自2000 年3 月第一家網路銀行在台灣成立至今，幾乎所有銀行都已提供網路銀行服務，使用網路銀行的人數也逐年成長，可顯現網路銀行的市場潛力與重要性。顧客使用網路銀行可被視為與服務提供者共同創造價值的行為，特別近幾年在行銷相關研究中已有許多學者關注於「共創行為」之議題，更發覺共創行為的重要性。因此，本研究根據電子商務相關文獻歸納出影響顧客滿意度與信任的前置因子，並建立一個顧客未來共創意圖的模型，作為瞭解顧客使用網路銀行的經驗，以探討滿意因子對滿意度之影響，信任信念因子對信任意圖之影響，以及顧客滿意度與信任意圖對顧客未來共創意圖之影響。研究樣本為台灣地區網路銀行之使用者，以電子問卷方式，共回收202份有效問卷，統計分析採結構方程模式。資料分析結果顯示，效率、滿足需求、同化與自由皆對顧客滿意度皆產生正向且顯著影響；正直、善意與可預測性也皆對信任意圖產生正向且顯著效果，而顧客滿意度與信任意圖進一步影響顧客未來之共創意圖。據此，本研究指出管理者深入瞭解形成顧客滿意度與信任意圖的細部因子後，可以針對這些因子去建立一個顧客滿意且信任的電子交易環境，以提升消費者的共創意願。由於信任意圖相較於滿意度對顧客共創意圖的影響較大，所以建議管理者除了滿意度之外，亦須著重建立顧客信任意圖，例如：在網頁上公開說明顧客服務的相關政策或是積極取得國內網路金融安全認證(如：TWCA)，才能更有效地提升顧客未來之共創意圖。

Since the first online banking business was established in Taiwan in March of 2000, almost all banks have begun to provide online banking services, and the increasing growth of the online banking population reflects online banking in the financial industry has a great deal of market potential and importance. Using online banking could be regarded as a co-creation behavior. Co-creation has become a major issue of discussion in current marketing literature. Therefore, this study generalizes the antecedents of satisfaction and trust based on e-commerce-related literature and examined how to establish customer’s intention toward future co-creation through encompassing the satisfiers and trusting beliefs via satisfaction and trusting intentions. Respondents were collected for this study who had online banking experience by using online questionnaires, and the data was analyzed by structural equation modeling. The results from 202 online banking users in Taiwan revealed that efficiency, fulfill needs, assimilation, and freedom significantly and positively influence satisfaction, whereas integrity, benevolence, and predictability significantly and positively influence trusting intention, and further increase customer’s intention toward future co-creation. Based on the results, this study provides managers a method by which to build an electronic transaction environment by increasing customer’s intention toward future co-creation through satisfiers and trusting beliefs. Because of the fact that trusting intention is more important than satisfaction, this study suggests that online banking managers should focus on trust-building strategies in addition to satisfaction. For example, bank websites should announce the framework of considered customer-service policies, or online banking should get certifications such as TWCA in order to enhance customer’s intention toward future co-creation.

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