體驗行銷、虛擬與實體通路品牌權益的虛實整合、行動網銀之忠誠度

The Effects of Experience Marketing, Brand Equity of the Virtual and Physical Channel on the Loyalty of Mobile Banking

10.3966/181666012018101402002

廖采如(Tsai-Ju Liao)；李欣樺(Xin-Hua Li)；李宛庭(Wan-Ting Li)；游雅雯(Ya-Wen You)

行動網銀 ； 品牌權益 ； 虛實整合 ； 體驗行銷 ； mobile banking ； brand equity ； virtual and physical channels ； experience marketing

行銷科學學報

14卷2期（2018 / 10 / 01）

123 - 152

繁體中文

面對行動網銀間的劇烈競爭，如何改善顧客的忠誠度已成為重要的議題。過去文獻主要以科技接受模型為主，強調知覺有用性與易用性會影響顧客對行動網銀的使用意圖。雖然這些功能性因素很重要，但是銀行更需要建立品牌權益，以創造不可替代的競爭優勢。實務上，銀行會採用多重通路策略，同時建立實體銀行與行動網銀，然而如何管理實體通路與虛擬通路的品牌權益以創造綜效，實是一大挑戰。過去研究已強調，商品實用性能提升品牌權益，但是最近的研究指出體驗行銷更能創造顧客價值。本研究整合科技接受模型、品牌權益與體驗行銷觀點，實證發現：（1）實體銀行品牌權益會正向影響行動網銀品牌權益、知覺易用性；（2）行動網銀品牌權益會正向影響行動網銀知覺易用性、使用態度；（3）行動網銀之感官體驗行銷會正向影響行動網銀之知覺有用性與易用性、行動網銀與實體銀行品牌權益、行動網銀使用態度與忠誠度；（4）行動網銀之思考體驗行銷會正向影響行動網銀與實體銀行品牌權益、行動網銀使用態度；（5）使用態度會中介行動網銀品牌權益、知覺有用性、易用性，進而影響忠誠度。

Facing dramatic competition among mobile banking, how to improve customer loyalty to a focal mobile banking has become a critical issue. Most studies using the technology acceptance model (TAM) have suggested that the perceived usefulness and ease of use determine intention toward using mobile banking. While these functional utilities are important, bankers require establishing brand equity to create irreplaceable competitiveness. Given the facts that most bankers adopt multiple channel strategies, how to manage the brand equity of virtual channels and that of physical channels becomes a challenge. Further, while several studies have highlighted product characteristics to enhance brand equity, recent research has turned to stress on experience marketing. This study integrates TAM, brand equity and experience marketing perspectives and found that: (1) the brand equity of physical banking serves to improve the brand equity of mobile banking and perceived ease of use; (2) the brand equity of mobile banking positively affect perceived usefulness and ease of use; (3) sense-experience marketing is likely to improve perceived usefulness, ease of use, the brand equity of mobile banking and physical banking, attitudes toward using mobile banking as well as loyalty; (4) think-experience marketing would likely raise the brand equity of mobile banking and physical banking, as well as attitudes toward using mobile banking; (5) attitudes toward using mobile banking is likely to mediate the relationship between perceived usefulness, the ease of use, and loyalty.

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