在現有研究中,少有討論手機銀行產品複雜功能對用戶的影響。這些產品複雜功能帶來了許多便利,但也帶來了矛盾。因此,本文通過研究一組相對概念,感激和疲倦,調查產品複雜功能對手機銀行的影響。本研究通過研究手機銀行的實用價值、享樂價值和匹配,獲取客戶的態度和行為。本研究通過430份手機銀行用戶的問卷,使用偏最小二乘結構方程建模（PLS-SEM）方法進行分析,得出以下結論：總體上,用戶對產品複雜功能感興趣。複雜功能可以導致情緒判斷,當網銀用戶從產品複雜功能中獲得更多資訊時,他們可以產生感激情緒。另外,複雜功能提供的資訊並沒有誘發用戶的疲倦情緒。本文還綜合評估了現有文獻中功能匹配和生活方式匹配的相關影響,具有理論與實踐意義。
Abstract
In the existing research, there is little discussion about the additional features of mobile banking products or the impact of complex product information on users. The additional features of these products not only bring many conveniences, but also some contradictions, such as interfering with the convenience of the main function of the application, too many prompt tones or prompt messages, etc. Therefore, by studying a group of relative concepts, namely gratitude and tiredness, this paper investigates the impact of additional features of products on mobile banking, and studies the utilitarian value, hedonic value and fit of mobile banking, so as to obtain the attitude and behavior of customers. In November 2020, our study took the customers of a large Chinese banks as the research object, sent out online questionnaires, and collected 430 valid questionnaires. Using partial least squares structural equation modeling, PLSSEM method, the following conclusions were drawn: Overall, users are interested in the additional features of the product. Additional features can lead to emotional judgment. When online banking users get more information from additional features of products, they can feel grateful. In addition, the more information the additional features provide, the less tired the users are. The contribution of the paper is that it uses the index of overall fit, comprehensively evaluates the relevant impact of functional fit and lifestyle fit in existing literature, which has theoretical and practical significance.
关键词
手機銀行 /
附加功能 /
功利性價值 /
對價性價值
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Key words
Mobile Banking /
Additional Features /
Utilitarian value /
Hedonic value
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