隨著數位金融迅速發展，數位帳戶已成為民眾日常金融操作的重要工具。根據金融監督管理委員會統計，截至2024年底，國內數位存款帳戶總數已達2,446萬戶，顯示其使用普及程度極高。然而，使用者在不同平台間的轉移與持續使用行為，仍缺乏系統性研究，有賴進一步探究其影響因素。
本研究以推敲可能性模型（Elaboration Likelihood Model, ELM）為理論基礎，區分中央路徑與邊陲路徑的說服歷程，探討影響數位帳戶使用意圖與黏著度之關鍵構面。中央路徑涵蓋相對優勢、便利性與相容性；邊陲路徑則包含社會影響、知覺信任與美感，並納入轉換成本作為調節變項，建構完整之理論模型。
本研究針對具數位帳戶使用經驗之一般民眾進行問卷調查，共回收419份有效樣本，並採用PLS-SEM進行結構模型分析。研究結果顯示，在中央路徑中，便利性與相容性對使用意圖具有顯著正向影響，而相對優勢則未達顯著水準。在邊陲路徑中，僅知覺信任對使用意圖具有顯著影響，社會影響與美感皆未達顯著水準。此外，轉換成本對各構面與使用意圖間之關係均無顯著調節效果。使用意圖對黏著度則具高度正向影響，證實其為推動平台留存與持續使用之關鍵因素。
在理論層面，本研究拓展推敲可能性模型於金融科技領域之應用，並將黏著度納入結果構面，補足既有文獻忽略後續使用行為之限制。實務上，研究結果可作為金融業者擬定策略與優化數位帳戶服務之參考，協助提升用戶留存與長期互動，進而強化平台競爭力。

With the rapid development of digital finance, digital accounts have become essential tools in daily financial activity. By the end of 2024, Taiwan had recorded over 24.46 million digital deposit accounts, demonstrating high adoption levels. However, limited research has addressed the psychological factors driving user retention and switching behavior.
This study applies the Elaboration Likelihood Model (ELM) to examine how central and peripheral cues influence users’ intention to use and stickiness toward digital accounts. The central route includes relative advantage, convenience, and compatibility; the peripheral route covers social influence, perceived trust, and aesthetics. Switching cost is considered a moderating variable.
Based on 419 valid online responses from digital account users, data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that convenience and compatibility significantly affect intention to use, while relative advantage does not. Among peripheral cues, only perceived trust is significant. Switching cost shows no significant moderating effect. Intention to use strongly influences stickiness, confirming its importance for sustained usage.
This study extends ELM in the fintech context by incorporating stickiness as a behavioral outcome. The findings offer practical insights for improving user retention and platform competitiveness.

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