國外零售客戶在臺採用商業銀行數位化服務的意向

Abstract

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This study investigates the factors influencing foreign retail customers’ intention to adopt digital banking services in Taiwan. The research uses a sequential explanatory mixed-method approach, including quantitative questionnaires and qualitative interviews. The initial quantitative phase employs a structured survey instrument to gather data from 124 respondents, and the subsequent phase involves eight respondents who were selected using a purposive sampling method to ensure the representation of different genders and residing statuses. The study aims to provide actionable recommendations for stakeholders in Taiwan’s financial industry to create a more accessible and inclusive financial landscape. Social Influences, habit, and trust were found to have significant impacts on the intention to adopt digital banking services. For social influences, decisions are often influenced by others’ opinions, typically from educational institutions or workplaces; introducing foreigner-friendly services could potentially expand the foreign customer base. For habit, habitual use leads to a strong incentive to continue using digital services; enhancing user experience, offering digital-exclusive services, simplifying the account opening process, and maintaining reliable services are crucial for retaining the customer base. For Trust, if trust is compromised, customers may stop using digital banking services, but effective crisis management and compensation could persuade some to reconsider.