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題名 行動二維條碼在台灣的接受因素與發展應用之研究
Acceptance, development and application of QR code in Taiwan: An extension of the Technology Acceptance Model
作者 康皓鈞
Kang, Hao Chun
貢獻者 裘錦天
Chyou, Jiin Tian
康皓鈞
Kang, Hao Chun
關鍵詞 行動條碼
二維條碼
QR Code
科技接受模式
QR Code
2D Bar Code
Mobile Application
Technology Acceptance Model
日期 2010
上傳時間 4-Sep-2013 16:56:00 (UTC+8)
摘要 行動二維條碼在日、韓的發展應用已相當成熟，過去台灣推行二維條碼時期由於手機的支援以及QR code的應用都尚未成熟，使得二維條碼在台灣並不普及。近年智慧型手機的發展逐漸普及，將能大幅提昇二維條碼更多元的應用，不僅是傳遞資訊給使用者，甚至結合了地圖導航、行銷及購票等功能。
本研究透過科技接受模式（Technology Acceptance Model, TAM）結合社會影響、促進條件、知曉型知識、操作型知識、知覺價格等影響台灣使用者意願之因素，透過問卷調查並經由結構方程模式進行驗證，分析台灣使用者的接受模式與影響因素的重要性，並給予政府、電信業者及商家在推行QR code應用上的建議。
本研究結果顯示「社會影響」及「促進條件」為最主要影響「使用意願」之因素，其次為「知覺易用性」及「知覺有用性」，「知曉型知識」與「操作型知識」則會影響「知覺易用性」及「知覺有用性」並間接影響到使用意願，台灣民眾希望使用的二維條碼服務前三名依序為取得商店及旅遊資訊、優惠卷下載、快速名片與電話輸入。因此行動業者再推行二維條碼時可考慮從社會媒體、智慧型手機的支援著手，並提供旅遊資訊及優惠卷等相關應用。
The development and application of QR code is quite advanced in Japan and Korea; in contrast, at the time when QR code was introduced in Taiwan, lack of mobile phone support and the and the limited applications of QR code meant that it was not immediately popularized in Taiwan. In recent years, the growing popularity of smart phones has enhanced the various applications of QR code, not only providing the information to the user, but also performing navigation, marketing and ticketing functions, to name a few.
This study is based on the Technology Acceptance Model, with Social Influence, Facilitating Conditions, Awareness Knowledge, Operation Knowledge and Price as the usage factors, and by verifying the structural modeling through public surveys and analyzing the importance of the Acceptance Model and other influences of users in Taiwan as the driving factors in incorporating QR code applications in the government, telecommunication carrier and business spheres.
The study results indicate that Social Influences and Facilitating Conditions are major influencing factors of Intention to Use, followed by the Perceived Ease of Use and Perceived Usefulness; the Awareness Knowledge and Operation Knowledge affect the Perceived Ease of Use and Perceived Usefulness, and indirectly affect the Intention to Use. The top three QR code services that users in Taiwan are interested in relate to information about shops and tourist points of interest, coupon downloading and the fast input of business cards. Therefore, support of the continued development of public media and smart phones, the provision of tourism information and coupons along with other applications of QR code would be factors for consideration by a telecommunication carrier proposing to integrate QR code in its services.
參考文獻 英文部分
[1] Google Favorite Places, from　http://www.google.com/help/maps/favoriteplaces/business/barcode.html
[2] QRcode.com, from http://www.qrcode.com/index-e.html　
[3] Adams, D. A; Nelson, R. R.; Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly, 16(2), 227–247.
[4] Ajzen, I., Fishbein, M. (1975). Belief, Attitude, Intention, and Behavior: An Introduction of Theory and Research. Reading, MA: Addison-Wesley.
[5] Ajzen, I. (1985). From intentions to actions: a theory of planned behavior, in J. Kuhl and J. Beckmann eds. Action Control: From Cognition to Behavior, New York: Springer Verlag, 11-39.
[6] Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 76-94.
