台灣自2015年起，政府與金融業大力推動Bank 3.0的發展，一般消費大眾亦逐漸對數位化金融系統依賴甚深，銀行在數位轉型上必然需盡快因應與完善。過去針對網路銀行服務之改善研究，皆以軟體工程角度或消費者行為角度出發，研究消費者對網路銀行在意的品質重點及滿意度。
本研究同時整合兩種觀點，即軟體工程中之軟體品質視角與消費者行為中之消費者認知視角。欲了解一般消費大眾在Bank 3.0的環境下，對於網路銀行系統服務之軟體品質所在意的重點。在研究方法上，採IPA-Kano模式(Important Performance Analysis - Kano Model)為主體架構，本研究共收集285份有效問卷進行實證資料分析。
分析結果發現，新興科技(例：電子支付)的快速導入，以及服務功能與時俱進，個人化功能愈來愈貼心，將是銀行發展網路銀行在戰略上重要的品質要素，可吸引消費者的目光；而在銀行的功能操作及交易流程是否順暢，仍是一直以來必需要達成的基本品質。另外，網路銀行的客服回應及各種線上協助資訊，是目前消費者認為重要但對國內銀行普遍不滿意的品質要素，國內銀行需盡快改善與調整。
在網路銀行的用戶族群輪廓上，重視服務創新性、功能有用性的功能導向族群占比近60%，近20%的族群中特別在意的是銀行的回應速度與使用時的效率性。最後，本研究將各種品質要素進行歸類，以提供銀行評估網路銀行功能精進時之優先發展順序。

Since 2015, Taiwan government and Taiwan's financial industry have been pushing for the development of Bank 3.0. Average consumers have become extremely reliant on the digital platforms of the financial institutions which accelerates the digital transformation of all banks. Based on the combination of IT development and consumer behavior, this study focuses on the quality and consumer satisfaction of online banking to further optimize bank's digital service.
To understand the critical success factors of online banking under Bank 3.0, this research integrates two distinctive perspectives; combining the point of view of software quality provided by the engineers and consumer behavior. IPA-Kano model (Important Performance Analysis - Kano Model) is being used here for the main structure and the research includes 285 valid surveys to provide supporting data to this study.
Research indicates the deployment of new technology (ex. electronic payment), new service features and personalized functions are closer to consumers needs and this will be critical criteria for banks developing online platforms that would grab consumers’ attention. The operating functions and transaction process of online banking are the minimum requirement for consumer satisfaction. Furthermore, consumers consider call centers and online customer services experience as the most unsatisfactory and should be improved and adjusted.
Around 60% of all online banking users emphasize on innovative service, usability of new functions as the most important factors. 20% of the users care about the response time and the effectiveness of the functions. Lastly, this research will help the banks to prioritize all the functional improvements of online banking.

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