台灣 2020 年將有將來銀行、LINE Bank 與樂天銀行三家純網銀的上線，純網 銀代表是的金融服務更為無所不在。本文透過文獻回顧，歸納純網銀的定位、優勝 略敗，觀察國外已發展純網銀發展歷史，從各國案例，詳述其發展歷史、鎖定族群、 帳戶特色、提供服務內容、使用滿意程度、生態圈的營造與母集團資源應用做出分 析，對其如何帶動成功的商業模式進行整合，以期為台灣純網銀分析展望。針對台 灣純網銀高層媒體受訪內容、網站資訊，整理未來營運方向及利基，在他國案例分 析過程，在日本與南韓之案例股東結構與台灣相似，就此本文比較兩者相似之處， 指出在台灣純網銀的可能營造的生態圈，並且有何機會與挑戰。最後，本文綜合章 節，指出創新的金融服務、優惠利率、完善的生態圈為純網銀成功的關鍵因素，思 考台灣純網銀未來發展，最快三年內獲利、股東成份變動、與傳統銀行結盟、與第 三方企業夥伴合作、被集團收購、純網銀整合與跨國整合之可能性存在。

In 2020, there will be three Online-only Banking come into service: NEXT Bank, LINE Bank and Rakuten Bank. Online-only Banking represents “Banking Everywhere, Never at a Bank.” Through literature review, this study summarizes the position of Online -only Banking and its strengths, weaknesses, opportunities and threatens. We analyze multinational cases and integrate how they drive a successful business model, with a view to explaining the prospect of Internet-only Banking in Taiwan. Based on the content of the company executives’ media interviews and website information in Taiwan, we sort out the future operation direction and niche. Since the shareholder structures in Japan and South Korea are similar to that in Taiwan, we compare the similarities between them and point out that the possible ecosystem created by Online-only Banking in Taiwan and the opportunities and challenges. Finally, the comprehensive chapter of this study points out the key factors for the success of Online-only Banking and the future development of Internet-only Banking in Taiwan.

目錄
論文審定書 i
摘要 ii
Abstract iii
圖次 v
表次 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究架構 4
第二章 文獻探討 5
第一節 純網銀定位 5
第二節 純網銀之優劣分析 8
第三章 案例分析 14
第一節 英國 15
第二節 德國 23
第三節 日本 34
第四節 中國 42
第五節 南韓 52
第六節 小結 62
第四章 本國案例分析比較 65
第一節 台灣純網銀簡介 65
第二節 台灣純網銀與他國比較 67
第五章 研究結論與後續建議 73
第一節 研究結論 73
第二節 後續建議 76
參考文獻 78

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