隨著資通科技發展，為生活帶來便利之餘，進入Bank4.0時代，也為銀行業帶來數位轉型壓力。純網銀依規定不得設定實體分行，所有銀行業務皆透過網路、手機、信件、ATM等裝置執行，省下了實體運營成本，相對來說能將其轉換為利率上的優惠回饋於用戶，但此新興科技仍充滿未知數。
台灣純網銀開放在即，本研究的目的在於探究信任及現狀偏誤對於純網銀使用意圖的影響。是否會因為信任轉移，將使用者對於母品牌LINE及LINE Pay的信任轉移至LINE Bank；是否會因為現狀偏誤而對降低系統認知，或是抗拒使用純網銀；感知資安風險是否會對於信任與使用意圖產生干擾效果？本研究共回收450份有效問卷，結果驗證信任轉移、現狀偏誤的發生。希望透過此研究分析，提供純網銀發展上的建議。

The development of Information Technology (IT) not only brings us convenient quality of Life, but also makes the banking industry under the pressure of digital transition for Bank 4.0. According to the regulations, no physical branches are allowed to be set up for Direct Bank, and all banking services are conducted through the Internet, mobile phones, mail, ATMs and other devices, so it reduces the physical operation costs and may be transformed into preferential interest rates for customers.
The purpose of this study is to explore the impact of Trust and Status Quo Bias on the Usage Intention of using Internet-Only Bank in Taiwan. Would users' trust transfer from LINE and LINE Pay to LINE Bank? Would Status Quo Bias lead to lower system beliefs or resist to using Internet-Only Bank? Would Perceived Security Risk be the moderator on Trust and Usage Intention to use Internet-Only Bank? Data collected from 450 users of the Internet provide reliability and validity for the research model. The results of this study verify the occurrence of Trust Transfer and Status Quo Bias. The study findings may serve as suggestions for the development of Internet-Only Bank.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 5
第四節 研究方法與流程 5
第二章 文獻探討 7
第一節 純網路銀行(Internet-Only Bank) 7
第二節 信任轉移(Trust Transfer Theory, TTT) 10
第三節 維持現狀偏誤(Status Quo Bias, SQB) 11
第四節 親密理論(Intimacy Theory) 16
第三章 研究方法 21
第一節 研究模型 21
第二節 研究假說 22
第三節 操作型定義 28
第四節 研究設計 29
第四章 資料分析 36
第一節 樣本基本資料分析 36
第二節 衡量模型 38
第二節 模型及假說驗證 46
第三節 中介效果驗證 49
第五章 結論與建議 50
第一節 研究結果與建議 50
第二節 理論及實務意涵 52
第三節 研究限制 53
第四節 未來研究方向 54
參考文獻 56
附錄：本研究正式問卷 65

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