| 摘要: | 悠遊卡小額消費發展至今（2011年6月）大約過了一年半之久，但在本研究實際的調查後發現，在便利超商使用悠遊卡進行小額付款的人並不多。這引發本研究針對這項矛盾進行探索。本研究基於創新擴散理論對悠遊卡小額消費功能的推廣進行探討。在初期的便利商店訪查發現，大多數受訪者不使用悠遊卡小額消費的原因大多是因為「不習慣」、「儲值上的問題」、「零錢較方便」。因乙本研究將「習慣」、「服務便利性」及「相容性」納入本研究進行考量。本研究主要目的欲探討悠遊卡小額消費的不同類型採用者，對於「習慣」、「服務便利性」及「相容性」上具有什麼樣的關係。 本研究為探索性研究，透過問卷調查法進行調查。問卷以紙本問卷與網路問卷發放為主，共收集到的有效樣本有424份。本研究透過集群分析，將收取到的樣本進行分群，將樣本分為「早期採用者」、「早期大眾」、「晚期大眾」及「落伍者」，再針對這些不同類型的採用者進行變異數分析。不同類型的採用者，在「習慣」、「服務便利性」及「相容性」的感受上由高而低，皆為「早期採用者」、「早期大眾」、「晚期大眾」、「落伍者」的順序排序。從結果可以發現較早採用者相較於晚採用者，「較習慣悠遊卡小額消費」、「感受到悠遊卡小額消費帶來較高的服務便利性」及「認為從前的行為與使用悠遊卡小額消費有較高相容性」。Since 2011 April 1, EasyCard has become a payment tool to pay for small amount purchase in convenience stores and other chain stores. However, a preliminary investigation revealed that despite its usefulness, not too many people use EasyCard for small amount purchase in convenience stores. Thus, it motivates this research to look into the contradiction and the diffusion of small amount purchases using EasyCard. This study is based on the Innovation Diffusion Theory and the Technology Adoption Lifecycle model. The preliminary study showed that the reasons why many people do not make use of EasyCard for small amount purchase include: they don’t have the habit of using EasyCard, EasyCard is inconvenient in recharging, and that using cash is more convenient than EasyCard. The purpose of this research is to investigate the difference of adopter in “habit”, “service convenience” and “compatibility”. Data was collected through a questionnaire survey. This research adopted cluster analysis to divide the sample into different types of adopters, and it also employed ANOVA to find the difference between these different adopters in “habit”, “service convenience” and “compatibility”. Results of cluster analysis divide users of EasyCard for small amount purchase into four groups, namely, “early adopter”, “early majority”, “late majority” and “laggard”. These different adopters’ experience in “habit”, “service convenience” and “compatibility” rank from high to low respectively, are “early adopter”, “early majority”, “late majority” and “laggard”. From the result, this research found that the earlier adopters have more habit of using EasyCard for small amount purchase, and they also feel more convenient and compatible in small amount purchase with EasyCard. |
