自 2008 下半年席捲全球之金融大海嘯以來，全球景氣大幅衰退，失業率與放無薪假的人數屢創新高，在這一連串的打擊下，消費者行為大幅的轉變，為了看緊荷包，多選擇宅在家裡，透過網路與外界聯繫。因此，「宅經濟」這個名詞應運而生。許多銀行看好此一商機，欲將戰場從實體銀行轉移到虛擬網路。但是這樣真能帶動銀行業務？答案是不置可否的，因為消費者的心是難以捉摸的。因此，如何抓住顧客的心，符合顧客的需求並帶給顧客最大的利益，就是一個值得關切的議題。
對銀行而言，要抓住顧客的心，要從消費者追求利益之觀點來切入，才能做出符合客戶需求的行銷決策。因此，本研究期望能透過調查，從利益區隔取向來找出客戶使用網路銀行的動機。然而，正式施測前，必須要進行先導研究，以了解問項之信效度並便於修正問卷後，進行後續探究。因此本先導研究擬以中部地區網路銀行使用者為研究對象發展問卷，以了解在消費者追求之利益變數為市場區隔基礎上，輔以消費者行為變數、生活型態變數、人口統計變數等描述性變項是否可成功將消費者進行分群，並探究問卷信效度，進行問卷修正。以期於正式施測時能從不同的面向了解消費族群之特性，並滿足消費者需求。

The economic downturn caused by the global financial tsunami at the end of 2008 makes an unhealthy business environment. In an unhealthy environment, a company forces lots of employees to be unpaid leave or to
resign for saving personnel expense. Therefore, people must stay at home. The behavior of consuming at home such as online game, online shopping, and home delivery becomes popular gradually, it even thrives cyber-banking services. In Taiwan, the so-called stay-at-home economy is therefore generated to reflect the above phenomenon. However, there are few discusses about how to deploy cyber-banking services to consumers
along with the benefit provided by cyber banking. An efficient marketing strategy means a company can retrieve benefits from a valuable user group. Therefore, to understand the user’s benefits to cyber-banking service and to develop the marketing strategies, we must develop a suitable questionnaire through this pilot study. In this pilot study, we propose a questionnaire and use convenience sampling to find reliability and validity through surveying samples of middle Taiwan. Through analyzing the attraction to benefits, we find [customer rights], [image of service] as well as [online call center] are important. Additionally, we also analyze the satisfaction to benefits, we found: [security], [active care] and [interactivity] need to be discussed in the further studies.