科技進步帶動數位轉型的發展，本研究探討數位化潮流下金融科技的發展，著重於銀行應用程式（APP）對於現今社會的重要性，從顧客體驗的角度瞭解銀行APP對顧客持續使用意願的影響。藉由過去的研究文獻得知顧客體驗在塑造顧客忠誠上有關鍵作用，隨著智慧型手機普及，跳脫實體的顧客體驗是否會因此而有所改變，是本論文分析探討的方向。
　　本論文以銀行APP使用者為研究的主要對象，探究銀行APP對顧客持續使用意願的影響，並從認知體驗、情感體驗、感官體驗、社會體驗、技術體驗等不同顧客體驗維度分析影響程度，更進一步探討顧客體驗是否為增加顧客滿意度及忠誠度的因素。
　　經實證研究分析，得出以下結果：(1)顧客體驗對於顧客滿意度有正向影響；(2)顧客滿意度對顧客持續使用意願有正向影響；(3)顧客滿意度對顧客體驗與顧客持續使用意願產生部分中介效果。本研究認為顧客體驗在數位化的潮流下更為重要，瞭解顧客需求、強化顧客體驗要素，提高銀行APP的顧客滿意與忠誠，是金融業數位轉型的關鍵。

　　Technological advancements drive the development of digital transformation. This study explores the evolution of financial technology (fintech) within the digitalization trend, emphasizing the significance of banking applications (APPs) in contemporary society. From the perspective of customer experience, the research aims to understand the influence of banking APPs on customer willingness to continue usage. Past research literature reveals the critical role of customer experience in shaping customer loyalty. With the widespread adoption of smartphones, the study examines whether the transition from physical to digital customer experiences leads to noticeable changes.
　　Focusing on banking APPs users, the paper investigates their impact on customer willingness to continue usage. Different dimensions of customer experience, including cognitive, emotional, sensory, social, and technological aspects, are analyzed to assess their respective influences. Furthermore, the study explores whether customer experience serves as a factor in enhancing customer satisfaction and loyalty intentions.
　　Empirical research analysis yields the following results: (1) Customer experience positively influences customer satisfaction; (2) Customer satisfaction has a positive impact on customer willingness to continue usage; (3) Customer satisfaction partially mediates the relationship between customer experience and willingness to continue usage. The study asserts that in the era of digitalization, understanding customer needs, reinforcing customer experience elements, and enhancing satisfaction and loyalty to banking APPs are crucial for the digital transformation of the financial industry.

論文審定書 …………………………………………………………………………… i
中文摘要 ……………………………………………………………………………… ii
英文摘要 ……………………………………………………………………………… 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 研究目的 ………………………………………………………… 2
第四節 研究架構 ………………………………………………………… 3
第二章 文獻探討…………………………………………………………………… 4
第一節 顧客體驗維度……………………………………………… 4
第二節 顧客滿意度…………………………………………………… 7
第三節 持續使用意願…………………………………………………… 7
第四節 假說發展………………………………………………………… 8
第三章 研究方法………………………………………………………………… 11
第一節 研究架構……………………………………………………… 11
第二節 研究變數之操作型定義 ……………………………………… 11
第三節 問卷設計 ……………………………………………………… 16
第四節 資料蒐集方法 ………………………………………………… 16
第五節 資料分析方法 ………………………………………………… 16
第四章 實證研究與分析 ………………………………………………………… 18
第一節 驗證性因素分析 ……………………………………………… 18
第二節 敘述性統計分析 ……………………………………………… 19
第三節 假說檢定 ……………………………………………………… 36
第五章 結論與建議 ……………………………………………………………… 41
第一節 學術意涵 ……………………………………………………… 41
第二節 管理意涵 …………………………………………………… 42
第三節 研究限制與未來研究方向 …………………………………… 43
參考文獻 …………………………………………………………………………… 44
附錄 研究問卷 …………………………………………………………………… 50

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