全球各地的企業組織都在爭先恐後地將其服務數位化，隨著全球開放銀行日漸成熟，“純網銀”商業模式的增長已經在整個金融行業變得出眾。用戶更頻繁地使用他們的網路銀行應用程式來執行金融服務，因此純網銀服務與資訊科技的結合造就方便、新穎的服務是現今純網銀平台的重要趨勢。本研究根據活動理論(Activity Theory)為模型建構基礎，用以探討純網銀服務影響顧客參與以及消費者體驗的因素為何，並且評估顧客旅程本身、是什麼驅動他們、促進純網銀消費者體驗的因素，純網銀中最理想的體驗是什麼。
本研究採用問卷調查的方式進行網路問卷的發放，收回共計932份有效樣本。從研究結果驗證了動機、工具、目標皆會影響最後的體驗。以此希望透過本研究提供未來在純網銀不論是理論或實務上些許想法。

Business organizations around the world are rushing to digitize their services, and with the increasing maturity of open banking globally, the growth of " Internet-Only Banking Services " business models has become outstanding in the entire financial industry. Users increasingly use their online banking applications to perform financial services, so integrating Internet-Only Banking services and information technology to create convenient and novel services is an important trend in today's Internet-Only Banking platforms. Therefore, based on the activity theory, this study constructs a model to explore the factors that influence customer participation and consumer experience in Internet-Only Banking services, evaluate the customer journey itself, what drives them, factors that promote pure online banking consumer experience, what the ideal experience in pure online banking is, and how interactivity works.
This study used a questionnaire survey to distribute online questionnaires and collected a total of 932 valid samples. The research results confirmed that motivation, tools, and goals all affect the final experience. Through this study, it is hoped to provide some ideas for the future of Internet-Only Banking services, both in theory and in practice.

論文審定書 i
論文公開授權書 ii
誌謝 iii
摘要 iv
Abstract v
圖次 viii
表次 ix
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 純網銀服務 4
第二節 活動理論與結構識別 7
第三節 研究模型與假說發展 15
第三章 研究方法 21
第一節 研究設計 21
第二節 研究量表發展 23
第三節 研究對象與問卷回收 24
第四節 資料分析 24
第四章 資料分析 26
第一節 敘述性統計 26
第二節 測量模型分析 32
第三節 模型驗證及結果 36
第五章 討論與結論 41
第一節 討論 41
第二節 研究貢獻 43
第三節 研究限制與未來研究方向 45
參考文獻 46
附錄一 專家效度問卷 52
附錄二 正式問卷 57

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