傳統的銀行業者已經無法單以實體通路搶佔市場，所以發展虛擬通路已成為
一種趨勢，網路銀行可提供日常生活所需的銀行服務( 例如:轉帳、繳費、匯款、
等…)，這些服務讓使用者意識到網路銀行的便利性，使用者可以不須出門即可
以完成日常交易，現今網路銀行服務可藉由多種通路存取，顧客接觸網路銀行的
機會越來越多，網路銀行業者間的競爭，取決於顧客的選擇，顧客只須操作滑鼠，
即可選擇其他網路銀行業者的服務，若顧客選擇其他網路銀行服務所需之轉換成
本低，企業則不容易留住顧客，所以如何留住顧客是個重要的議題，但過去研究
大部分注重在顧客的使用層面、網路銀行品質的研究，很少對於網路銀行做顧客
情感層面的研究，銀行業該如何讓使用者對於服務感到滿意，持續使用網路銀行
服務，不應只依靠功能，顧客的情感層面也必須考量。
顧客對於網路銀行持續使用最直接的影響，在於網路銀行所呈現給顧客的服
務，此服務可以分為兩大部分，功能與介面，功能部分是指網路銀行提供給顧客
的功能性，介面部分是指呈現給顧客視覺上的感受，對於顧客而言，功能性會對
其使用行為造成影響，而介面給予的感受，雖然也會影響顧客使用上的便利性，
但其中更需要注重的是，其設計上帶給顧客的影響，顧客對於介面設計的反應，
過去網路銀行研究多注重於功能層面的探討，沒有考慮到顧客情感層面的感受。
研究結果:1)滿意度是影響顧客持續使用、推薦行為之主因，2)功利情感若
無法被滿足，較容易造成顧客抱怨，3)享樂情感若被滿足，則很容易提升顧客滿
意度，4)使用經驗是影響顧客功利情感與享樂情感的主要因素。

The new information technology is becoming an important factor in the future
development of financial service industry, most of banks are using the Internet as a
new distribution channel, people use the Internet bank to keep an eye on their money
matters, view their account balance and check receiving payments,Currently, one
stream of internet banking customer retention research focus primarily on the
determinants of continuance intention from cognitive perspective based on technology
adoption model (TAM), whereas another stream of internet banking customer
satisfaction research focused on the emotion from affective events theory (AET), the
studyattempts to bridge the two streams of research and to explain internet banking
customer post-adoption behavior.
Internet banking customer behaviors research focused on the benefits of the
system in determining systems success, the benefits of internet banking are discussed
from five points of view; time saving, cost saving, fast, accessible, and available, we
use the term “utilitarian benefits” to refer to the functional, on the other hand, internet
banking customer behaviors research focused on the benefits of the emotion, the
benefits of internet banking are discussed from five points of view; excitement,
cheerfulness, delight, security, confidence, we use the term “hedonic benefits” to refer
to the aesthetic.
Finally, the result show that hedonic benefit improves customer satisfaction more
than utilitarian benefit.

第一章、緒論 ..................................................... 1
第一節、研究背景 ................................................. 1
第二節、研究動機 ................................................. 2
第三節、研究目的 ................................................. 3
第二章、文獻探討 ................................................. 4
第一節、網路銀行定義 ............................................. 4
第二節、科技接受模型(TAM) ........................................ 6
一、線上系統品質 ................................................ 7
二、網路銀行品質 ................................................ 8
三、使用經驗 .................................................... 9
第三節、情感事件理論 ............................................ 10
一、網路服務情感研究 ........................................... 11
二、網路銀行情感研究 ........................................... 12
第四節、功利與享樂 .............................................. 14
一、功利情感研究探討 ........................................... 14
二、享樂情感研究探討 ........................................... 15
第五節、使用後行為 .............................................. 16
一、抱怨 ....................................................... 16
二、持續使用 ................................................... 16
三、推薦 ....................................................... 17
第三章、研究方法 ................................................ 18
第一節、研究架構 ................................................ 18
第二節、研究假說 ................................................ 20
一、「使用經驗」對於「情感」影響之假說 ......................... 20
二、「情感」對「滿意度」影響之假說 ............................. 22
三、影響「使用後行為」因素之假說 ............................... 23
第三節、研究變數與操作型定義 .................................... 27
一、使用經驗(User Experience) .................................. 27
二、情感(Emotion) .............................................. 30
三、滿意度(Satisfaction) ....................................... 33
四、使用後行為(Post behavior) .................................. 34
第四節、研究方法 ................................................ 37
一、研究對象 ................................................... 37
二、系統分析工具 ............................................... 37
三、問卷設計 ................................................... 38
四、前測數據分析 ............................................... 39
第四章、資料分析 ................................................ 40
