數位銀行近年來在台灣蓬勃發展，而在COVID-19疫情帶動之下，近兩年國內數位帳戶開戶數激增，據金融監督管理委員會統計，截至2022年第一季，已有35家銀行開辦數位存款帳戶業務，全台數位帳戶開戶數已達約1,056萬戶，意味著數位銀行的重要性，因此，使用過數位銀行後是否產生忠誠度對銀行來說是至關重要的議題。
本研究採用推敲可能性模式探討數位銀行使用者是否從中央路徑(資訊品質及服務品質)及從邊陲路徑(聲譽)，最終對數位銀行產生忠誠度，並將關係慣性作為中介變數，檢視其對使用者忠誠度的影響，以及將轉換成本作為調節變數，檢視其對於關係慣性的影響。本研究係以發放網路問卷的方式調查，最終蒐集819份有效樣本，係採用 Likert五點量表衡量，以及使用IBM SPSS 28.0統計軟體依序進行以下分析：樣本結構分析、敘述性統計分析、因素分析、信度分析、單因子變異分析以及迴歸分析。
本研究結果顯示，關係慣性在中央路徑(資訊及服務品質)與使用者忠誠度之間的關係具完全中介效果，關係慣性在邊陲路徑(聲譽)及使用者忠誠度之間的關係具有部分中介效果。經濟轉換成本對中央路徑(資訊及服務品質)及關係慣性間的關係具負向調節效果，經濟轉換成本對邊陲路徑(聲譽)及關係慣性之間的關係亦具有負向調節效果。學習轉換成本對中央路徑(資訊及服務品質)及關係慣性間的關係無顯著效果，學習轉換成本對邊陲路徑(聲譽)及關係慣性間的關係亦無顯著效果。

Digital banking has been booming in Taiwan in recent years, and driven by COVID-19, the number of digital accounts opened in Taiwan has increased dramatically in the past two years. Therefore, the loyalty of banks after using digital banking is an important issue.
In this study, we use Elaboration Likelihood Model to examine whether digital banking users develop loyalty from the central route (information quality and service quality) and from the peripheral route (reputation), and examine the effect of relationship inertia as a mediating variable on user loyalty and the effect of switching cost as a moderating variable on relationship inertia. The questionnaires were measured using the Likert five-point scale and analyzed using IBM SPSS statistical package software. The results of study show: (1) Central route (information and service quality), peripheral route (reputation), and inertia all have positive and significant effects on user loyalty.(2) Inertia fully mediates the relationship between central route (information and service quality) and user loyalty, while inertia partially mediates the relationship between peripheral route (reputation) and user loyalty. (3) Economic switching costs have a negative moderating effect on the relationship between central route (information and service quality) and inertia, and economic switching costs have a negative moderating effect on the relationship between peripheral route (reputation) and inertia.(4) Learning switching cost has no significant effect on the relationship between c central route (information and service quality) and inertia, and learning switching cost has no significant effect on the relationship between peripheral route (reputation) and inertia.

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