ABSTRACT

Recently, many financial institutions have found their way to communicate with customers with Social Network Services (SNS) applications. Previous studies shown that active SNS activities of companies have positive effects on customer relationship. Yet little is known of which factors affect customer satisfaction and retention on SNS usage. In this study, we conducted a survey with 169 individuals based on Expectation Confirmation model and Trust building model to unravel such factors. Our results show that reliability and qualities of information and system are important, and that pleasure is not an essential factor on consumers’ SNS usage on financial domain.

抽象的

最近，许多金融机构已经找到了使用社交网络服务（SNS）应用程序与客户进行通信的方法。先前的研究表明，公司积极的SNS活动会对客户关系产生积极影响。尚不清楚哪些因素会影响客户满意度和对SNS使用的保留。在这项研究中，我们基于期望确认模型和信任建立模型对169个人进行了调查，以阐明这些因素。我们的结果表明，信息和系统的可靠性和质量非常重要，而愉悦感并不是影响消费者在金融领域使用SNS的必要因素。