現今許多銀行致力於數位轉型，其中又因為商業趨勢與使用者行為的轉變，著重於發展行動銀行服務。為了吸引顧客，企業以大量的行銷活動，推廣行動銀行服務，並承諾顧客高品質的服務內容。然而，在實際服務提供上，企業並不可能總是提供承諾中的服務品質，因此會造成顧客使用後的期望落差，進而影響顧客對於服務的滿意度，以及持續使用意願。本研究著重於尋找使用前期望與服務體驗後感知的落差，並了解期望落差會如何影響持續使用意願。本研究以期望失驗理論為基礎，並以台灣的行動銀行服務的脈絡，設計實地實驗情境。以服務品質量表，「可靠度與回應性」、「保證與安全性」、「方便性」、「效率」、「易用性」、「美感」，作為衡量使用前期望與使用後感知的服務面向，並用以分析期望失驗程度。實驗中以廣告曝光，與功能熟悉度作為操弄變數，研究對於各變數間影響效果的差異。此研究驗證了期望失驗理論中的主效果在行動銀行服務中是顯著的，且感知表現與期望失驗是對服務滿意度與持續使用意願的關鍵影響因素。此外，廣告曝光與功熟悉度也會影響期望失驗理論中的主效果影響程度。最後，「方便性」、「易用性」與「效率」的失驗，影響使用者對服務的態度較多。根據本研究結果，希望對於企業發展行動銀行服務的規劃與溝通上，提供實質建議。

Nowadays, banks are dedicated to digital transformation due to industry trends and user behavior change. In particular, banks put most emphasis on mobile banking services since users spend more and more time on their smartphones. To attract users, a great amount of marketing campaigns conducted promising excellent mobile services users would receive. However, banks can’t always provide such high service quality as promised which can cause expectation gaps when users actually receive the services. These gaps may cause users’ dissatisfaction and even lower their continuance use intention. Therefore, this study focuses on finding out the relationship between pre-use expectation and actual experience of mobile banking, and how the expectation gap influence continuance use intention. In addition, Advertisement exposition and function familiarity are manipulated to examine the difference of the effects between above factors. This study is based on Expectancy Disconfirmation Theory (EDT) and includes specialized experimental design in mobile banking services context in Taiwan. To measure users’ pre-use expectation and perceived service performance, a service quality scale was conducted includes dimensions of reliability and responsiveness, assurance and security, convenience, efficiency, easiness to operate, and aesthetics. The result confirmed the main effects in EDT exist in the mobile banking context. Perceived performance and disconfirmation are key factors to satisfaction and continuance use intention. Besides, advertisement exposition and function familiarity moderate the relationship in EDT. Finally, the disconfirmation directions of convenience, easiness to use, and efficiency are more related to users’ attitude toward mobile banking services.

1. Introduction--------------------------------------1
2. Theoretical framework----------------------------4
3. Conceptual Development and Hypotheses--------8
4. Methodology-------------------------------------12
5. Data Analysis and Results-------------------------23
6. Discussion and Implication------------------------38
7. Limitation and Suggestion for Future Research-----42
8. Reference-----------------------------------------44

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