Understanding Consumer Acceptance of Internet Banking-From Stayers and Switchers' Perspectives

Abstract

本研究探討固定顧客與轉換顧客在忠誠度、涉入程度、信任及對新科技的接受度的不同。為由對固定顧客與轉換顧客的瞭解，有助於銀行設計有效的行銷策略吸引顧客。網路發放問卷，由684份有效問卷的結果驗證假設：固定顧客對自己的銀行具有高忠誠度及高度的信任，所以固定顧客再次被驗證對公司而言是具有高度的價值。轉換顧客分為滿足的轉換顧客與不滿足的轉換顧客。滿意的轉換顧客乃因為外界因素造成（如：搬家、公司指定…等），因此轉換銀行；而不滿意的顧客則是對原本的銀行不滿意，因此主動尋找資訊，轉換選擇其他銀行的服務。結果顯示：滿意的轉換顧客以利益為重，表現出較低的忠誠度及信任感：不滿意的顧客則表現顯著的高度涉入程度及忠誠度。最後，不滿意的轉換顧客居於功能型取向；三類顧客中，不滿意的轉換顧客對網絡銀行的接受度最高。

This study investigates the differences in stayers', and switchers' loyalty, involvement, and trust as well as their acceptance of new technology. This research helps managers design effective strategies to attract customers by better understanding stayers and switchers', needs. An online survey was used with a sample of 684 respondents. The results indicated that stayers proved to be high-value customers who have high levels of loyalty and trust. Satisfied switchers behaved as a benefit-seeking group, demonstrating low levels of loyalty and trust, whereas dissatisfied switchers exhibited high levels of involvement and loyalty. Meanwhile, dissatisfied switchers, who tended to be utilitarian oriented, demonstrated the most willingness to accept Internet banking among the three groups.