本研究旨在探討行動銀行APP的知覺功能品質、可用性與品牌依附對持續使用意願與忠誠度的影響。實證結果發現，行動銀行APP中的「帳戶管理」知覺功能品質對使用者的持續使用意願有顯著的正面影響。良好的「帳戶管理」功能能夠提升用戶的金融管理效率，讓用戶快速完成帳戶操作並避免繁瑣手續，是促使用戶持續使用行動銀行APP的關鍵因素。此外，良好的「應用效能」對提升用戶的持續使用意願也有正向影響；品牌依附也顯示出對持續使用意願和忠誠度的強烈正面影響，表明實體銀行建立品牌情感連結在維繫用戶忠誠度方面至關重要。其它的知覺功能品質如購物優惠、帳單支付、投資理財及應用介面的設計對持續使用意願的影響則並不顯著。為提升行動銀行APP持續使用意願與忠誠度，本研究的發現有助於實體銀行制定更有效的策略。

This study aims to explore the impact of perceived functional quality, usability, and brand attachment of mobile banking apps on the intention to continue use and loyalty. The empirical results indicate that the perceived functional quality of "account management" within mobile banking apps has a significant positive effect on users' intention to continue using the app. A well-designed "account management" function enhances users' financial management efficiency, allowing them to quickly complete account operations and avoid cumbersome procedures, making it a key factor in encouraging users to continue using the mobile banking app. Additionally, good "app performance" also positively influences users' intention to continue use. Brand attachment shows a strong positive impact on both the intention to continue use and loyalty, indicating that establishing an emotional connection with the brand is crucial for maintaining user loyalty. Other perceived functional qualities, such as shopping discounts, bill payments, investment management, and app interface design, do not significantly affect the intention to continue use. The findings of this study can help physical banks formulate more effective strategies to enhance the continuous use intention and loyalty towards mobile banking apps.

一、中文文獻
iThome新聞網，2023，Fintech周報第214期：金融科技發展路徑圖2.0正式發布，星展銀行投入千名IT人力進行資訊系統整併，檢自https://www.ithome.com.tw/news/158335，搜尋日期：2024年5月。
MoneyDJ新聞，開放銀行第三階段來了！金管會宣佈受理業者申請，檢自https://www.moneydj.com/kmdj/news/newsviewer.aspx?a=cfba86d6-bab6-4767-a76d-f07a97e5f844，搜尋日期：2024年5月。
工商時報，2023，數位元元存款帳戶1,877萬戶緊繃 開戶數成長趨緩，檢自https://www.ctee.com.tw/news/20231112700550-430301，搜尋日期：2024年2月。
工商時報，2024，凱基行動銀行APP再進化 一指搞定投資全球，檢自https://www.ctee.com.tw/news/20240327701262-431201，搜尋日期：2024年4月。
牛志瑄，2021，行動銀行App之品牌依附與忠誠度對使用意願關聯性之研究，國立臺北商業大學企業管理系（所）碩士學位論文。
曲家傑，2022，基隆八斗子娛樂漁業漁船滿意度與重遊意願之研究 -以基隆嶼主題旅遊為例，臺北海洋科技大學所碩士論文。
吳為民，2014，App 媒合平台商業模式建構之探究，淡江大學國際商學碩士在職專班碩士論文。
吳萬益，2000，「企業研究方法」。臺北：華泰文化事業股份有限公司。
李京倫，2014，行動銀行使用者使用意願影響因素之研究，未出版碩士論文，靜宜大學資訊管理系，台中市。
金融監督管理委員會，2023，112年3月底本國銀行數位元元存款帳戶業務辦理情形，2023.05.02。檢自https://www.fsc.gov.tw/ch/home.jsp?id=96andparentpath=0,2andmcustomize=news_view.jspanddataserno=202305020002anddtable=News
金融監督管理委員會，2023，金管會發布「金融科技發展路徑圖（2.0）」，期能實現更包容、公平、永續及國際的金融科技生態環境，2023.08.15。檢自https://www.fsc.gov.tw/ch/home.jsp?id=96andparentpath=0,2andmcustomize=news_view.jspanddataserno=202308150002anddtable=News
政府網站營運交流平台，2019，『2019臺灣網路報告』之『國內外趨勢分析：網路服務應用概況（下）』，檢自https://www.webguide.nat.gov.tw/News_Content.aspx?n=531ands=3033，搜尋日期：2023年10月。
柯燕茹，2011，智慧型手機行動銀消費者使用為意圖研究-以理性行為論及科技接受模型觀點（未出版碩士論文）。國立成功大學高階管理碩士在職專班，台南市。
財金資訊公司，2019，開放銀行開放應用程式介面技術標準規格，開放應用程式介面技術標準規格文件。
國立政治大學金融科技研究中心，2019，臺灣開放銀行政策與現狀，在開放銀行服務手冊。
