隨著行動裝置的普及，無論是分行臨櫃服務亦或是網路銀行，人們能取得金融服務的通路越來越多，各通路間資訊的整合和應用成為重要課題，再加上近年來顧客體驗逐漸受到重視，造就了全通路服務成為現今銀行業中具有競爭力的行銷策略，虛實整合的金融服務勢必會是未來趨勢。雖然全通路零售已經被學者廣泛探討，但全通路在銀行業的應用相對來說還沒有得到充分研究。有鑑於此，本研究探討了全通路銀行提供的服務是否會提高消費者的賦權及脆弱感，進而喚起其正面和負面情緒來影響消費者的惠顧意圖。這項研究透過討論消費者的賦權和脆弱感和情緒間的關係，以及情緒在形成惠顧意圖中扮演的角色，為全通路銀行和情緒相關研究做出貢獻，並有助於未來銀行業能更精準制定全通路行銷策略。;With the popularity of mobile devices, whether it is branch counter service or online banking, there are more and more channels for people to obtain financial services, and the integration and application of information between channels have become an important issue. Coupled with the increasing emphasis on customer experience in recent years, omni-channel service has become a competitive marketing strategy in today′s banking industry. Financial services that integrate virtual and reality are bound to be the future trend. While omni-channel retailing has been extensively investigated, omni-channel application in the banking industry is relatively unexplored. In view of this, this study explores whether the services provided by omni-channel banking can enhance consumers′ sense of empowerment and vulnerability, and then evoke their positive and negative emotions to influence consumers′ patronage intentions. This study contributes to omni-channel banking and emotion-related research by discussing the relationship between consumer empowerment and vulnerability and emotion, and the role emotion plays in shaping patronage intention; it will help the banking industry to formulate more accurate omni-channel marketing strategies in the future.
