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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105191

    Title: 新服務的推動與顧客接受度分析 : 以行動銀行APP為例
    Other Titles: The promotion of new service and the customer acceptance analysis, the case of mobile banking
    Authors: 戴燕鈴;Dai, Yan-Ling
    Contributors: 淡江大學國際行銷碩士在職專班
    曾義明;Tseng, Yi-Ming
    Keywords: 行動銀行;手機持有者;生活型態;Mobile banking;Cell Phone Holders;Lifestyle
    Date: 2015
    Issue Date: 2016-01-22 14:49:57 (UTC+8)
    Abstract: 論文提要內容:
    With mobile communication technology maturing, it is a tendency that banks start to integrate banking and financial services into mobile services which is Mobile Banking APP, and people can manage the finance by themselves as well. Therefore, how to make the users to be familiar with the services through smart phones and Mobile Banking APP to collect financial information become an important issue. It also makes highly competitive market in banking industry, and banking business have to launch more promotion activities which creat the increasing of revenue and market share to influence the acceptance of customers.
    Many banks transfer the attention of business to consumer finance business personally, for improve service quality of banking business, began to develop their own mobile commerce, and make further efforts to invest and build Mobile Banking APP in order to develop mobile commerce, and make customers to use banking services easily and instantly.
    The main purpose of this study is to explore the relationship with customer acceptance of Mobile Banking APP degrees. After the empirical analysis and discussion of the questionnaire for this learning sample, there are following the important discoveries:
    1. The acceptance of Mobile Banking APP is associated with "education", "the system of mobile device," "whether have been in the service of mobile banking or not" which could influence the various degree.
    2. Accoding to the results of the survey, the acceptable of mobile banking APP is not the same among different ethnic groups (The pursuit of new knowledge ethnic groups, The pursuit of convenience ethnic groups ) .
    3. From the comprehensive test results of study hypothesis, the acceptance of Mobile Banking APP in the demographic variables and using of Mobile Banking service experience are different obviously.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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