張筱珍，2016，消費者選擇行動銀行關聯因素探討，東吳大學國際經營與貿易學系（所）碩士學位論文。
經理人，2021，2021 數位帳戶使用介面總評比：市占前 8 名銀行 App「顏值」差在哪？檢自https://www.managertoday.com.tw/articles/view/62548?utm_source=copyshare，2021.03.04。
蔡進發、蕭至惠，2017，品牌形象, 情感性品牌依附, 知覺品質, 忠誠度與購後行為關係之探討—兼論自我一致性的幹擾效果，Sun Yatsen Management Review，25卷2期：443-487。
蔡逸帆，2013，以方法目的鏈探討行動銀行對顧客價值之研究，中原大學未出版碩士論文，桃園縣。
餘民寧、韓佩華，2009，教學方式對數學學習興趣與數學成就之影響─以 TIMSS 2003 臺灣資料為例。測驗學刊，56(1)，19-48。
魏佳瑋，2021，行動APP整體與介面可用性之相對效應探討：以銀行業為例，國立台南大學經營與管理學系科技管理（所）碩士在職專班學位論文。
魏喬怡，2023，數位元元元存款帳戶1,877萬戶緊繃 開戶數成長趨緩，工商時報，檢自https://www.ctee.com.tw/news/20231112700550-430301。
蘇志宏，2023，以科技接受模式探討投資者用行動APP之交易行為，國立高雄科技大學智慧商務系碩士在職專班碩士學位論文。
二、西文文獻
Abdeldayem, M. M. (2010). A study of customer satisfaction with online shopping: evidencefrom the UAE. International Journal of Advanced Media and Communication, 4(3), 235-257.
Adipat, B., Zhang, D., and Zhou, L. (2011). The effects of tree-view based presentation adaptation on mobile web browsing. MIS Quarterly, 99-121.
Akbar, M. M., and Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customers loyalty. ABAC journal, 29(1), 24-38.
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International journal of bank marketing, 34(3), 280-306.
Amoroso, D., and Lim, R. (2017). The mediating effects of habit on continuance intention. International Journal of Information Management, 37(6), 693-702.
Arya, V., Sethi, D., and Paul, J. (2019). Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing. International Journal of Information Management, 49, 142-156.
Banking Industry Architecture. (2020). Global open banking initiatives and the added value of the BIAN open standards. Retrieved from https://bian.org/participate/bian-webinars/global-open-banking-initiatives-added-value-bian-open-standards/
Barquin, S., and Vinayak, H. V. (2016). Building a digital-banking business. In FinTechnicolor: The New Picture in Finance, 18-23.
Belaid, S., and Behi, A. T. (2011). The role of attachment in building consumer-brand relationships: An empirical investigation in the utilitarian consumption context. Journal of Product and Brand Management.
Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of retailing and consumer services, 19(1), 124-132.
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., and Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 351-370.
Bowen, J. T., & McCain, S. L. C. (2015). Transitioning loyalty programs. International Journal of Contemporary Hospitality Management.
Byrne, B. M. (2010). Structural Equation Modeling with Amos: Basic Concepts, Applications, and Programming (2nd ed.). New York: Taylor and Francis Group.
Campbell, D., Wells, J. D., and Valacich, J. S. (2009). Understanding online customer relationships: B2C relationship stage theory. AIS Transactions on Human-Computer Interaction, 1(4), 108-132.
Chen, C. F., Chen, Y. X., Mu, P. J., and Yu, Y. H. (2020). Beyond adoption of shared bike: A case study on antecedents and consequences of brand attachment in Taiwan. Research in Transportation Business and Management, 100574.
