隨者全球金融數位化的發展趨勢與科技技術的進步，近年隨著Fintech的發展滲入民眾的生活中，讓金融服務變得更方便且有效率，進入Bank4.0時代，也為傳統銀行業帶來數位轉型的壓力，純網路銀行並不設立實體分行，但實務上會設立實體總行，面對面與使用者溝通協助處理各項問題，所有銀行業務皆透過網路、手機、ATM等裝置執行，為實體總行省下了許多運營成本，相對來說，能將其轉換為利率上的優惠回饋於用戶，但此新興科技仍充滿未知數。
台灣純網銀開放，本研究的目的在於以遷移理論探討消費者之純網路銀行消費者之忠誠度，使用者是否會將傳統銀行的業務轉移至純網銀，本研究採用Bogue(1969)提出的推力-拉力-維繫力模型(Push-Pull-Mooring Model)，從拉力效果(網路外部性與服務創新)、推力效果(感知安全風險與脆弱性)、維繫力(慣性與信任)來分析各項變數之間的交互影響，本研究以問卷調查法來驗證與分析，有效問卷為662份，希望透過此研究分析，以提供純網銀業者擬定更完善的金融服務。

Due to the rapid developments of FinTech businesses, more people are relying on Internet-only banking as their only way of doing financial business. It makes financial services more convenient and efficient. Entering the Bank 4.0 era brings pressure for the traditional banking industry to digital transformation. Internet-only bank does not need to establish physical branches, but in practice, a physical head office will be set up to communicate face-to-face with users to help deal with various issues. All banking operations are conducted through the Internet. Mobile phones, ATMs, etc. It also saved a lot of operating costs for the head office. Relatively speaking, the advantages that can be turned into advantages are given back to users, but this emerging technology is full of unknowns.
As the Taiwan internet-only bank opens, the purpose of this study is to adopt the Push-Pull-Mooring (PPM) model proposed by Bogue (1969) to explore consumer loyalty of using internet-only bank services. Furthermore, we identified two push factors, including perceived security risk and vulnerability, two pull factors, including network externalities and service innovation, as well as two mooring factors, including habit and trust. Data collected from 662 customers provide strong support for the research model. It is hoped that the findings can provide the best improvement strategies to satisfy the internet-only bank services for customers ’behavior needs.

第一章 緒論1
1.1研究動機與背景1
1.2研究目的3
第二章 文獻探討4
2.1純網路銀行4
2.2人口遷移理論與推力-拉力-維繫力理論5
2.2.1推力效果6
2.2.2拉力效果6
2.2.3維繫力效果7
2.3感知資訊安全與脆弱性風險7
2.4網路外部性8
2.5服務創新8
2.6慣性9
2.7信任轉移理論9
2.8忠誠度10
第三章 研究方法11
3.1研究模型11
3.2研究流程11
3.3研究假說12
3.3.1推力效果(Push Factors)12
3.3.2感知安全風險(Perceived security risk)12
3.3.3感知脆弱性(Perceived vulnerability)12
3.3.4拉力效果(Pull Factors)12
3.3.5網路外部性(Network Externality)12
3.3.6服務創新(Service Innovation)13
3.3.7維繫力效果(Mooring Factors)14
3.3.8慣性(Habits)14
3.3.9信任(Trust)14
3.4研究設計15
3.4.1研究對象15
3.4.2資料蒐集16
3.4.3研究問卷發展16
第四章 研究分析與結果19
4.1 資料分析方法	19
4.2問卷樣本資料分析19
4.3測量模型分析22
4.4結構模型分析24
4.5本研究假說結果驗證25
第五章 研究限制與建議26
5.1研究結果與討論26
5.2理論意涵27
5.3實務意涵28
5.4研究限制與建議28
第六章 參考文獻29
附錄研究問卷之問項38

表目錄
表2-1 純網銀與數位銀行比較表 本研究自行整理5
表4-1 一般性統計資料20
表4-2 性效度評估:個構面敘述性統計22
表4-3 驗證性因素和交叉負荷22
表4-4 區別效度評估:各構面相關係數矩陣與AVE平方根值23
表4-5 假說內容驗證結果25

圖目錄
圖3-1 研究模型:PPM模型 11
圖4-4 結構模型分析24

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