| 摘要: | 網際網路迅速發展，銀行業近年致力提升電子商務運用及金融商品服務，使得金融服務通路更加多樣化。現今銀行電子通路服務多樣化，不單只是提供金融服務的通路；除了提供各種金融交易功能以外，也結合各項金融產品，給予客戶一站購足，及客制化選擇服務，並創新各項服務內容以擴大電子金融客群。 由於網際網路大幅改變人們的生活型態及產業銷售模式改變，出現了「網路經濟」名詞，在金融電子交易系統的發長過程當中，發現其營運發展模式與網路經濟相關理論互有關係。依此觀點，本研究運用網路經濟理論中(1)網路外部性及關鍵數量(2)規模經濟(3)轉換成本及套牢現象(4)正回饋循環，來探討探討電子商務發展對銀行業之影響。 本研究係以個案分析方式，探討國泰世華商業銀行的電子商務平台，包含：網路銀行及網路ATM。以網路經濟理論，探討銀行電子商務平台服務的特性、優點、創新功能、行銷與效益。根據本研究的成果顯示，電子交易系統可有效降低銀行營運成本達到規模經濟效果，並及從提高客戶品牌認知、個人化設計功能、行銷策略推廣及交叉銷售，都有助於加強產品客戶的黏度搭配客制化的功能開發滿足客戶的各項需求及使用習慣，造成使用者產生轉換成本及套牢效應；另外採取Web 2.0的優勢經由各式行銷活動及推廣達成關鍵數量，方可達到網路外部性。 銀行電子商務的發展已至成熟的階段，透過從客戶使用行為的經驗，及研發創新，銀行將可藉由電子商務發展有效降低營運成本、低風險及高效益，另可拓展新的客群並帶進手續費收益。Due to rapid development of internet, banks have committed to promote electronic commerce application and products of financial service, which have caused the channels of financial service even more diverse. Nowadays, such diversity of bank’s electronic channel services not only provide channels for financial services, various functions of financial transactions, but also combine with other financial products for customers to provide them one-stop shopping, customize selective services, and innovate various services to expand the e-finance customer groups. As internet has greatly changed life style of people and sales mode of industries, the term “Internet Economy” emerged. In the development of electronic financing transaction system, it is found that operational development mode is related to relative theories of internet economy. Based on this perspective, this study employed (1) internet externalities & critical mass (2) economy of scale, (3) switching cost and lock-in effect, and (4) positive feedback to explore the effect of innovation of electronic ecommerce on bank industry. In this study, case analysis was used to analyze the electronic commerce platform of Cathay United Bank, including internet banking and web ATM. Here the theory of internet economy was adopted to review characteristics, advantages, innovated functions, marketing and efficiency. Research results show that electronic transaction has effectively reduced operational cost of the bank and presented the effect of economic scale. Moreover, it has also enhanced customers’ brand recognition, personal design function, promotion of marketing strategy, and cross-sell to strengthen the stickiness between products and customers, integrate the function development of customization, and satisfaction of customers’ various requirements and using habits, thus switching cost for and lock-in effect on customers. On the other side, the advantage of using Web 2.0 would also achieve internet externalities though various marketing activities and promotions, thus critical mass could be approached. The development of bank’s electronic commerce has entered the mature stage. Through the experience of customers’ usage, R&D and innovation, banks will be able to reduce operational cost and risks and increase efficiency, develop new customer groups, and create the profit of handling fees. |
