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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 1-二月-2021 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
dc.contributor.advisor 周冠男zh_TW
dc.contributor.advisor Chou, Kuan-Nanen_US
dc.contributor.author (作者) 許馨心zh_TW
dc.contributor.author (作者) Hsu, Hsin-Hsinen_US
dc.creator (作者) 許馨心zh_TW
dc.creator (作者) Hsu, Hsin-Hsinen_US
dc.date (日期) 2020en_US
dc.date.accessioned 1-二月-2021 14:31:35 (UTC+8)-
dc.date.available 1-二月-2021 14:31:35 (UTC+8)-
dc.date.issued (上傳時間) 1-二月-2021 14:31:35 (UTC+8)-
dc.identifier (其他 識別碼) G0107363029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133984-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 107363029zh_TW
dc.description.abstract (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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 摘要...............................................2
ABSTRACT...........................................3
CONTENTS...........................................4
LIST OF FIGURES....................................5
LIST OF TABLES.....................................6
Chapter 1 Introduction ............................7
Chapter 2 Literature review........................10
Chapter 3 Research model and hypotheses............15
Chapter 4 Research method..........................18
Chapter 5 Theoretical Analysis.....................22
Chapter 6 Conclusions..............................30
Appendix. Questionnaire............................33
Reference..........................................39		zh_TW
dc.format.extent 978439 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363029en_US
dc.subject (關鍵詞) 科技接受模式zh_TW
dc.subject (關鍵詞) 計畫行為理論zh_TW
dc.subject (關鍵詞) 網路基金智能平台zh_TW
dc.subject (關鍵詞) Technology Acceptance Modelen_US
dc.subject (關鍵詞) Theory of Planned Behavioren_US
dc.subject (關鍵詞) Online funds intelligent platformen_US
dc.title (題名) 影響投資人使用網路基金智能平台因素分析zh_TW
dc.title (題名) Factors influencing investors to adopt online funds intelligent platformen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (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.		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202100025en_US