As technology advances, human’s life also becomes more convenient, the rise of the Internet to bring a new revolution in human technology, continue to affect our life, the banking industry in order to keep up with this trend of technology and want to be closer to human’s life, began the development of internet banking.
In 1995, Citibank established the first domestic online banking, domestic public and private banks also have gradually build the dedicated website, Internet banking is more and more popular and impact the human’s life over time.
In 2008, in case of the rapid development of smartphones, banks are thinking actively more about how you can make banking services closer to people''s lives, therefore, many private and foreign banks began to advocate "mobile banking" service, which services are increasingly powerful. Investigation is shown in market research, Taiwan has nearly 70% of the population already using mobile banking, with the passage of time, mobile banking usage grow substantially and changing consumer lifestyle, bank related industry competition also increasingly intense.
In the highly competitive mobile banking market, banks how to use Mobile Banking to strengthen the position of the consumers, and must to actively break through its own market share is the most important research issue for bankers. This study suggests that when the action is consistent with the bank''s consumer habits, values, even when consumers will be willing to use mobile banking more when they think mobile banking has more benefits than online banking. The relevant scholarly research noted that the comparative advantage of compatibility can be directly affecting the willingness to use, in addition, some scholars have pointed out that the indirect effects of relative between advantage and compatibility required by the attitude of willingness to use, this study will focus on the behavior of the people of Taiwan on the use of mobile banking.
The purpose of this study: 1. In Taiwan market, the comparative advantages of compatibility with Mobile Banking will significantly affect whether consumers are willing to use mobile banking. 2. Investigate the role of intermediary of attitude plays in Taiwan market, the comparative advantages of compatibility with Mobile Banking for the use of consumer willingness to influence the process.
After questionnaires were collected and analyzed by the data, the results of this study are: 1. Mobile Banking in Taiwan market, consumers will act action to bank compatibility and have the significant impact influence. In addition, the comparative advantage of the Mobile Bank also has significant influence affect the willingness to use. 2. Mobile Banking market in Taiwan, compatibility affect the willingness process can be through the attitude as an intermediary role. In addition, the comparative advantage of the part, the attitude has completely mediated nature.
According to the above findings, some suggestions have been recommended to provide the firms developing marketing strategies. First, the firm should build their brand image as a leader, make it uniqueness, and inspired their brand in order to create consumer’s perceived innovation. Second, through the satisfacation survey, the firm can know whether the brand is consistent with consumer’s expectation and maintain consumer’s staisfactation or not, so that the firm can increase the possibilities of purchase intention.