政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/133984
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113646/144632 (79%)
造訪人次 : 51498797      線上人數 : 353
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/133984


    題名: 影響投資人使用網路基金智能平台因素分析
    Factors influencing investors to adopt online funds intelligent platform
    作者: 許馨心
    Hsu, Hsin-Hsin
    貢獻者: 周冠男
    Chou, Kuan-Nan
    許馨心
    Hsu, Hsin-Hsin
    關鍵詞: 科技接受模式
    計畫行為理論
    網路基金智能平台
    Technology Acceptance Model
    Theory of Planned Behavior
    Online funds intelligent platform
    日期: 2020
    上傳時間: 2021-02-01 14:31:35 (UTC+8)
    摘要: 隨著網際網路的發展，傳統共同基金投資的交易模式逐漸轉型為「網路基金智能平台」，此一平台特色強調即時開立帳戶、手續費用便宜且合理以及快速取得贖回款等特色，並利用大數據推出智能理財工具，方便投資人免於透過實體銀行，便可透過平台完成投資理財，台灣目前主要的基金平包括基富通、鉅亨網、國泰智能投資，投資人現在能隨地完成投資基金、大大增加投資自主性。有鑑於基金智能平台發展蓬勃的現況，本研究結合(Davis, 1989)提出的科技接受模式以及(Ajzen, 1985)計劃行為理論作為研究理論架構並加入知覺風險作為外部負面因子加以分析投資人對「網路基 金智能平台」的接受態度與使用意願。
    本研究以問卷調查抽樣進行，共計回收 315 份有效樣本，研究結果顯示:
    (ㄧ)投資人對於使用網路基金智能平台的認知有用性高時，也對於網路基金智能平台的接受 態度具有重要顯著影響
    (二)投資人對於使用網路基金智能平台的認知有用性高時，也對於網路基金智能平台的認知 易用性具有重要顯著影響
    (三)投資人對於使用網路基金智能平台的接受態度高時，也會對於網路基金智能平台的使用 意願具有重要顯著影響
    (四)社會主觀規範會對於投資人使用基金智能平台的使用意願具有重要顯著影響
    (五)知覺行為控制會對於投資人使用基金智能平台的使用意願具有重要顯著影響 結合質化分析目標受測者的回答後，本研究認為其中認知有用性及社會規範此兩因素之重要性較高，最終建議未來經理人運營網路基金平台時，針對此兩層面進行策略規劃，提升平台使用率。
    With the development of the Internet, the traditional form of the investing in mutual funds gradually transformed into “online funds intelligent platform”, The characteristics of this platform emphasize on opening account promptly, cheap and reasonable handling fees and received redemption quickly. Moreover, by using big data to propose intelligent financial investing tools, now investors can complete their own financial portfolio through platforms without going through physical banks. The major online funds intelligent platform including FundRich, Anue and the smart Investment of Cathay, investors now can invest in mutual funds whenever and wherever possible which increase investing autonomy. In view of the vigorous development of the online funds intelligent platforms, this research integrated with the technology acceptance model proposed by Davis (1989) and theory of planned behavior proposed by Ajzen (1985) as the research theoretical framework. Furthermore, we add perceived risk into model which serve as the negative external factor to analyze the investors attitude and intention to use online funds intelligent platform.
    This study was conducted by sampling questionnaire survey, and a total of 315 valid sample were collected. The results are as follows:
    1. Perceived usefulness of online funds intelligent platform by investors will certainly influences their attitude
    2. Perceived usefulness of online funds intelligent platform by investors will certainly influences their perceived ease of the use
    3. Attitude certainly influences the intention to use online funds intelligent platform
    4. Subjective norm has certainly influenced the intention to use online funds intelligent platform.
    5. Perceived behavior control of investors has certainly influenced the intention when adopting online funds intelligent platform.
    Combining with the qualitative analysis from target respondents ‘answers, we regarded that perceived usefulness and subjective norm are more significant, according to this, providing suggestions for mangers to focus on these two aspect to develop strategic planning to raise the usage rate of platforms in the future.
    參考文獻: Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer.
    Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of Applied Social Psychology, 32(4), 665-683.
    Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474.
    Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
    Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 421-458.
    Bontempo, R. N., Bottom, W. P., & Weber, E. U. (1997). Cross‐cultural differences in risk perception: A model‐based approach. Risk Analysis, 17(4), 479- 488.
    Cheng, T. E., Lam, D. Y., & Yeung, A. C. (2006). Adoption of internet banking: an empirical study in Hong Kong. Decision Support Systems, 42(3), 1558- 1572.
    Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
    Featherman, M. (2001). Extending the technology acceptance model by inclusion of perceived risk. AMCIS 2001 Proceedings, 148.
    Featherman, M., & Fuller, M. (2003). Applying TAM to e-services adoption: the moderating role of perceived risk. 36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the,
    Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
    Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
    Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
    Lee, M.-C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141.
    Littler, D., & Melanthiou, D. (2006). Consumer perceptions of risk and uncertainty and the implications for behaviour towards innovative retail services: the case of internet banking. Journal of Retailing and Consumer services, 13(6), 431-443.
    Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184-188.
    Ringle, C., Da Silva, D., & Bido, D. (2015). Structural equation modeling with the SmartPLS. Bido, D., da Silva, D., & Ringle, C.(2014). Structural Equation Modeling with the Smartpls. Brazilian Journal Of Marketing, 13(2).
    Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor`s Comments: A Critical Look at the Use of PLS-SEM in" MIS Quarterly". MIS Quarterly, iii-xiv.
    Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204-212.
    Wu, L., & Chen, J.-L. (2005). An extension of trust and TAM model with TPB in the initial adoption of on-line tax: an empirical study. International Journal of Human-computer Studies, 62(6), 784-808.
    Xie, Q., Song, W., Peng, X., & Shabbir, M. (2017). Predictors for e- government adoption: integrating TAM, TPB, trust and perceived risk. The Electronic Library.
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    107363029
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107363029
    資料類型: thesis
    DOI: 10.6814/NCCU202100025
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    302901.pdf955KbAdobe PDF20檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