Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/122307
|
| Title: | 以整合性科技接受模型探討行動支付之使用意願
Exploring the Usage Intention of Mobile Payment Utilizing an Integrated Technology Acceptance Model |
| Authors: | 張勝發
Zhang, Sheng-Fa |
| Contributors: | 許志義
張勝發
Zhang, Sheng-Fa |
| Keywords: | 行動支付
科技接受模型
知覺有用性
使用成本忍受度 |
| Date: | 2018 |
| Issue Date: | 2019-02-12 15:53:10 (UTC+8) |
| Abstract: | 隨著2017年3月Apple Pay進入台灣後，台灣的行動支付生態快速發展。由於行動支付具有便利、有效率且提供消費者有別於傳統支付方式之體驗。故本研究以行動支付之使用者與潛在使用者為研究對象，主要目的在於了解此二者對於使用行動支付的意願與認知狀況。本研究藉由整合性科技接受模型探討行動支付的使用意願，並加以分析問卷資料，提出本研究之結論。本研究此次調查所得之樣本為365份，其中有效樣本為358份；藉由科技接受模型整合創新擴散理論，提出本研究之假說並運用結構方程式加以驗證。另在問卷的敘述性統計中，觀察本次問卷調查之行動支付平台曾經被受訪者使用(可複選)之比率為：Line Pay 61.2%，Apple Pay33.5%，街口支付59.8%。
研究結果顯示：「知覺有用性」、「使用態度」對使用意願有正向直接之影響。而「知覺易用性」、「使用成本忍受度」、「可視性」「知覺便利性」對使用意願則有正向間接之影響。最後，在研究結果提出對於行動支付業者推動行動支付之參考建議。
With the introduction of Apple Pay in Taiwan in March 2017, the mobile payment ecosystem in Taiwan has developed rapidly. Since mobile payment is convenient, efficient and provides consumers with a different experience from traditional payment methods. Therefore, this study takes the users and potential users of mobile payment as the research objects. The main purpose of this study is to understand their willingness and cognitive status to use mobile payment. The purpose of this study is to explore the use intention of mobile payment by means of the Integrated Technology Acceptance Model, and to analyze the questionnaire data and put forward the conclusions of this study. The sample of this study was 365, of which 358 were effective sample. By integrating Innovation Diffusion Theory with Technology Acceptance Model, the hypothesis of this study was proposed and verified by structural equation.
The results show that "Perceived Usefulness" and "Attitude of Usage" have positive and direct effects on “Intention of Usage”. However, "Perceived Ease of Usage", "Cost Tolerance", "Visibility" and "Perceived Convenience" have positive and indirect effects on the “Willingness to Usage”. In the end, some suggestions on the promotion of mobile payment are proposed. |
| Reference: | 吳奕璋(2012)，以延伸性科技接受模型探討數位電視消費意願之研究，國立中興
大學，資訊管理學系碩士論文
林志峰(2013)，以整合性科技接受模型探討智慧型手機國中生之消費意願，國立
中興大學，資訊管理學系碩士論文。
翁世吉、田育任(2014)，行動商務支付應用發展趨勢，財金資訊季刊，78，19-26謝玉珊(2014)，影響消費者使用行動上網購物因素之研究－以科技接受模型為理 論基礎，東吳大學，國際經營與貿易學系碩士論文
徐東山(2017)，影響消費者使用行動支付意願之研究-以智慧穿戴裝置為例，國防 大學，資訊管理學系碩士論文
林佳燕(2006)，交易成本對網路購買意願影響之研究，台北商業技術學院，商學 研究所碩士論文
王韻築(2006)，2006 年台灣移動通訊服務市場回顧報告，財團法人工業技術研 究院
林姍儒(2005)，消費者知覺便利性影響因素之探討以東森購物為例，國立嘉義大
學，行銷與流通管理研究所碩士論文
黃聖茹、林莉卿（2009）。消費者對有機米品牌知名度、品牌形象、知覺風險及 顧客忠誠度之研究，海峽兩岸創新與永績經營學術研討會，新竹市。
Ajzen, I., and Fishbein., M. 1980, Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs. NJ: Prentice-Hall
Afuah, A., 1998, Innovation Management: Strategies, Implementation, and Profits, Oxford University Press, New York
Bauer, R. A., 1960, Consumer behavior as risk taking. In Hancock, R. (Ed.),
Dynamic Marketing for a Changing World: Proceedings of 43rd Conference,
American Marketing Association . Chicago, IL, USA.
