本研究以銀行業所拓展的行動銀行業務為研究對象，探討其轉換意圖、轉換
成本與體驗品質是否會影響顧客滿意度與品牌形象。本研究以一般民眾進行問卷
調查；分析方法為敘述統計分析、信度分析與迴歸分析。本次共計回收有效問卷
187 份，構面的信度都在信度良好的標準之上。研究結果發現，行動銀行的轉換
意圖正向影響品牌形象，轉換成本正向影響品牌形象，體驗品質正向影響顧客滿
意度，本研究的實證結果亦支持了先前學者主張。本研究認為在資訊與資源充足
的時代裡，消費者已不再給企業第二次機會，因此要能在本國銀行過度競爭的市
場環境中立足，除了強化自身的競爭優勢外，更要不斷地提升體驗品質，維持顧
客的滿意度，才能創造良好的品牌形象，以影響新顧客的轉換意願與舊顧客的忠
誠度，保有市場佔有率。
This study takes the mobile banking business expanded by the banking industry
as the research object, and discusses whether its conversion intention, conversion cost
and experience quality will affect customer satisfaction and brand image. This study
conducted questionnaire surveys by the general public; the analytical methods were
narrative statistical analysis, reliability analysis and regression analysis. This time, a
total of 187 valid questionnaires were collected, and the reliability of the facet was
above the standard of good faith. The research results show that the conversion
intention of the action bank is positively affecting the brand image, the conversion
cost positively affects the brand image, and the experience quality positively affects
customer satisfaction. The empirical results of this study also support the previous
scholars' claims. This study believes that in an era of sufficient information and
resources, consumers no longer give enterprises a second chance, so they must be able
to stand in the market environment where their banks are overly competitive. In
addition to strengthening their own competitive advantages, they must continue to To
enhance the quality of experience and maintain customer satisfaction, we can create a
good brand image to influence the conversion willingness of new customers and the
loyalty of old customers, and maintain market share.
