近年來，伴隨著無線通訊技術的快速發展以及相關行動創新應用的日趨成熟，行動商務已成為值得關注的議題。就行動商務發展而言，行動金融服務扮演關鍵角色。然而，目前國內外有關行動金融服務相關的實務與學術研究仍不多見，而國內目前行動金融服務的推展也遭遇許多困難與挑戰。本研究主要目的在於瞭解新興行動金融服務的發展現況與未來趨勢，並從金融業、電信業以及系統整合業等跨產業觀點提出一個適用於台灣行動金融服務發展的商業營運模式。本研究方法採個案研究法進行，主要研究對象為國內銀行業、電信業、系統整合業內具代表性企業之負責策略規劃與擬定的中高階主管或專責人員。透過文獻探討與專家會議，本研究推導並修正本研究架構雛形以引導個案研究之進行，再以修正後架構及內容針對所選定個案內受訪人員進行深入訪談，所蒐集資料再以內容分析法相關程序予以整合與分析，推導出一個適用於台灣行動金融服務發展之商業營運模式。最後，所推導營運模式，將再經銀行與電信領域的學者專家進行確認與驗證。因此，此營運模式不僅可作為政府以及相關產業發展行動金融服務及其它行動商務相關服務的重要參考，同時亦可為政府、產業以及客戶創造最大價值，並形成多贏的局面。 Recently, the rapid development of wireless technologies and the maturity of mobile applications have made mobile commerce (m-commerce) as another paradigm shift after electronic commerce (e-commerce). Although mobile finance services play key roles for the further development of m-commerce, only few studies focus on investigating mobile finance (m-finance) services’ issues. The mainly purpose of this study is to investigate the current status and the trend of emerging mobile finance services and to develop a mobile finance services’ business model suitable for Taiwan from various industrial perspectives of banking, telecom, and system integration. A research framework will be proposed based on the results of literature reviews and then this framework will be revised by practical and academic experts of banking and telecom. A validated questionnaire derived from the revised framework and its corresponding questions will be used in several in-depth case studies with the subjects being the persons in charging of the strategy planning and execution of the representative firms in the targeted industries. The results of those case studies will be analyzed by the content analysis technique and then a mobile finance services’ business model can be obtained. Finally, the derived mobile finance services’ business model of Taiwan will be validated and verified by another expert panel. Through the rigorous research procedures, Taiwan government, industries, and customers will obtain exceptional benefits from the promotion of the proposed business model and this model can be used as an important reference for developing other mobile services.
