電子金融營運績效與經營策略研析

Study on the Operational Performance and Management Strategies of Electronic Finance

10.6736/JPSR.201003_7(1).0003

施光訓(Kuang-Hsun Shih)；陳佳琪(Chia-Chi Chen)

自動化金融帳戶 ； 使用知覺 ； 知覺風險 ； 金融 ； electronic finance,user perception,perceived risks,banking

績效與策略研究

7卷1期（2010 / 03 / 01）

35 - 52

繁體中文

在資訊蓬勃發展的現代，銀行業紛紛推出自動化金融帳戶以快速地整合資訊，提供有效的服務。本研究欲藉自動化金融帳戶使用者的使用知覺，分析自動畫帳戶知覺利益與風險因子間之因果群組關係，並探究其互相影響程度。研究以專家深度訪談與DEMANTEL專家問卷進行實證研究。研究結果指出影響使用者知覺的因群組多為知覺風險；且便利性利益與財務風險對整體構面影響甚鉅。因此，金融業者可藉由改善知覺風險，以提高使用者的使用知覺，並可由便利性利益與財務風險瞭解其改善成果。

In an information-based era, the banking industry has introduced electronic finance accounts to integrate information promptly and provide efficient services. This study aimed to invest age the user perception on electronic finance, and analyze the causal relationship between perceived benefits and risk factors of electronic finance accounts, in order to find out their mutual effects. This study conducted in-depth expert interview and DEMATEL method for empirical research. The results showed that the factors affecting user perception are mostly perceived risks, and the convenience benefits and financial risks have significant effects on the overall structure. Therefore, this study suggested that financial service providers can improve service content and reduce customers” perceived risks, in order to enhance user perception. Moreover, by observing customers' convenience benefits and financial risks, the improvement results can be known.

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