[7] Barati, S., & Mohammadi, S.(2009). An Efficient Model to Improve Customer Acceptance of Mobile Banking. World Congress on Engineering and Computer Science, 2, October 20-22, San Francisco, USA.
[8] Bhattacherjee, A. (2000). Acceptance of e-commerce service: The case of electronic brokerages. IEEE Transactions on Systems, Man & Cybernetics: Part A, 30(4), 411-420.
[9] Bhattacherjee, A. (2002). Individual trust in online firms: scale development and initial test. Journal of Management Information Systems, 19(1), 211-241.
[10] Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit, In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models. 136-162, Newbury Park, CA: Sage.
[11] Cheong, J. H., & Park, M. (2005). Mobile internet acceptance in Korea. Internet Research, 15(2), 125-140. Emerald Group Publishing Limited.
[12] Dan Butcher (2009). Dell’s 2D-bar code sweepstakes sees 25 percent response rate. from http://www.mobilecommercedaily.com/2009/10/13/dell-runs-2d-barcode-sweepstakes-in-coupon-catalog　
[13] Davis, F. D., Bagozzi, R. P. & Warshaw, P. R. (1989), User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35( 8), 982-1003
[14] Davis, F.D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technologies. MIS Quarterly, 13(3), 319-340.
[15] Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
[16] Gay, L. R. (1992). Educational Research Competencies for Analysis and Application. New York: Macmillan.
[17] Gilford. (1954). Psychometric Methods (2nd ed.). NY : McGraw-Hill.
[18] Hung, S. Y., Ku, C. Y., & Chang, C. M. (2003). Critical factors of WAP servicesadoption: an empirical study. Electronic Commerce Research and Applications, 2(1), 42-60.
[19] Jackson, C. M., Chow, S., & Leitch, R. A. (1997). Toward an understanding of the behavioral intention to use an information system. Decision Sciences, 28(2), 357-389.
[20] Khalifa, M., Cheng, S. (2002). Adoption of Mobile Commerce: Role of Exposure. 35th Annual Hawaii International Conference on System Sciences.
[21] Louho, R., Kallioja, M., Oittinen, P. (2006). Factors Affecting the Use of Hybrid Media Applications, Graphic Arts in Finland. 35(3), 11-21
[22] Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention touse mobile banking. Computers in Human Behavior, 21(6), 873-891.
[23] Mathieson, K. (1991). Predicting User Intentions: Comparing the technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research, 2(3), 173-191.
[24] Pagani, M. (2004). Determinants of adoption of third generation mobile multimedia services. Journal of Interactive Marketing, 18(3), 46-59.
[25] Pagani, M. (2006). Determinants of adoption of high speed data services in the business market: Evidence for a combined technology acceptance model with task technology fit model. Information and Management, 43(7), 847-860.
[26] Reid Carr (2009). Case study: The benefits and pitfalls of QR codes.
from http://www.imediaconnection.com/content/26320.asp
[27] Rogers, E. M. (2003). Diffusion of innovations (5th ed.). NY: The Free Press.
[28] Straub, D., Limayem, M., & Karahanna-Evaristo, E. (1995). Measuring system usage: implications for IS theory testing. Management Science, 41(8), 1328-1342,.
[29] Szajna, B. (1996). Empirical evaluation of the revised technology acceptance model. Management Science, 42(1), 85-92.
[30] Taylor, S., & Todd, P. A. (1995). Assessing IT usage: The role of prior experience. MIS Quarterly, 19, 561-570.
[31] Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46, 186-204.
[32] Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27, 425-478.
[33] Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce? an empirical evaluation of the revised technology acceptance model. Information & Management, 42(5) 719-729.
[34] Dou, X, & Li H. (2008). Creative use of QR codes in consumer communication. International Journal of Mobile Marketing, 3(2), 61-67
[35] Yaseen, S., & Zayed, S. (2010). Exploring Critical Determinants in Deploying Mobile Commerce Technology. American Journal of Applied Sciences, 7(1), 120-126
[36] Yu, S. (2009). Factors influencing the use of mobile banking: the case of SMS-based mobile banking. Master of Computer and Information Sciences, Auckland University of Technology.

