网上银行客户体验评价研究
Online Banking Customer Experience Evaluation Research

以网上银行用户调查问卷为实证样本，估计了感官、情感、思考、行动、关联各方面影响因素对网上银行全面体验的影响程度。结果表明：感官体验中网上银行的画面舒适感和易浏览性、思考体验中网站使客户产生联想和产品激发客户好奇心的能力、行动体验中网站的促行动力对网上银行全面体验解释程度较低；情感体验中的积极情绪、行动体验中网站使用的顺利操作性、关联体验中的互动性对网上银行全面体验解释程度较高。
Using the survey data of online banking users, the degree of influence on overall experience was analyzed, from the various factors about sensory, affective emotion, creative cognitive thinking, physical action, and social identity. The results show that, on the one hand, the screen beauty and easy browsing from sensory experience, the ability of producing association and stimulating curiosity from the thinking experience, and the ability of promoting mobility from action experience, have little influence on the overall experience; on the other hand the positive emotion from emotion experience, the successful operational site of action experience, and the associated interactive experience come into being much overall experience.