因應國際間普惠金融的潮流，掀起了世界各國發展「開放銀行」的浪潮，而我國也在金管會的主導下，正積極規劃實施「開放銀行」的政策，希望能夠給予消費者更多元、更自主的金融服務體驗，而本研究即在探討未來我國開放銀行施行後，消費者當面臨到有金融服務的需求時，是否有從以往透由實體銀行取得轉換到開放銀行平台的意圖，並以推-拉-繫住力理論為基礎架構來研究其關鍵影響的因素。
本研究以線上問卷進行抽樣，透過圖文敘述方式輔助填答者瞭解開放銀行平台架構後再行填答，共收回391份有效問卷，並採用統計軟體 SPSS 24.0及 SmartPLS 3.0進行分析、信效度檢驗及模型驗證。經本研究結果顯示，推力效果：行員同理心不足、服務等待時間長，及拉力效果：資訊搜尋成本低、認知有用性，對於消費者從實體銀行轉換至開放銀行平台具有顯著的正向影響；而繫住力效果：感知資安風險高、與行員之互動需求，則對於消費者從實體銀行轉換至開放銀行平台有顯著的負向影響。期望透過本研究之結果及建議，可以對產學之相關研究有所助益。

In response to the international trend of Inclusive Financing, it has set off a wave of development of "Open Banking" in many countries around the world. Under the leadership of the FSC, our country is actively planning to implement the policy of "Open Banking", hoping to give consumers more diversification, more autonomous financial service experience. This research is to explore whether consumers have the intention of switching from the past through physical banks to open banking platforms when they face the need for financial services after the implementation of our country’s open banking in the future. And use Push-Pull-Mooring Theory as the basic framework to study its key influence factors.
In this study, online questionnaires were sampled, using graphic narrative to assist respondents to understand the open banking platform architecture before completing the answer. A total of 391 valid questionnaires were collected, and statistical software SPSS 24.0 and SmartPLS 3.0 were used for analysis and verification. The results of this study show that push effects: lack of empathy among the bank clerk and long waiting time for service, pull effects: low information search cost and perceived usefulness, which have a significant positive impact on consumers switching from physical banks to open banking platforms, and mooring effects: the high perceived information security risk and the need to interact with the bank clerk, have a significant negative impact on consumers' transition from physical banks to open banking platforms. It is hoped that the results and suggestions of this study can be helpful to the research of industry and academia.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
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 研究問題與目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 開放銀行平台(Open Banking Platform) 7
第二節 推-拉-繫住力理論(Push-Pull-Mooring Theory) 10
第三章 研究方法 12
第一節 研究模型 12
第二節 研究假說 13
一、 推力效果 13
二、 拉力效果 13
三、 繫住力效果 14
第三節 操作型定義 14
第四節 研究設計 15
一、 研究對象 15
二、 問卷設計 16
三、 資料蒐集及使用工具 19
第四章 研究結果 20
第一節 基本資料分析 20
第二節 衡量模型 23
一、 信度分析（Reliability） 23
二、 收斂效度分析（Convergent Validity） 24
三、 區別效度分析（Discriminant Validity） 26
四、 共線性分析（Multicollinearity） 27
五、 共同方法偏誤（Common Method Bias） 28
第三節 結構模型及假說驗證 32
第五章 結論與建議 34
第一節 研究結果與討論 34
一、 推力效果對轉換意圖之正向影響 34
二、 拉力效果對轉換意圖之正向影響 35
三、 繫住力效果對轉換意圖之負向影響 35
第二節 理論與實務意涵 36
一、 理論面 36
二、 實務面 36
第三節 研究限制與未來研究方向 37
一、 研究限制 37
二、 未來研究方向 37
第六章 參考文獻 38
附錄 研究正式問卷 42

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