中文部分
[1] 資策會FIND (2010)，2009年行動上網裝置消費者調查：上班族為潛在使用者 低耗電量、結合通訊功能為市場開拓關鍵，取自： http://www.find.org.tw/find/home.aspx?page=many&id=250　
[2] 資策會FIND (2010)，2009年第四季我國行動上網觀測，取自：http://www.find.org.tw/find/home.aspx?page=many&id=252　
[3] 資策會FIND (2010)，通訊產業重要指標﹕台灣M指標，取自：http://www.communications.org.tw/getdetail.php?n_unit=1688　
[4] 李捷聲（2007）。二維條碼在台j字市場的機會與挑戰分析。國立臺灣大學管理學院碩士論文。
[5] 林心慧、張雲豪 （2009）。以UTAUT為基礎之消費者電子折價劵使用行為之預測模式：直接與干擾效果。中華管理評論國際學報，12(3)。
[6] 林宜洵（2004）。消費者採用電腦無線上網之行為研究。台北大學企管所碩士論文。
[7] 施欣怡（2004）。消費者採用行動資訊服務行為之研究。台北大學企管所碩士論文。
[8] 高翊群（2007）。行動導覽服務使用者接受模式分析-創新擴散之觀點。大同大學資訊經營系碩士論文。
[9] 陳建源（2008）。制度信任、認知有用性、認知易用性對消費者使用意圖之影響—以行動商務為例。國立成功大學高階館裡碩士論文。
[10] 馮天韻（2009）。台灣3G應用服務之採用影響因素的探討。國立交通大學工業工程與管理系碩士論文。
[11] 黃子菁（2007）。行動條碼應用之現況與未來。元智大學資訊管理學系碩士論文。
[12] 蔣孟潔（2007）。行動部落格採用意圖之初探。國立高雄應用科技大學資訊管理系碩士論文。
[13] 蔡宛栩 （2008）。QR Code 於農產品產銷履歷之應用。科技發展政策報導，91(4)，91-95 。
[14] 蔡慧星、洪進福（2008）。行動二維條碼技術與應用實例。電信研究，38(6)，815-831。
[15] 戴利芩（2008）。行動條碼與行動商務在產業上的發展與應用。虎尾科技大學資訊管理學系碩士論文。
[16] 蘇義傑（2008）。由科技面與經濟面研究WiMAX行動服務接受意願。大同大學資訊經營系碩士論文。
描述 碩士
國立政治大學
資訊管理研究所
96356010
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096356010
資料類型 thesis
dc.contributor.advisor 裘錦天zh_TW
dc.contributor.advisor Chyou, Jiin Tianen_US
dc.contributor.author (Authors) 康皓鈞zh_TW
dc.contributor.author (Authors) Kang, Hao Chunen_US
dc.creator (作者) 康皓鈞zh_TW
dc.creator (作者) Kang, Hao Chunen_US
dc.date (日期) 2010en_US
dc.date.accessioned 4-Sep-2013 16:56:00 (UTC+8)-
dc.date.available 4-Sep-2013 16:56:00 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2013 16:56:00 (UTC+8)-
dc.identifier (Other Identifiers) G0096356010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60200-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 96356010zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 行動二維條碼在日、韓的發展應用已相當成熟，過去台灣推行二維條碼時期由於手機的支援以及QR code的應用都尚未成熟，使得二維條碼在台灣並不普及。近年智慧型手機的發展逐漸普及，將能大幅提昇二維條碼更多元的應用，不僅是傳遞資訊給使用者，甚至結合了地圖導航、行銷及購票等功能。
本研究透過科技接受模式（Technology Acceptance Model, TAM）結合社會影響、促進條件、知曉型知識、操作型知識、知覺價格等影響台灣使用者意願之因素，透過問卷調查並經由結構方程模式進行驗證，分析台灣使用者的接受模式與影響因素的重要性，並給予政府、電信業者及商家在推行QR code應用上的建議。
本研究結果顯示「社會影響」及「促進條件」為最主要影響「使用意願」之因素，其次為「知覺易用性」及「知覺有用性」，「知曉型知識」與「操作型知識」則會影響「知覺易用性」及「知覺有用性」並間接影響到使用意願，台灣民眾希望使用的二維條碼服務前三名依序為取得商店及旅遊資訊、優惠卷下載、快速名片與電話輸入。因此行動業者再推行二維條碼時可考慮從社會媒體、智慧型手機的支援著手，並提供旅遊資訊及優惠卷等相關應用。		zh_TW
dc.description.abstract (摘要) The development and application of QR code is quite advanced in Japan and Korea; in contrast, at the time when QR code was introduced in Taiwan, lack of mobile phone support and the and the limited applications of QR code meant that it was not immediately popularized in Taiwan. In recent years, the growing popularity of smart phones has enhanced the various applications of QR code, not only providing the information to the user, but also performing navigation, marketing and ticketing functions, to name a few.
