在智慧型手機普及、互聯網穩定快速的世代，銀行業的發展更便利與多元化。從台灣積極推動銀行業數位轉型，到民眾逐漸接受使用數位帳戶。金管會也開放申請執照，並於2019年許可三家純網銀的申請設立。目前金融服務發展下，現有的銀行辦理服務管道有包含實體分行、網路銀行或手機APP之行動銀行，且部分業者還因應數位轉型而整合開發獨立APP之數位銀行。因此，純網銀開設營運必然與現有銀行有客源爭搶、相互競爭之過程。
本研究以推力-拉力-繫住力理論的框架，探討消費者對純網銀之轉換意圖，調查驗證哪些因素是消費者認為是現有的銀行缺失且會萌生轉換想法、哪些因素優勢是純網銀應該把握且行銷策略擴大宣傳的重點，而哪些個人特徵或社會環境是會影響消費者轉換與否的考慮因子。本研究以線上量化調查方式，共回收312份有效問卷，經模型分析結果顯示，推力效果（不便利性、低感知價值）、拉力效果（替代品吸引力、信任轉移）、繫住力降低效果（從眾行為、個人IT創新接受度）對轉換意圖有正向顯著的影響，而繫住力增強效果（慣性、感知風險、轉換成本、互動需求）對轉換意圖有負向顯著的影響。後續透過分析結果，提出理論及實務面之建議。

In the era when smart phones are popular and Internet is stable and fast, the development of the banking industry is more convenient and diversified. From Taiwan's active promotion of the digital transformation of the banking industry, to the people gradually accepting the use of digital accounts. In addition, the Financial Supervisory Commission (FSC) allowed the applications of three Internet-Only Banks to be established in 2019. Therefore, it must be fierce competition to snatch customers between Internet-Only Banks and existing banks.
This research uses the Push-Pull-Mooring theory framework to explore consumers’ intention to switch to Internet-Only Bank. At the same time, this research investigates and verifies which factors are considered by consumers to be the lack of existing banks and will give rise to conversion ideas, and which factors are the advantages that Internet-Only Bank should grasp and focus to list the marketing strategy. In addition, what consumer personal characteristics or social environmental factors will affect consumer switching. In this study, in total, 312 reliable and valid questionnaires were collected through online quantitative surveys. The model analysis results show that push effects (inconvenience, low perceived value), pull effects (alternative attractiveness, trust transfer), and the decreasing of mooring effect (herd behavior, personal innovativeness in information technology) have positive and significant impact on switching intention, while the enhancement of mooring effect (inertia, perceived risk, switching cost, need for interaction) have negative and significant impact on switching intention. Through the following results of the analysis, theoretical and practical recommendations are proposed for future researches.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
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 3
第三節　研究問題與目的 6
第四節　研究方法與流程 7
第二章 文獻探討 8
第一節 純網路銀行(Internet-Only Bank) 8
第二節 推力-拉力-繫住力理論(Push-Pull-Mooring Theory, PPM) 10
第三節 從眾行為(Herd Behavior) 15
第三章 研究方法 17
第一節 研究模型 17
第二節 研究假說 18
第三節 操作型定義 26
第四節 研究設計 27
第四章 資料分析 33
第一節 樣本基本資料分析 34
第二節 衡量模型 36
第三節 模型及假說驗證 46
第五章 結論與建議 50
第一節 研究結果與建議 50
第二節 理論及實務意涵 53
第三節 研究限制與未來研究方向 55
參考文獻 56
附錄：本研究正式問卷 64

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