第一節、基本資料分析 ............................................ 40
第二節、信度與效度檢定 .......................................... 42
一、信度 ....................................................... 42
二、效度 ....................................................... 43
第三節、假說檢定 ............................................... 50
一、相關性分析 ................................................. 50
二、迴歸分析(Regression Analysis) .............................. 51
三、整體模型適配程度 ........................................... 58
第四節、研究討論 ................................................ 61
一、使用經驗對於情感因素的影響 ................................. 61
二、情感因素對於滿意度的影響 ................................... 64
三、情感以及滿意度對使用後行為的影響 ........................... 65
第五章、結論與建議 ............................................. 69
第一節、研究結論 ................................................ 69
一、顧客需求 ................................................... 69
二、網路銀行因應方法 ........................................... 70
三、降低顧客抱怨，提升顧客推薦意願 ............................. 70
第二節、研究貢獻 ................................................ 71
第三節、研究限制 ................................................ 72
一、樣本的限制 ................................................. 72
二、環境限制 ................................................... 72
三、服務的限制 ................................................. 73
第四節、未來研究方向 ............................................ 73
參考文獻 .......................................................... 75
附錄:本研究問卷 ...................................................82

1. Aarma, A.and Vensel, V." Banks' retail customer satisfaction and development of
bank-customer relationships.", V. Vensel, C. Wihilborg (Toim.). Estonia on the
Threshold of the European Union: Financial Sector and Enterprise Restructuring
in the Changing Economic Environment (85 - 106). [Tallinn]: Department of
Economics at Tallinn Technical University,(2001)
2. Aladwani, "Online Banking: A Field Study of Drivers, Development Challenges,
and Expectations", International Journal of Information Management, Vol.21,
Iss:3, pp.213-225,(2001)
3. Bagozzi, R.P. "A field investigation of causal relations among cognitions, affect,
intentions, and behavior", Journal of Marketing Research, Vol.19, Iss:4,
pp.562–583, (1982)
4. Bhattacherjee, A. "An empirical analysis of the antecedents of electronic
commerce service continuance". Decision Support System, Vol.32, Iss:2,
pp.201–214, (2001)
5. Chea, S.and Luo, M.M. "Post-Adoption Behaviors of E-Service Customers: The
Interplay of Cognition and Emotion”, International Journal of Electronic
Commerce, Vol.12, Iss:3, pp.29-56, (2008)
6. Chen,? P.Y. and Hitt, L.M. "Measuring switching costs and the determinants of
customer retention in Internet-enabled businesses: a study of the online
brokerage industry", Information Systems Research, Vol.13, Iss:3, pp.255-274,
(2002)
7. Doll, W.J and TorkZadeh, G. "The measurement of end-user computing
satosfaction", MIS Quarterly, pp. 259-74 (1988)
8. Hunt, H.K. CS/D—Overview and future research directions," In H. K. Hunt (ed.),
Conceptualization and Measurement of Consumer Satisfaction and
Dissatisfaction. Cambridge, MA: Marketing Science Institute, pp.445–488,
(1977)
9. Jayawardhena, C. and Foley, P. "Changes in the banking sector-the case os
Internet banking in the U.K.", Internet Research:Electronic Networking
Applications and Policy, Vol.10, Iss:1, pp. 19-30, (2000)
10. Loewenstein, G.F., Weber, E.U., Hsee, C.K. and Welch, E. Risk as feelings,
Psychological Bulletin, Vol.127, Iss:2, pp.267-286, (2001)
11. Margaret, T. and Thompson S. H. "Factors influencing the adoption of Internet
banking", Journal of the AIS,Vol.1, Iss:1, (2000)
12. Marko Balabanovic and Yoav Shoham,"Content-based, collaborative
recommendation", Communications of the ACM, Vol.40 , Iss:3, pp.66 - 72,
(1997)
13. Minjoon, Jun and Shaohan, Cai "The key determinants of Internet banking
service quality: a content analysis", International Journal of Bank Marketing,
Vol.19, Iss:7, pp.276 - 291, (2001)
14. Abdelzaher, T.F. and Shin, K.G. and Bhatti, N. "Performance Guarantees for
Web Server End-Systems: A Control-Theoretical Approach", IEEE Transactions
on Parallel and Distributed Systems, Vol.13, Iss:1, pp.80-96, (2002)
15. Anol, "Understanding Information Systems Continuance: An
Expectation-Confirmation Model", MIS Quarterly, Vol. 25, Iss:3, pp.