Chen, S. C. (2012). To use or not to use: Understanding the factors affecting continuance intention of mobile banking. International Journal of Mobile Communications, 10(5), 490-507.
Chen, S. C., Yen, D. C., and Hwang, M. I. (2012). Factors influencing the continuance intention to the usage of Web 2.0: An empirical study. Computers in Human Behavior, 28(3), 933-941.
Chin, W.W. (1998) The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, 2, 295-336.
Chiorazzo, V., D'Apice, V., DeYoung, R., and Morelli, P. (2018). Is the traditional banking model a survivor? Journal of Banking and Finance, 97, 238-256.
Chiu, C. M., Huang, H. Y., and Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(2), 148-159.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
Crowe, M., Tavilla, E., and McGuire, B. (2015). Mobile banking and mobile payment practices of US financial institutions: Results from 2014 survey of FIs in five federal reserve districts. Federal Reserve Bank of Boston, 17.
DataReportal. (2023). Digital 2023: Taiwan. Retrieved from https://datareportal.com/reports/digital-2023-taiwan
Deloitte. (2012). So many apps – So little to download. Retrieved from http://www.mondaq.com/x/192692/IT+internet/So+Many+Apps+So+Little+To+Download
Dennis, C., Papagiannidis, S., Alamanos, E., and Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049-3057.
Dimitriadis, S., & Kyrezis, N. (2010). Linking trust to use intention for technology‐enabled bank channels: The role of trusting intentions. Psychology & Marketing, 27(8), 799-820.
Dolbec, P. Y., and Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
Easystats. (2023). Interpret Coefficient of Determination (R²). Retrieved from https://easystats.github.io/effectsize/reference/interpret_r2.html
Edvardsson, B., Johnson, M. D., Gustafsson, A., and Strandvik, T. (2000). The effects of satisfaction and loyalty on profits and growth: products versus services. Total quality management, 11(7), 917-927.
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & management, 43(1), 1-14.
Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research (18:1), pp. 39-50.
Forrester Research. (2011). How mature is your mobile strategy? Retrieved from http://blogs.forrester.com/thomas_husson/10-10-19-how_mature_is_your_mobile_strategy
Galazova, S. S., and Magomaeva, L. R. (2019). The transformation of traditional banking activity in digital. International Journal of Economics and Business Administration (IJEBA), 7(Special 2), 41-51.
Gandy, A. (2000). Banking strategies and beyond 2000. US: Glenlake Publishing Company.
Gera, R. (2011). A path analysis of perceived service quality, customer satisfaction, perceived value, and behavioural intentions in Indian retail banking. International Journal of Financial Services Management, 5(1), 83-105.
Girard, A., and Titova, Y. (2013). The Impact of Trading and Hedging Derivatives on Banking Efficiency in The Eurozone.
Gupta, V. C., & Rao, V. C. (2011), Customer expectations & hierarchy of needs in GUI in the case of online services marketing. Adarsh Journal of Management Research, 4(1), 1–8.
Hair J.F. (1998). Multivariate data analysis. New York: McGraw-Hill ISBN-10: 0138948585
Hallowell, R. (1996) The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study. International Journal of Service Industry Management, 7, 27-42.https://doi.org/10.1108/09564239610129931
Hausman, A. V., and Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13.
Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28(2), 565-580. doi:10.1007/s00180-012-0317-1
Hess, T. J., Fuller, M., and Campbell, D. E. (2009). Designing interfaces with social presence: Using vividness and extraversion to create social recommendation agents. Journal of the Association for Information Systems, 10(12), 1.
Hoehle, H., and Venkatesh, V. (2015). Mobile application usability. MIS Quarterly, 39(2), 435-472.
Humbani, M., and Wiese, M. (2019). An integrated framework for the adoption and continuance intention to use mobile payment Apps. International Journal of Bank Marketing.
Jang, S., and Liu, Y. (2019). Continuance use intention with mobile augmented reality games. Information Technology and People.
Jokela, T., Koivumaa, J., Pirkola, J., Salminen, P., and Kantola, N. (2006). Methods for quantitative usability requirements: A case study on the development of the user interface of a mobile phone. Personal and Ubiquitous Computing, 10(6), 345-355.
