The Influences of Perceived Values and Switching Costs on the Acceptance of Bank Digitalization： Technology Readiness as a Moderator

[[abstract]]順應時代潮流，近年來台灣銀行業積極推動數位化服務，進而對消費者和銀行間的互動產生了改變，消費者取得銀行服務的管道從早期必須親臨銀行，辦理銀行業務，至今有了多元的選擇，透過科技產產品、科技技術，如ATM、電腦網路、行動網路、手機、電腦等，提高了消費者取得銀行服務的便利性和效率。但也有統計發現消費者接受銀行數位化的情況不如預期中快速，因此本研究欲以知覺價值和轉換成本，探討影響消費者接受銀行數位化的正反兩面力量，並討論個人的科技準備度對知覺價值、轉換成本對銀行數位化接受度間的關係改變，是否具有調節效果。銀行數位化為一種演變的過程，本研究將銀行數位化分為四個階段，並討論各階段消費者之知覺價值、轉換成本對銀行數位化過程接受度之差異。 研究結果顯示，知覺價值中的功能價值和新奇價值，對消費者對銀行數位化的接受度有正向影響；知覺價值中的情境價值對消費者對銀行數位化的接受度的影響不顯著。轉換成本中的程序型轉換成本，對消費者對銀行數位化的接受度有負向影響；轉換成本中的個人關係損失成本，對消費者對銀行數位化的接受度有負向影響。科技準備度在研究結果中不具調節效果。四個階段的消費者，ATM階段消費者人數最多，網路銀行階段次之，行動支付階段者人數最少[[abstract]]Trend of the times in recent years Taiwan's banking industry to actively promote the digitization services the interaction between consumers and banks have changed Early the way the consumer access to banking services must visit the bank now the consumer has multiple choice through the products of science and technology science and technology such as ATM computer networks mobile networks mobile phones computers etc raising the convenience and efficiency of the banking services to get the banking services But there are statistics found that the speed that consumers accept bank digitalization is not quickly like expectation Therefore this study tries to research on the influences of perceived values and switching costs on the acceptance of the bank digitalization on the opposite of the force Discuss the relationship between the perceived value the cost of conversion and the degree of acceptance of the bank digitalization whether the individual's technology readiness has a moderating effect As a process of evolution this study divides the bank digitalization into four stages and discusses in the each stage the differences of acceptance of the bank digitalization between consumer's perceived value switching costs The results of the study show that the functional value and epistemic value of perceived value have positive effect of the acceptance of the bank digitalization of consumers and the influence of the conditional value of perceived value to the acceptance of the bank digitalization is not significant of consumers The procedural switching cost of conversion cost has negative effect of the acceptance of the bank digitalization of consumers and the relational switching cost of conversion cost has negative effect of the acceptance of the bank digitalization of consumers In the results of the study the technology readiness doesn't has adjusted effect The four stage of the consumer the ATM phase of consumers is the largest number and internet bank stage is second and mobile payment stage has least numbe