351-370,(2001)
16. Batra, R.?and?Ahtola, O.T. "Measuring the Hedonic and Utilitarian Sources of
Consumer Attitudes", Marketing Letters, Vol.2, Iss:2, pp.159-170, (1991)
17. Broderick,A.J. and Vachirapornpuk,S. "Service quality in Internet banking: the
importance of customer role", Marketing Intelligence & Planning, Vol. 20, Iss:6,
pp.327 – 335, (2002)
18. Chea, S.and Luo, M.M. "eService Customer Retention: An Affective Events
Theory Perspective". AMCIS 2009 Proceedings, Paper 484, (2009)
19. Chitturi, R. and Raghunathan, R. and Mahajan, V. "Delight by Design: The Role
of Hedonic Versus Utilitarian Benefits", Journal of Marketing, Vol.72, Iss:3,
pp.48-63, (2008)
20. Crowley,A.E. and Spangenberg,E.R and Hughes,K.R. "Measuring the Hedonic
and Utilitarian Dimensions of Attitudes Toward Product Categories",Marking
Letters, Vol. 3, Iss:3, pp.239-249, (1992)
21. Dabholkar, P.A. "Consumer evaluations of new technology-based self-service
options: An investigation of alternative models of service quality", International
Journal of Research in Marketing, Vol.13, Iss:1, pp.29-51, (1996)
22. Davis, F.D. "A technology acceptance mode for empirically testing new end-user
information system: theory and results", Massachusetts Institute of Technology,
(1986)
23. Dhar, R. and Wertenbroch,K. "Consumer Choice Between Hedonic and
Utilitarian Goods", Journal of Marketing Research, Vol.37, Iss:1, pp.60-71,
(2000)
24. Forgas, J.P. and George, J.M. "Affective Influences on Judgments and Behavior
in Organizations: An Information Processing Perspective", Organizational
Behavior and Human Decision Processes Vol.86, Iss:1, pp.3-34, (2001)
25. Heijden, H.V. "User Acceptance of Hedonic Information Systems",MIS
Quarterly, Vol.28, Iss:4, pp.695-704, (2004)
26. HSBC define With Business Internet Banking you can do
http://www.us.hsbc.com/1/2/3/business/online/business-internet-banking
27. Johnston, R."Identifying the critical determants of service qualoty in retail
banking: important and effect", International Jurnal of Bank Marketing,
Vol.17,Iss:4, pp.182-91, (1997)
28. Johnston, R."The determinats of service quality: satisfiers and dissatisfiers",
International Jurnal Service Industry Management, Vol.6, Iss:5, pp. 53-71, (1995)
29. Jun, M. and Cai, S. "The key determinants of internet banking service quality: a
content analysis", International Journal of Bank Marketing, Vol.19, Iss:7,
pp.276-291, (2001)
30. Karen, F. and Lang, W.W. and Nolle, D.E. "Internet Banking: Developments and
Prospects"Economic and Policy Analysis Working Paper 2000-9,Office of the
Comptroller of the Currency Sneddon, Mark , “Cyberbanking: Remote Banking
Using the Internet,” Australian Business Law Review, Vol.25, Iss:1 , pp.64-67,
(1997)
31. Kerem, K. and Luataik, O. and Sorg, M. and Vensel, V. “The Development of
EBanking in an EU Candidate Country: An Estonian Case”. Proceedings of
International Atlantic Economic Society Conference, Vienna, March 11–17,
(2003).