Kang, S. H. (2007). The impact of digital iconic realism on anonymous interactants' mobile phone communication. In CHI'07 Extended Abstracts on Human Factors in Computing Systems (pp. 2207-2212).
Kapoor, A. P., and Vij, M. (2020). How to Boost your App Store Rating? An Empirical Assessment of Ratings for Mobile Banking Apps. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 0-0.
Karmarkar, U. S. (1999). Integrative research in marketing and operations management. Journal of Marketing Research, 33(2), 125 134.
Kartajaya, H. (2003). Marketing in venus. Jakarta: PT. Gramedia Pustaka Utama.
Kats, D. (2024). The rise of mobile banking: Challenges and opportunities. Global Banking & Finance Review. Retrieved May 21, 2024, from https://www.globalbankingandfinance.com/the-rise-of-mobile-banking-challenges-and-opportunities/
Kaur, G., Roy, S. K., Sharma, R. D., & Mahajan, N. (2012). Exploring customer switching intentions through relationship marketing paradigm. International Journal of Bank Marketing, 30(4), 280-302.
Kim, J. B., and Kang, S. (2012). A study on the factors affecting the intention to use smartphone banking: The differences between the transactions of account check and account transfer. International Journal of Multimedia and Ubiquitous Engineering, 7(3), 87.
Kim, M., Chang, Y., Park, M. C., and Lee, J. (2015). The effects of service interactivity on the satisfaction and the loyalty of smartphone users. Telematics and Informatics, 32(4), 949-960.
King, B. (2018). Bank 4.0: Banking everywhere, never at a bank. John Wiley and Sons.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.
Kurniawan, S. (2008). Older people and mobile phones: A multi-method investigation. International Journal of Human-Computer Studies, 66(12), 889-901.
Li, C. Y. (2018). What drives continuous intention of brand mobile application? Perspectives from attachment theory and expectation-confirmation model.
Li, C. Y., and Fang, Y. H. (2019). Predicting continuance intention toward mobile branded Apps through satisfaction and attachment. Telematics and Informatics, 43, 101248.
Malaquias, R. F., and Hwang, Y. (2016). An empirical study on trust in mobile banking: A developing country perspective. Computers in Human Behavior, 54, 453-461.
Malär, L., Krohmer, H., Hoyer, W. D., and Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52.
Morrison, P. D., and Roberts, J. H. (1998). Matching electronic distribution channels to product characteristics: The role of congruence in consideration set formation. Journal of Business Research, 41(3), 223-229.
Nunnally, J. (1978). Psychometric Theory. New York: McGraw-Hill.
Nunnally, J.C. and Bernstein, I.H. (1994) The Assessment of Reliability. Psychometric Theory, 3, 248-292.
Oulasvirta, A., Petit, R., Raento, M., and Tiitta, S. (2007). Interpreting and acting on mobile awareness cues. Human–Computer Interaction, 22(1-2), 97-135.
Ozturk, A. B., Nusair, K., Okumus, F., and Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106-115.
Park, C. W., MacInnis, D. J., and Priester, J. (2008). Brand attachment: Construct, consequences and causes. Now Publishers Inc.
Park, C. W., MacInnis, D. J., and Priester, J. R. (2006). Beyond attitudes: Attachment and consumer behavior. Seoul National Journal, 12(2), 3-36.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., and Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
Pedeliento, G., Andreini, D., Bergamaschi, M., and Salo, J. (2016). Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 53, 194-206.
Prismetric. (2023). Enhancing user experience in mobile banking apps: Expert tips. Prismetric. Retrieved May 21, 2024, from https://www.prismetric.com/user-experience-in-mobile-banking-apps/
Raza, S. A., Umer, A., Qureshi, M. A., and Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: The modified e-SERVQUAL model. The TQM Journal.
Safeena, R., and Kammani, A. (2013). E-Government Adoption: A Conceptual Demarcation. In Advances in Computing and Information Technology (pp. 67-76). Springer, Berlin, Heidelberg.
Schmalz, S., and Orth, U. R. (2012). Brand attachment and consumer emotional response to unethical firm behavior. Psychology and Marketing, 29(11), 869-884.