Betz., 1993, Strategic Technology Management, McGraw Hill
Chacke, G. K. (1998).Technology Management: Application to Corporate Marketed and Military Misssion. New York: Praeger.
Davis., 1989, Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 3.
Davis, F., 1986, A technology acceptance model for empirically testing new end-user information systems：theory and results. USA : Massachusetts Institute of Technology.
Dahlman, C. J. (1979). The problem of externality. Journal of Law and Economics, 22(1), 141-162.
Doney, P., & Cannon, J. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 35-51.
Fishbein, M., and Ajzen, I., 1975, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-WesleyFumiko
Freeman, Christopher, (1982) ,The Economics of Industrial Innovation. University of Illinois at Urbana-Champaign`s Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship.
Goslar, M., 1993, The initiation, Adoption, and Implementation of Telecommunications Technologies in U.S. Organizations. Journal of management Information Systems, 10, 141-163.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on
service quality expectations, risk perceptions and purchase intentions in the dental
industry. Journal of Service Marketing, 13(1), 59-72.
Gefen, D.(2000),E-commerce: The role of familiarity and trust. Omega: The
International Journal of Management Science, 28(6), 725–737
Hayashi.(2012). Mobile payments: What’s in it for consumers?, Economic Review, Federal Reserve Bank of Kansas City
Jarvenpaa, S.L.; Tractinsky, N.; and Vitale, M. Consumer trust in an
Internet store. Information Technology and Management, 1, 12 (1999), 45–71.
51. Johnson, E.J. Digitizing consumer research. Journal of Consumer Research,
28, 2 (2001), 331–336
José Mauro C. Hernandez, José Afonso Mazzon, (2007), Adoption of internet banking: proposition and implementation of an integrated methodology approach, International Journal of Bank Marketing, Vol. 25 Issue: 2, pp.72-88
Liang, T. P., & Huang, J. S. (1998). An empirical study on consumer acceptance of products in electronic markets: A transaction cost model. Decision Support System, 24, 29-43.
Moon, J.W. & Y.G. Kim (2001), Extending TAM for a World-Wide-Web Context, Information and Management, 38, 217-230
Mayer, R., Davis, J., & Schoorman, F. (1995). An Integrative Model of Organizational
Trust. The Academy of Management Review, 20(3), 709-734.
Nicola L. Ritter. (2010) Understanding a Widely Misunderstood Statistic: Cronbach’s alpha, Texas A&M University
Pavlou, P. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
Rogers, E., 1962, Diffusion of Innovation 1st ed. New York: Free Press.
Rogers, E., 1983, Diffusion of Innovation 3rd ed. New York: Free Press.
Rogers, E., 1995, Diffusion of Innovation 4th ed. New York: Free Press.
Tushman, M. L. & Nadler, D. A., 1986, Organizing for Innovation. California Management Review, 28, 74-92.
Wu, J. H., & Wang, S. C., (2005).What Drives Mobile Commerce? An Empirical Evaluation of the Revised Technology Acceptance Model, Information & Management, Vol. 42(5), 719-729.
Van der Heijden, H., (2003), Factors Influencing the Usage of Websites: The Case of
a Generic Portal in the Netherlands, Information & Management, 40(6), 541-549
網路部分：
Coming Off a Slow 2016, Smartphone Shipment Volume Expected to Recover in 2017 and Gain Momentum into 2018, According to IDC
https://www.idc.com/getdoc.jsp?containerId=prAP43603118
Customer Barometer with Google
https://www.consumerbarometer.com/en/trending/?countryCode=TW&category=TRN-NOFILTER-ALL
「2017 年台灣寬頻網路使用調查報告」，財團法人台灣網路資訊中心
https://www.twnic.net.tw/download/200307/20170721e.pdf
IDC Financial Insights` 2014 Consumer Payments Survey
https://www.marsdd.com/wp-content/uploads/2017/01/MaRS-Market-Insights-The-Brief_FinTech-Mobile-Payments-edition-Jan2017.pdf
行動支付大調查，財團法人資訊工業策進會
https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=487
LINE 宣佈全面擴大在台投資 三大面向看LINE 2018發展策略
https://linecorp.com/zh-hant/pr/news/zh-hant/2018/2085 |
| Description: | 碩士
國立政治大學
經濟學系
105258024 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105258024 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.ECONO.004.2019.F06 |
| Appears in Collections: | [經濟學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 802401.pdf | 1557Kb | Adobe PDF2 | 190 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