32. Liao, Z. and Cheung, M.T. "Internet-based e-banking and consumer attitudes: an
empirical study", Information and Management, Vol.39, Iss.4, pp.283-295,
(2002)
33. Liljander, V. and Strandvik, T. "Emotion in service satisfaction", International
Journal of Service Industry Management, pp.148–169, (1997)
34. Mano, H., and Oliver, R.L. "Assessing the dimensionality and structure of the
consumption experience: Evaluation, feeling, and satisfaction", Journal of
Consumer Research, Vol.20, Iss:3, pp.451–466, (1993)
35. MaryAnne Atkinson and Christine Kydd, "Individual Characteristics
Associated with World Wide Web Use- An Empirical Study of Playfulness and
Motivation", ACM SIGMIS Database, Vol.28, Iss:2, (1997)
36. Mohammad, Reza Nami, "E-Banking: Issues and Challenges", Software
Engineering, Artificial Intelligences, Networking and Parallel/Distributed
Computing, 2009. SNPD '09. 10th ACIS International Conference on page(s):
263 - 266, (2009)
37. Mols, N.P. "The behavioral consequences of PC banking", International Journal
of Bank Marketing, Vol.16, Iss:5, pp.195-201, (1998)
38. Moon, J.W. and Kim, Y.G. "Extending the TAMf or a world-wide-web context",
Information and Management, Vol.38, Iss:4, pp.217-230, (2001)
39. Mooradian, T.A. and Oliver, J.M. ”I can’t get no satisfaction: The impact of
personality and emotion on postpurchase processes.", Psychology & Marketing,
Vol.14 , Iss:4, pp.379–392, (1997)
40. Okada, E.M. "Justification Effects on Consumer Choice of Hedonic and
Utilitarian Goods", Journal of Marketing Research, Vol. 42, Iss:1, pp.43-53,
(2005)
41. Oliver, R. Satisfaction: A Behavioral Perspective on the Consumer. Boston:
McGraw-Hill, 1997.
42. Osgood, C. E. and Suci, G.J and Tannenbaum, P.H. "The Measurement of
Meaning.", Urbana,IL: University of Illinois Press, (1957)
43. Phillips, D.M., and Baumgartner, H. "The role of consumption emotions in the
satisfaction response.", Journal of Consumer Psychology, Vol.12, Iss:3,
pp.243-252, (2002)
44. Pikkarainen, T. and Pikkarainen,K. and Karjaluoto, H. and Pahnila, S.
"Consumer acceptance of online banking: an extension of the technology
acceptance model", Internet Research, Vol.14, Iss:3, pp.224-235, (2004)
45. Roseman, I.J. and Antoniou, A.A. and Jose, P.E. “Appraisal determinants of
emotions: Constructing a more accurate and comprehensive theory”, Cognition
and Emotion, Vol.10, Iss:3, pp.241-277, (1996)
46. Sathye, M. "Adoption of Internet banking by Australian consumers: an
empirical investigation", International Journal of Bank Marketing, Vol. 17, Iss: 7,
pp.324 – 334, (1999)
47. Silverman, G., The Secrets of Word-of-Mouth Marketing: How to Trigger
Exponential Sales Through Runaway Word-of-Mouth, New York: American
Marketing Association, (2001)
48. Smith, A.K., and Bolton, R.N. "The effect of customer’s emotional responses to
service failure on their recovery effort evaluations and satisfaction judgments",
Journal of the Academy of Marketing Science, Vol.30, Iss:1, pp.5-23, (2002)
49. Springett, Mark, "Evaluating cause and effect in user experience", Digital
Creativity, Vol.20, Iss:3, pp.197-204, (2009)
50. Voss, K.E. and Spangenberg, E.R. and Grohmann, B. "Measuring the Hedonic
and Utilitarian Dimensions of Consumer Attitude", Journal of Marketing
Research, Vol.40, Iss:3, pp.310-320, (2003)
51. Watson, D. and Clark, L. A. and Tellegen, A. "Development and Validation of
Brief Measure of Positive and Negative Affect: The PANAS Acales", Journal of
Personality and Social Psychology, Vol.54, Iss:6, pp.1063-1070, (1988)
52. Watson, D. and Tellegen, A. "Toward a consensual structure of mood",
Psychological Bulletin, pp.219-235, (1985)
53. Weiss, H.M. and Cropanzano, R. "Affective events theory: A theoretical
discussion of the structure, causes and consequences of affective experiences at
work", Research in Organizational Behavior, Vol.18, pp.1–74, (1996)
54. Westbrook, R.A. "Product/consumption-based affective responses and post
purchase processes.", Journal of Marketing Research, Vol.24, Iss:3, pp.258–270,
(1987)
55. Wihlborg, Estonia on the Threshold of the European Union: Financial Sector and
Enterprise Restructuring in the Changing Economic Environment, Tallinn:
Tallinn Technical University, pp. 85–106. (2001)
56. Zhu, F.X. and Wymer, W. and Chen, I. "IT-based services and service quality in
consumer banking", International Journal of Service Industry Management, Vol.
13, Iss: 1, pp.69 – 90, (2002)
57. MBAlib 美國安全第一網路銀行介紹 http://wiki.mbalib.com/zh-tw/
58. The Free Dictionary-web operation system define
From:http://encyclopedia2.thefreedictionary.com/Online+Operating+System
59. 行政院經濟建設委員會-網路銀行定義
http://www.cepd.gov.tw/m1.aspx?sNo=0005589