隨著台灣地區網路的覆蓋率大幅增加，國人上網率及行動裝置持有率均提高，依據PwC在2017年針對世界各國金融使用者行為調查結果顯示，一般民眾透過網路或行動通訊管道使用銀行服務的意願已明顯提升，但台灣地區實際使用網路銀行的人口並沒有實質的增加，由台灣網路資訊中心TWIC在2018年所做的一份網路使用統計資料顯示，國人對於網路銀行使用仍侷限在轉帳、帳戶查詢和繳費，網銀提供更良好的服務品質或更完整的服務項目並沒有實質的反映在網路銀行使用率的提升。
服務品質構面一直是探討網路銀行和顧客關係的研究重點，這對於改善台灣網銀使用現況也是很重要的研究，特別是台灣即將在2019年由政府核可並核發純網銀的執照，因此本研究希望藉由「效率」、「系統可使用性」、「隱私/安全性」、「履行需求」、「回應」、「補償/報酬」及「溝通聯繫」這七項構面來探討現今網路銀行環境對於台灣消費者「感知價值」及「忠誠意向」的影響。
本次共收集了232份有效問卷，研究結果證實「履行需求」及「溝通聯繫」對「感知價值」及「忠誠意向」同時存在顯著正相關，而「感知價值」對「忠誠意向」的相關性最強，因此，對於網路銀行業者來說，滿足消費者「履行需求」和「溝通聯繫」程度越高，「感知價值」也會越顯著，所回饋的「忠誠意向」也會越積極。

As the Internet penetration rates in Taiwan has increased, mobile devices become more and more prevalent and the network utility has increased significantly. According to a PwC’s survey of financial user behaviors in the world in 2017, customers are willing to use all digital channels to interact with the bank progressively, but the population of using online banking in Taiwan has not increased subsequently. A statistic report of network utility compiled by Taiwan Network Information Center TWIC in 2018 shows the most common types of used banking service are still transferring money, account inquiry and payment. Improved service quality or comprehensive service items provided by online banking does not contribute to an increase in the rate of utilization of online banking.
Service quality is always the focus of research on the relationship between online banking and customers. This is also an important study to improve the current status of online banking in Taiwan. In near future, Taiwan government will approve and release a license for pure online bank and this study targets on perform a research of the influence of seven aspects of banking service including "efficiency", "system availability", "privacy/security", "fulfillment", "responsiveness", "compensation" and "contact" on Taiwanese consumers' “perceived value” and “loyalty intentions”.
A total of 232 valid questionnaires were collected and the analysis result confirms that "fulfillment" and "contact" have a significant positive correlation with "perceived value" and "loyalty intentions", while "perceived value" has the strongest correlation with "loyalty intentions". It is also a strongest recommendation for online banking that the higher the level of "fulfillment" and "contact", the more "perceived value" will be, and it will bring customers’ aggressive attitude of "loyalty intentions".

論文審定書……………………………………………………………………………………i
中文摘要……………………………………………………………………………………ii
英文摘要……………………………………………………………………………………iii
目 錄……………………………………………………………………………………iv
圖 次……………………………………………………………………………………vi
表 次……………………………………………………………………………………viii
第一章 緒論……………………………………………………………………………………1
第一節 研究背景與動機……………………………………………………………………………………1
第二節 研究目的……………………………………………………………………………………3
第三節 研究流程……………………………………………………………………………………4
第二章 文獻探討……………………………………………………………………………………5
第一節 網路銀行……………………………………………………………………………………5
第二節 服務品質……………………………………………………………………………………7
第三節 網路服務品質……………………………………………………………………………………11
第四節 顧客感知價值與忠誠意向……………………………………………………………………………………17
第三章 研究設計……………………………………………………………………………………19
第一節 研究模式……………………………………………………………………………………19
第二節 操作型定義……………………………………………………………………………………20
第三節 問卷架構……………………………………………………………………………………26
第四章 資料分析……………………………………………………………………………………29
第一節 基本資料分析……………………………………………………………………………………29
第二節 網路銀行服務品質構面之相關分析……………………………………………………………………………………46
第三節 網路銀行之感知價值與忠誠意向分析……………………………………………………………………………………50
第四節 人口統計變數分析……………………………………………………………………………………56
第五章 結論與建議……………………………………………………………………………………80
第一節 研究結論……………………………………………………………………………………80
第二節 管理意涵……………………………………………………………………………………83
參考文獻……………………………………………………………………………………85
附錄……………………………………………………………………………………90

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三、網路資料
金融監督管理委員會，2015，「打造數位化金融環境3.0全面啟動」，新聞稿，https://www.fsc.gov.tw/ch/home.jsp?id=96andparentpath=0,2andmcustomize=news_view.jspanddataserno=201501130003andtoolsflag=Yanddtable=News
PwC. 2017. Don’t take it to the bank: What customers want in the digital age. May, 1-8, https://docplayer.net/54566865-Don-t-take-it-to-the-bank-what-customers-want-in-the-digital-age.html