的行銷戰場，行銷活動的積極推展可為銀行帶來客戶數及交易量。為瞭解網路銀行使用者對網路銀行行銷活動的需求，本研究分別從網路銀行、網路行銷活動及使用者需求相關研究三個構面之相關文獻資料進行探討後，發展網路銀行行銷活動與使用者需求的模型，藉由此模型瞭解網路銀行行銷活動之使用者需求之內容需求、呈需求現及安全需求、知覺有用性、知覺易用性與使用意願間的相互影響。 本研究採用網路問卷調查法，共回收有效問卷408份，研究發現：使用者不喜歡複雜的活動方式，故「使用交易達符合條件次數即送贈品或抽獎」為使用者的首選；活動贈品最喜歡「現金類」的贈品；且安全性為使用者參與活動最重視的考量因素；而活動期間希望配合「節慶或季節」；另網路銀行的「轉帳、繳款等」金融交易為使用者最常使用，故建議活動可透過這類交易進行，應可增加交易量；而「得到金融知識或網路銀行相關的最新訊息」及「活動操作方便」為使用者參與網路銀行行銷活動的主因。此外，研究結果顯示「使用者需求」、「知覺有用性」及「知覺易用性」會影響「使用意願」，「知覺易用性」也會影響「知覺有用性」，使用者認為活動越容易使用，就會覺得參與網路銀行行銷活動對自己越有用。本研究將提供金融或相關業者，在經營網路銀行業務時行銷活動策略分析，進而瞭解網路銀行使用者對於網路銀行行銷活動之感受，做為活動行銷規劃之參考。The waves of technology and network have changed the people’s life style by using the financial transactions through internet banking, web ATM, telephone banking, mobile banking and other electronic platforms. The great business opportunities are to make the bankers develop diversified online financial services. Among them, the built-in or newly developed marketing activities or small games grown for responding the promotional strategy become the best way of attracting the consumers’ active participation in online financial transactions. The combination of the internet banking and marketing activities becomes the new marketing battlefield of each banks, and the the marketing activities are actively promoted to bring the customers and business for banks. This study conducts the discussion on the related literatures of the three perspectives of internet banking, online marketing activities and user requirements, respectively, so as to develop the model of internet banking, marketing activities and user requirements, which are used to learn the interaction of contents, cash and security in user requirements, and perceived usefulness, perceived usability, and the use intentions in the marketing activities of internet banking. This study used the “Online Questionnaire Survey”, and collected 408 valid questionnaires. It is found that users dislike the complex activities, so the way of "free gifts or lottery are for the qualified using transactions" become the users’ prefer choice; "cash-like" is most favorite prize in actives and gifts; and security is the most important concern for users to participate in activities; the activities are expected to meet "festivals or seasons" ; moreover, the internet banking financial transactions of "transfers, payments, etc." are most commonly used by users, thus the activities are suggested to carry out such transactions to increase the business; "Get the financial knowledge or the latest information related to internet banking" and "easy operation of activities " are the main reasons of a user to participate in the marketing activities of internet banking. Furthermore, the result shows the "users' needs", "perceived usefulness" and "perceived ease of use" will affect the "behavioral intention", and the "perceived ease of use" will also affect the "perceived usefulness". The users believe that the easier the activities are, the more useful for themselves to participate in the marketing activities of internet banking. This research aggregated information which regarding marketing activities for internet banking. This study will provide the financier or related dealer with the strategies and analysis of the marketing activities in operating the internet banking business, so as to learn the customers’ feelings of marketing activities for internet banking, which are taken as the reference for the activities marketing planning.