This study is based on the Technology Acceptance Model, with Social Influence, Facilitating Conditions, Awareness Knowledge, Operation Knowledge and Price as the usage factors, and by verifying the structural modeling through public surveys and analyzing the importance of the Acceptance Model and other influences of users in Taiwan as the driving factors in incorporating QR code applications in the government, telecommunication carrier and business spheres.
The study results indicate that Social Influences and Facilitating Conditions are major influencing factors of Intention to Use, followed by the Perceived Ease of Use and Perceived Usefulness; the Awareness Knowledge and Operation Knowledge affect the Perceived Ease of Use and Perceived Usefulness, and indirectly affect the Intention to Use. The top three QR code services that users in Taiwan are interested in relate to information about shops and tourist points of interest, coupon downloading and the fast input of business cards. Therefore, support of the continued development of public media and smart phones, the provision of tourism information and coupons along with other applications of QR code would be factors for consideration by a telecommunication carrier proposing to integrate QR code in its services.		en_US
dc.description.tableofcontents 目錄..........I
圖目錄..........III
表目錄..........IV
第一章、緒論..........1
1.1、研究背景..........1
1.2、研究動機..........2
1.3、研究目的..........3
1.4、研究問題..........4
1.5、研究範圍與限制..........4
1.6、研究流程...........5
第二章　文獻探討..........6
2.1、國內手機與行動上網市場概況..........6
2.2、行動二維條碼..........9
2.2.1、二維條碼的定義..........9
2.2.2、二維條碼的種類..........10
2.2.3、台灣二維條碼的規格..........12
2.2.4、QR Code的結構..........14
2.2.5、QR Code的解碼過程..........17
2.2.6、二維條碼特性..........18
2.2.7、二維條碼主要應用項目..........19
2.2.8、二維條碼過去的相關研究..........21
2.3、國內外二維條碼應用案例..........24
2.3.1、日本二維條碼應用案例..........24
2.3.2、歐美國家二維條碼應用案例..........27
2.3.3、台灣二維條碼應用案例..........30
2.4、科技接受模式..........33
2.4.1、科技接受模式簡介..........33
2.4.2、其他相關變項..........36
2.4.3、科技接受模式過去相關研究..........39
第三章　研究方法..........42
3.1、業者訪談..........43
3.1.1、半結構式深度訪談法..........43
3.1.2、訪談對象及問題..........44
3.1.3、訪談結果..........46
3.2、科技接受模式..........48
3.2.1、研究架構..........48
3.2.2、研究假設..........51
3.2.3、變數定義與衡量..........53
3.3、問卷調查與設計..........58
3.3.1、調查方法與抽樣..........58
3.3.2、問卷設計..........58
3.4、資料分析方法..........59
3.4.1、敘述性統計分析..........59
3.4.2、信度及效度分析..........59
3.4.3、模型配適度評估..........60
3.4.4、結構模型路徑分析..........62
第四章　資料分析與結果..........63
4.1、敘述性統計分析..........63
4.2、信度分析..........70
4.3、效度分析..........72
4.3.1、收斂效度..........72
4.3.2、區別效度..........77
4.4、模型配適度評估..........79
4.5、結構模型路徑分析..........81
第五章　結論與建議..........89
5.1、結論..........90
5.2、建議..........94
5.3、未來研究建議..........96
參考文獻..........97
附錄（一）－業者訪談內容..........101
附錄（二）－正式問卷..........108		zh_TW
dc.format.extent 2377987 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096356010en_US
dc.subject (關鍵詞) 行動條碼zh_TW
dc.subject (關鍵詞) 二維條碼zh_TW
dc.subject (關鍵詞) QR Codezh_TW
dc.subject (關鍵詞) 科技接受模式zh_TW
dc.subject (關鍵詞) QR Codeen_US
dc.subject (關鍵詞) 2D Bar Codeen_US
