由於技術的發展，金融業提供的服務已經數位化。在此趨勢下，銀行已從Bank1.0轉移至Bank3.0。銀行3.0更重視以使用者為中心，這意味著將提供更多方便消費者生活的產品或服務。行動銀行即是一個很好的例子，但很少有人使用它。因此，本研究針對的是年齡在20至25歲之間的後千禧世代的年輕人、高年級學生或剛畢業的社會新鮮人，他們是具有高科技接收度同時也喜歡在社群平台上互動的高潛力族群。我們的目標是找出如何讓他們在社群平台這個更具互動性也是他們最常使用的通路上作互動。

本研究使用實驗設計來計算結果。我們使用預調查問卷來了解他們的三種態度類型 - 感知易用性，感知實用性和感知風險。然後，我們隨機分配他們看到不同屬性的貼文。最後，我們了解他們對行動銀行的態度以及如何利用社群平台增加他們的使用意願。

結果正如我們期待的，感知的易用性不再那麼重要。此外，貼文內加入情境會對年輕人有更好的效果;文章生動程度只有在已經應用的情景下才有效。我們相信這些發現可以提供一個可以設計更好地吸引年輕人並進一步提高行動銀行使用率的文章的方法。

Because of the development of technology, services provided in financial industry had been digitalized. Under this trend, banks had transfer from Bank1.0 to Bank3.0. Bank 3.0 focus on “consumer” which means more product or service facilitating consumers’ lives came out. Mobile banking is a good example but seldom people use it. Therefore, this research targets the high potential group –young people who are Post-Millennials age between 20 to 25, students or fresh graduate, and also generally comfortable with technology and with interacting on social media. We aim to find out how engage them on SNS which is a more interactive and most commonly used channel for them.

This research uses experiment design to figure out the results. We used pre-questionnaire to understand their three attitude type - perceived ease of use, perceived usefulness and perceived risk. Then, we randomly assigned them to see different attributes of post which include different design (level of vividness) and content (applied scenario) element. Finally, we find out their attitude toward mobile banking and how to increase their using intention trough post on SNS.

The result shows that perceived ease of use becomes less important as we expect before. Also, post with applied scenario will have a better effect engaging young people; level of vividness is only effective under the situation which post is already applied scenario. We believe that these findings can provide a useful guideline to design a post which can better engage young people and further rise the using rate of mobile banking.

Table of Content
List of Figure 4
Abstract 5
1 Introduction 6
2 Theoretical background 9
2.1 Technology Acceptance Model (TAM) 9
2.2 A Model of Perceived Risk and Intended Risk-Handling Activity 9
2.3 Two potential aspect defining an affective post on SNS 10
3 Hypotheses and Research Model 11
3.1 Dependent variable (Using intention) 11
3.2 Independent variable 11
3.2.1 Perceived ease of use 11
3.2.2Perceived usefulness 11
3.2.3Perceived risk 12
3.3 Moderation Variable 12
3.3.1 Effectiveness to different post 12
3.3.2 Level of vividness (Design element) 13
3.3.3Applied scenario (Content element) 13
4 Methodology 15
4.1 Experiment Design 15
4.1.1 Experimental environment 15
4.1.2 Participants 15
4.2 Manipulation Descriptions 16
4.2.1 Independent Variables 16
4.2.2 Dependent Variables 17
4.2.3 Moderation Variables 17
4.2.4 Control Variable 19
4.3 Experiment Tasks and Procedures 19
5 Data Analysis and Results 22
5.1 Validity 22
5.2 Control Variable – Age 22
5.3 Attitude types of using mobile banking and using intention 22
5.4 Moderation effect 24
5.5 Changes of using intention under different situation 28
5.6 Comparison of using intention and effectiveness under different situation 30
6 Discussion 32
7 Conclusion 36
8 Reference 37
9 Appendix 39
9.1 Experiment – Description before pre-questionnaire 39
9.2 Pre - questionnaire 41
9.3 Post - questionnaire 45
9.4 Description and Post of Situation A 46
9.5 Description and Post of Situation B 47
9.6 Description and Post of Situation C 48
9.7 Description and Post of Situation D 49

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