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題名 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作者 張勝發
Zhang, Sheng-Fa貢獻者 許志義
張勝發
Zhang, Sheng-Fa關鍵詞 行動支付
科技接受模型
知覺有用性
使用成本忍受度日期 2018 上傳時間 12-Feb-2019 15:53:10 (UTC+8) 摘要 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.參考文獻 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-HallAfuah, A., 1998, Innovation Management: Strategies, Implementation, and Profits, Oxford University Press, New YorkBauer, 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 HillChacke, 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-WesleyFumikoFreeman, 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 onservice quality expectations, risk perceptions and purchase intentions in the dentalindustry. Journal of Service Marketing, 13(1), 59-72.Gefen, D.(2000),E-commerce: The role of familiarity and trust. Omega: TheInternational Journal of Management Science, 28(6), 725–737Hayashi.(2012). Mobile payments: What’s in it for consumers?, Economic Review, Federal Reserve Bank of Kansas CityJarvenpaa, S.L.; Tractinsky, N.; and Vitale, M. Consumer trust in anInternet store. Information Technology and Management, 1, 12 (1999), 45–71.51. Johnson, E.J. Digitizing consumer research. Journal of Consumer Research,28, 2 (2001), 331–336José 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.72-88Liang, 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, 217-230Mayer, 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 UniversityPavlou, 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 ofa 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 IDChttps://www.idc.com/getdoc.jsp?containerId=prAP43603118Customer Barometer with Googlehttps://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.pdfIDC Financial Insights` 2014 Consumer Payments Surveyhttps://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=487LINE 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 描述 碩士
國立政治大學
經濟學系
105258024資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105258024 資料類型 thesis dc.contributor.advisor 許志義 zh_TW dc.contributor.author (Authors) 張勝發 zh_TW dc.contributor.author (Authors) Zhang, Sheng-Fa en_US dc.creator (作者) 張勝發 zh_TW dc.creator (作者) Zhang, Sheng-Fa en_US dc.date (日期) 2018 en_US dc.date.accessioned 12-Feb-2019 15:53:10 (UTC+8) - dc.date.available 12-Feb-2019 15:53:10 (UTC+8) - dc.date.issued (上傳時間) 12-Feb-2019 15:53:10 (UTC+8) - dc.identifier (Other Identifiers) G0105258024 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/122307 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經濟學系 zh_TW dc.description (描述) 105258024 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章、緒論 11.1 研究動機與背景 11.2 研究目的 21.3 研究方法、論文結構與研究流程 2第二章 文獻探討 42.1 智慧型手機 42.2 行動支付發展 52.2.1 行動支付定義 52.2.2 行動支付推廣成功案例：支付寶、餘額寶 62.2.3 台灣行動支付概況 72.3 科技接受模型 82.3.1理性行為理論 (Theory of Reasoned Action, TRA) 82.3.2 科技接受模式 ( Technology Acceptance Model, TAM) 102.4 創新擴散理論 122.4.1 創新定義 122.4.2 創新擴散理論發展 132.4.3 創新採用者類型 142.4.4 創新特質 152.5 知覺風險、知覺信任、知覺便利性、使用成本忍受度 162.5.1 知覺風險 162.5.2 知覺信任 162.5.3 知覺便利性 162.5.4 使用成本 18第三章 研究方法 193.1 研究架構 193.2 研究假說 203.3 問卷設計 233.4 研究對象與問卷回收情況 253.5 資料分析方法 26第四章 實證分析 284.1 敘述性分析 284.2 測量模型分析 354.2.1 信度與效度分析 354.2.2 模型配適度檢定 434-3 實證結果與討論 46第五章 結論與建議 505-1 研究結論 505-2 研究限制與後續研究建議 525-3 研究貢獻 52參考文獻 56 zh_TW dc.format.extent 1594468 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105258024 en_US dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 科技接受模型 zh_TW dc.subject (關鍵詞) 知覺有用性 zh_TW dc.subject (關鍵詞) 使用成本忍受度 zh_TW dc.title (題名) 以整合性科技接受模型探討行動支付之使用意願 zh_TW dc.title (題名) Exploring the Usage Intention of Mobile Payment Utilizing an Integrated Technology Acceptance Model en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 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-HallAfuah, A., 1998, Innovation Management: Strategies, Implementation, and Profits, Oxford University Press, New YorkBauer, 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 HillChacke, 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-WesleyFumikoFreeman, 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 onservice quality expectations, risk perceptions and purchase intentions in the dentalindustry. Journal of Service Marketing, 13(1), 59-72.Gefen, D.(2000),E-commerce: The role of familiarity and trust. Omega: TheInternational Journal of Management Science, 28(6), 725–737Hayashi.(2012). Mobile payments: What’s in it for consumers?, Economic Review, Federal Reserve Bank of Kansas CityJarvenpaa, S.L.; Tractinsky, N.; and Vitale, M. Consumer trust in anInternet store. Information Technology and Management, 1, 12 (1999), 45–71.51. Johnson, E.J. Digitizing consumer research. Journal of Consumer Research,28, 2 (2001), 331–336José 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.72-88Liang, 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, 217-230Mayer, 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 UniversityPavlou, 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 ofa 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 IDChttps://www.idc.com/getdoc.jsp?containerId=prAP43603118Customer Barometer with Googlehttps://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.pdfIDC Financial Insights` 2014 Consumer Payments Surveyhttps://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=487LINE 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 zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.ECONO.004.2019.F06 en_US
