銀行數位APP創新應用關鍵因素之研究

Abstract

對現代人來説，手機已成為隨身必帶物品，而各式各樣的APP也協助人們滿足了生活上各種需要，其便利性也挑戰了銀行服務的創新，促使了銀行致力於開發APP，以節省客戶臨櫃辦理業務的時間及成本，也讓銀行客戶可隨時隨地進行各種銀行業務，而越來越多的銀行主管也開始將銀行APP的開發及推廣視為銀行重要的競爭優勢及經營成效。因此找出影響銀行數位APP創新應用的關鍵因素，不僅攸關銀行開發應用數位APP的方向確認，是未來依照數位APP使用者需求的調整依據，更是有助於銀行主管對於數位APP創新應用的認知。本研究係針對銀行創新應用數位APP時，所在乎考量的要素進行探究與分析，整理出本研究的構面。先透過文獻分析詳列五個構面及21個準則，再藉由專家問卷發放和收回，彙整受訪者的寶貴意見，採HDM分層式決策模型，計算各構面及評估準則之相對權重、重要性排序，並提出研究建議和結論。

For modern people, cell phone has become a must-have item, and various APPs have helped people to meet various needs in their life, and its convenience has also challenged the innovation of banking services. More and more bank executives have started to regard the development and promotion of APP as an important competitive advantage and operational effectiveness of banks.Therefore, identifying the key factors affecting the innovative application of digital app in banks is not only important to confirm the direction of banks' development and application of digital app, but also a basis for future adjustment according to the needs of digital app users, and it is also helpful for bank executives to know the innovative application of digital app. This study is to investigate and analyze the factors that banks consider when they innovate the application of digital APPs, and to organize the structure of this study. The five dimensions and 21 criteria are listed in detail through literature analysis, and then the valuable opinions of respondents are compiled through expert questionnaire distribution and return, and the HDM hierarchical decision model is used to calculate the relative weight and importance of each dimension and evaluation criteria, and to propose research recommendations and conclusions.