影響消費者採用行動付款因素之研究

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姓名

張彥淳(Yann-Chwen Chang) 查詢紙本館藏

畢業系所

資訊管理學系在職專班

論文名稱

影響消費者採用行動付款因素之研究
(Factors Influencing Mobile Payment)

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摘要(中)

隨著資訊科技的不斷進步以及網際網路的日漸普及，加上無線通訊技術的成熟，使得行動商務被產業界喻為繼電子商務之後下一個發展趨勢。在行動商務交易環節當中，一個重要的環節就是消費者必須支付商品或服務相對應的金額，而提供服務或販賣商品的商家可以透過正常的付款機制完成各項請款手續，而此流程也就是所謂的行動付款。
本研究之主要目的在探討一般消費者對於行動付款之認知及採用行為之影響因素，以科技接受模型為主要理論架構，並考慮其他可能影響消費者行為模式之變項，加入創新擴散理論、知覺風險和消費者特性等相關理論發展出本研究架構，探討認知有用性、認知易用性、相容性、知覺風險和消費者特性對消費者的行動付款採用態度與採用意願之影響分析。
本研究主要以北部地區之民眾為抽樣對象，以傳統問卷方式進行樣本資料蒐集，總計回收有效問卷為224份。研究發現結果如下：
一、認知有用性、認知易用性和相容性皆會對採用態度產生正向的影響，認知有用性的影響程度最高，接下來為認知易用性。
二、認知有用性和採用態度均顯著正向影響採用意願，而採用態度的影響程度最高。
三、消費者特性之人口統計變數中，不同年齡對採用態度有顯著差異。
四、知覺風險會在認知有用性與採用態度間造成干擾效果，也就是說認知有用性對採用態度的影響，會因知覺風險的不同而有顯著的差異。

摘要(英)

With the continuous progress of information technology (IT), the universal of the Internet, and maturity of wireless communication technology, mobile commerce is considered to be the next trend after electronic commerce. One important part of mobile commerce is that customers have to pay corresponding amount of money for products or services. Merchants who provide these products or services can get their money through a normal payment system. This process is what is called 「Mobile Payment」.
The main purpose of this thesis is inquiring into the influence factors of the attitude and the adoption behavior of customers about mobile payment, taking 「Technology Acceptance Model」 as the main theory architecture. Considering other factors that may influence customer behavior,「Innovation Diffusion Theory」、「Perceived Risk」and consumer characteristic will be referred to develop this research structure. Inquire how the perceived usefulness, perceived ease, compatibility and consumer characteristic influence the attitude and the intention of adopting mobile payment.
This thesis took people living in northern area of Taiwan as the sampling object, and developed a traditional questionnaire to gather sample data. Total valid response count is 224. The results of this thesis are summarized as below:
1. Perceived usefulness, perceived ease and compatibility all have significant and obvious influence on adoption attitude. Perceived usefulness influences the most, and perceived ease is the second large influential factor.
2. Perceived usefulness and adoption attitude have significant and obvious influence on adoption intention, and perceive usefulness has higher influence.
3. In the demographic statistics of the consumer characteristic, the age has obvious discrepancy to the adoption attitude.
4. The moderate of effects of perceived risk is on perceived usefulness. That is perceived usefulness will have discrepant influence on adoption attitude depending on different perceived risk.

關鍵字(中)

★ 消費者特性
★ 知覺風險
★ 創新擴散理論
★ 科技接受模型
★ 行動付款

關鍵字(英)

★ Perceived Risk
★ consumer characteristic
★ Technology Acceptance Model
★ Mobile Payment
★ Innovation Diffusion Theory

論文目次

中文摘要 I
Abstract II
誌謝辭 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章緒論 1
1.1 研究背景與動機 1
1.1.1 研究背景 1
1.1.2 研究動機 2
1.2 研究目的 3
1.3 研究流程 4
1.4 研究範圍 6
第二章文獻探討 7
2.1 行動付款 7
2.1.1 行動付款的定義 7
2.1.2 四大國際聯盟與標準 12
2.1.3 行動付款系統分析 24
2.2 科技接受行為 45
2.2.1 理性行為理論 45
2.2.2 計畫行為理論 47
2.2.3 科技接受模型 49
2.3 創新擴散理論 52
2.3.1 創新的定義 52
2.3.2 創新採用 53
2.4 知覺風險 55
2.4.1 知覺風險之定義 55
2.4.2 知覺風險之構面 56
2.4.3 知覺風險之衡量 58
2.5 消費者特性 60
第三章研究方法 61
3.1 研究架構 61
3.2 研究假設 63
3.3 研究設計 66
3.3.1 研究構面與操作性定義 66
3.3.2 問卷發展 70
3.3.3 問卷調查 71
3.3.4 分析方法 72
第四章資料分析 75
4.1 樣本基本資料 75
4.1.1 問卷回收情形 75
4.1.2 回收樣本之敘述統計結果 75
4.2 問卷信度與效度檢定 81
4.2.1 信度分析 81
4.2.2 效度分析 82
4.3 各相關變數對採用態度之影響分析 84
4.4 各相關變數對採用意願之影響分析 91
4.5 知覺風險的干擾 93
4.6 研究結果彙整 101
第五章結論與建議 105
5.1 研究發現與結論 105
5.2 研究貢獻與建議 108
5.2.1 學術上的貢獻 108
5.2.2 管理實務上的建議 109
5.3 研究限制 111
5.4 後續研究建議 112
參考文獻 114
附錄正式問卷 119

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網站部分
1. 中華電信小額付款，http://www.chttl.com.tw/300/839/main.htm，2006。
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指導教授

林熙禎、范懿文
(Shi-Jen Lin、Yi-Wen Fan)

審核日期

2006-7-12

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