| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 104 === With the rapid advancement of technology and information techniques, when people no longer rely on bank counter services and are in favor of online banking and mobile payment, it is the time that the financial system should be transformed. The author Brett King in the book- Bank 3.0: Why Banking Is No Longer Somewhere You Go, But Something You Do (2013)- stressed that in the future, what customers need is not the physical location of a bank, but its function and services, and King further predicted that physical banks will gradually phase out due to the existence of online banking. Currently, the banking environment is located between physical bank branches and online banking; although the branches might not disappear or be replaced completely in the near future, the transformation is an important issue that the banking industry has to face. Thus, based on consumer’s points of view and the main conceptual framework of “Theory of Consumption Values” (Sheth, Newman and Gross, 1991), this study will explore consumers’ willingness to make all the transactions through convenience stores, and understand better the feasibility of integrating banking services with convenience stores, and lastly, provide a clearer picture for the banking industry.
Through collection of data from literature reviews, secondary data and questionnaire survey, and then analysis by statistical testing, this study has come up with following important findings:
1. The integrated banking convenience stores could take care of general and standardized transactions.
2. Users of ATM or multi-media systems varied significantly in their willingness to accept the integrated banking convenience stores is higher than non-users of ATM or multi-media systems.
3. The functional value, emotional value, epistemic value and conditional value have significant impacts on the users’ willingness to accept the integrated banking convenience stores, provided for the banking industry to make better layouts and predictions for the Bank 3.0 era.
4. Moreover, the emotional value and conditional value have certain influences over non-users’ willingness to accept the integrated banking convenience stores, provided for the banking industry in promoting the functions of the integrated banking convenience stores.
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