dc.subject (關鍵詞) Mobile Applicationen_US
dc.subject (關鍵詞) Technology Acceptance Modelen_US
dc.title (題名) 行動二維條碼在台灣的接受因素與發展應用之研究zh_TW
dc.title (題名) Acceptance, development and application of QR code in Taiwan: An extension of the Technology Acceptance Modelen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 英文部分
[1] Google Favorite Places, from　http://www.google.com/help/maps/favoriteplaces/business/barcode.html
[2] QRcode.com, from http://www.qrcode.com/index-e.html　
[3] Adams, D. A; Nelson, R. R.; Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly, 16(2), 227–247.
[4] Ajzen, I., Fishbein, M. (1975). Belief, Attitude, Intention, and Behavior: An Introduction of Theory and Research. Reading, MA: Addison-Wesley.
[5] Ajzen, I. (1985). From intentions to actions: a theory of planned behavior, in J. Kuhl and J. Beckmann eds. Action Control: From Cognition to Behavior, New York: Springer Verlag, 11-39.
[6] Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 76-94.
[7] Barati, S., & Mohammadi, S.(2009). An Efficient Model to Improve Customer Acceptance of Mobile Banking. World Congress on Engineering and Computer Science, 2, October 20-22, San Francisco, USA.
[8] Bhattacherjee, A. (2000). Acceptance of e-commerce service: The case of electronic brokerages. IEEE Transactions on Systems, Man & Cybernetics: Part A, 30(4), 411-420.
[9] Bhattacherjee, A. (2002). Individual trust in online firms: scale development and initial test. Journal of Management Information Systems, 19(1), 211-241.
[10] Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit, In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models. 136-162, Newbury Park, CA: Sage.
[11] Cheong, J. H., & Park, M. (2005). Mobile internet acceptance in Korea. Internet Research, 15(2), 125-140. Emerald Group Publishing Limited.
[12] Dan Butcher (2009). Dell’s 2D-bar code sweepstakes sees 25 percent response rate. from http://www.mobilecommercedaily.com/2009/10/13/dell-runs-2d-barcode-sweepstakes-in-coupon-catalog　
[13] Davis, F. D., Bagozzi, R. P. & Warshaw, P. R. (1989), User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35( 8), 982-1003
[14] Davis, F.D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technologies. MIS Quarterly, 13(3), 319-340.
[15] Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
[16] Gay, L. R. (1992). Educational Research Competencies for Analysis and Application. New York: Macmillan.
[17] Gilford. (1954). Psychometric Methods (2nd ed.). NY : McGraw-Hill.
[18] Hung, S. Y., Ku, C. Y., & Chang, C. M. (2003). Critical factors of WAP servicesadoption: an empirical study. Electronic Commerce Research and Applications, 2(1), 42-60.
[19] Jackson, C. M., Chow, S., & Leitch, R. A. (1997). Toward an understanding of the behavioral intention to use an information system. Decision Sciences, 28(2), 357-389.
[20] Khalifa, M., Cheng, S. (2002). Adoption of Mobile Commerce: Role of Exposure. 35th Annual Hawaii International Conference on System Sciences.
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