金融科技化(FinTech)使銀行營運型態有了許多重大的創新變革，網路銀行即是
在金融科技下所誕生的產物之一，可以提升服務效率、降低銀行營運成本以及使交
易不受時空限制。然而，如此便利的金融交易模式在臺灣的使用率卻只有四成多。
有鑑於此，本研究希望能找出影響國人從實體銀行到網路銀行轉換意圖的因素。此
外， 2019 年底COVID-19 的爆發讓全國陷入恐慌，許多生活模式開始改變，使電
子商務平台快速崛起。基於以上所述，本研究亦期望能了解疫情的爆發是否有使國
人對網路銀行出現轉換意圖。
而過去有關網路銀行的研究大多聚焦在「使用」與「接受」方面，但網路銀行的
使用不單只是對新型科技服務的採用，還需考量到舊有的實體服務模式會影響顧客對
新型服務的轉換意願。因此，本研究將以Moon (1995)所修正的推力－拉力－維繫力
理論(Push-Pull-Mooring Theory, PPM)為主要理論，探討實體銀行到網路銀行的轉換意
圖，並分別從推力對轉換意圖之影響、拉力對轉換意圖之影響、維繫力對轉換意圖之
影響、維繫力對推力與轉換意圖間之調節、維繫力對拉力與轉換意圖間之調節的五個
角度來探究顧客從實體銀行到網路銀行的轉換。
本研究之正式問卷所有問項皆採用Likert 七點量表衡量，共計收回554 份有效
問卷，並以AMOS 軟體進行結構方程模型(SEM)分析；以SPSS 進行樣本結構分
析、敘述性統計分析以及調節分析。本研究中五個假設的結果顯示，推力效果(等候
時間、主觀規範)會正向影響轉換意圖、拉力效果(知覺有用性、知覺易用性)會正向
影響轉換意圖、維繫力效果(慣性、轉換成本)會影響轉換意圖、維繫力效果對推力
效果與轉換意圖間的關係具有調節作用，但維繫力效果對拉力效果與轉換意圖間的
關係則不具有調節作用。

Online banking can enhance the efficiency of services and make transactions not limited by time and space, but the usage rate in Taiwan is just over 40%. In addition, the outbreak of COVID-19 sent the nation into a panic, and many lifestyles began to change, leading to the rapid rise of e-commerce platforms. In light of this, this study will identify the factors that influence the Taiwanese’ switching intention from physical bank to online banking.

While most studies on online banking have focused on “usage” in the past, the use of online banking also needs to take into account the impact of physical service style on customers' switching intention. Therefore, this study uses the Push-Pull-Mooring Theory (PPM) to examine the switching intention from physical bank to online banking.

In this study, we use online questionnaires to collect samples and received 554 valid questionnaires. We use AMOS to analyze SEM, and SPSS to analyze sample structure analysis, descriptive statistical analysis and moderated analysis. The results of this five hypotheses in the study showed that the push effect (waiting time, subjective norm) positively affected the switching intention, the pull effect (perceived usefulness, perceived ease of use) positively affected the switching intention, the mooring effect (inertia, switching cost) affected the switching intention, and the mooring effect moderated the relationship between the push effect and the switching intention. However, the mooring effect did not moderate the relationship between the pull effect and the switching intention.

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