Scribbr. (2022). Coefficient of determination (R²) | Calculation & Interpretation. Retrieved from https://www.scribbr.com/statistics/coefficient-of-determination/
Seffah, A., Donyaee, M., Kline, R. B., and Padda, H. K. (2006). Usability measurement and metrics: A consolidated model. Software Quality Journal, 14(2), 159-178.
Shaikh, A. A., and Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129-142.
Shankar, A., Jebarajakirthy, C., and Ashaduzzaman, M. (2020). How do electronic word of mouth practices contribute to mobile banking adoption? Journal of Retailing and Consumer Services, 52, 101920.
Shen, Y. Y.-C., Huang, C. C.-Y., Chu, C. C.-H., and Hsu, C. C.-T. (2010). A benefit benefit–cost perspective of the consumer adoption of the mobile banking system. Behaviour & Information Technology, 29(5), pp.497 497-511.
SolveIt. (2024). Mobile app retention mastery: 7 proven strategies for long-term user engagement. SolveIt Blog. Retrieved May 21, 2024, from https://solveit.dev/blog/mobile-app-retention
Sørensen, C., and Al-Taitoon, A. (2008). Organisational usability of mobile computing—volatility and control in mobile foreign exchange trading. International Journal of Human-Computer Studies, 66(12), 916-929.
Souiden, N., Ladhari, R., & Chaouali, W. (2021). Mobile banking adoption: A systematic review. International Journal of Bank Marketing, 39(2), 214-241. https://doi.org/10.1108/IJBM-04-2020-0182
Souza, R., Souza, R. D., Silva, L. C., Silva, L. C. D., & de Souza, R. A. (2013). Usability of mobile applications: Literature review and rationale for a new usability model. Journal of Interaction Science, 1(1). https://doi.org/10.1186/2194-0827-1-1
Spiller, P., and Lohse, G. L. (1997). A classification of Internet retail stores. International Journal of Electronic Commerce, 2(2), 29-56.
Statista (2018) Global Digital Population as of January 2018.https://www.statista.com/statistics/617136/digital-population-worldwide
Streiner, D. L. (2003). Starting at the beginning: An introduction to coefficient alpha and internal consistency. Journal of Personality Assessment, 80(1), 99-103.
Tam, C., and Oliveira, T. (2016). Understanding the impact of m-banking on individual performance: DeLone and McLean and TTF perspective. Computers in Human Behavior, 61, 233-244.
Tan, F. B., Tung, L. L., and Xu, Y. (2009). A Study of Web- Designers’ Criteria for Effective Business-to-Consumer (B2C) Website Using the Repertory Grid Technique. Journal of Electronic Commerce Research, 10(3).
Thomson, M., MacInnis, D. J., and Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
Tink. (2019). Keeping user retention. Tink Blog. Retrieved May 21, 2024, from https://tink.com/blog/open-banking/keeping-user-retention/
Tiwari, R., Buse, S., and Herstatt, C. (2007). Mobile Banking as Business Strategy: Impact of Mobile Technologies on Customer Behaviour and its Implications for Banks. Working Paper, Germany. Retrieved Nov. 2015.
Valacich, J. S., Parboteeah, D. V., and Wells, J. D. (2007). The online consumer's hierarchy of needs. Communications of the ACM, 50(9), 84-90.
Venkatesh, V., and Ramesh, V. (2006). Web and wireless site usability: Understanding differences and modeling use. MIS Quarterly, 181-206.
Wells, J. D., Valacich, J. S., and Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly, 373-396.
Wobbrock, J. O., Myers, B. A., and Aung, H. H. (2008). The performance of hand postures in front-and back-of-device interaction for mobile computing. International Journal of Human-Computer Studies, 66(12), 857-875.
Yu, C. S., Li, C. K., and Chantatub, W. (2015). Analysis of Consumer E-Lifestyles and Their Effects on Consumer Resistance to Using Mobile Banking: Empirical Surveys in Thailand and Taiwan. International Journal of Business and Information, 10(2).
Zhou, T., Lu, Y., and Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760 760-767. http://dx.doi.org/10.1016/j.chb.2010.01.013