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作者:張尚達
作者(英文):Shang-Da Chang
論文名稱:既生瑜何生亮:無鈔化時代啟動現金式微?探討消費者使用行動支付的認知、顧慮、曖昧
論文名稱(英文):One Nation Can’t Have Two Queens: Cash or Cashless? The Study of Consumers’ Cognition, Concerns, and Ambiguity on Mobile Payment
指導教授:池文海
指導教授(英文):Wen-Hai Chih
口試委員:王又鵬
袁劍雲
口試委員(英文):Yu-Peng Wang
Che-Yun Yuan
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610532519
出版年(民國):107
畢業學年度:107
語文別:中文
論文頁數:180
關鍵詞:三成份態度模型情感信任資訊隱私顧慮持續意圖中止使用意圖
關鍵詞(英文):Tricomponent Attitude ModelAffective TrustInformation Privacy ConcernsContinuance IntentionDiscontinuance Usage Intention
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無鈔(紙)化的行動支付交易已成為全球重要趨勢,本研究使用三成份態度模型作為研究理論與實證基礎,探索消費者正、負向認知及情感觸發對行動支付的使用意圖。研究發現信任是行動支付領域影響持續意圖的關鍵因素,情感信任相較認知信任對持續意圖影響具更強的效果,品牌認同與相似性均顯著正向影響情感信任,品牌認同是影響認知信任最重要的因素,而認知信任是影響情感信任最重要的因素。模稜兩可與資訊隱私顧慮均顯著正向影響知覺不確定,但是資訊安全顧慮沒有顯著正向影響消費者知覺不確定,而知覺不確定顯著正向影響中止使用意圖。
Cashless mobile payment has become an important trend in the world. This study investigates the relationships among consumers’ positive and negative cognition, affection, and usage intention on mobile payment by adoption the tricomponent attitude model as the theoretical background. The results indicate that trust is the key factor of continuance intention in mobile payment. Affective trust has a stronger effect on continuance intention than cognitive trust does. Both brand identification and similarity have significant and positive effects on affective trust. Brand identification is the most important factor of cognitive trust. In addition, cognitive trust is the most important factor of affective trust. Both ambiguity and information privacy concerns have significant and positive effects on perceived uncertainty. Information security concerns do not have a significant and positive effect on consumer perceived uncertainty which subsequently has a significant and positive effect on discontinuance usage intention.
致謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與研究目的 8
第四節 研究重要性與貢獻 10
第五節 研究範圍與對象 11
第六節 研究流程 11
第二章 文獻探討 13
第一節 三成份態度模型(Tricomponent Attitude Model) 13
第二節 品牌認同與技術品質(Brand & Technology Factors) 15
第三節 資訊隱私顧慮與資訊安全顧慮(Concerns Factors) 20
第四節 相似性與模稜兩可(Ambiguity Factors) 25
第五節 認知信任與情感信任關係 28
第六節 認知信任、情感信任與持續意圖關係 30
第七節 知覺不確定與中止使用意圖關係 32
第三章 研究方法 37
第一節 研究架構與研究假說 37
第二節 研究變數操作性定義與衡量 39
第三節 問卷設計 53
第四節 資料蒐集方法 55
第五節 資料分析方法 55
第六節 共同方法變異問題處理與檢測 57
第七節 前測問卷分析結果 58
第四章 資料分析 65
第一節 正式問卷發放 65
第二節 敘述性統計分析 67
第三節 共同方法變異檢測 77
第四節 信度與效度分析 82
第五節 模型檢測-結構模式 94
第六節 競爭模型分析比較 103
第七節 中介效果分析 108
第八節 討論 111
第五章 結論與建議 123
第一節 結論 123
第二節 管理意涵與貢獻 124
第三節 研究限制與未來研究建議 134
參考文獻 137
附錄一、前測問卷 180
附錄二、英文原始量表 184
附錄三、前測共同方法變異檢測-探索性因素分析 187
附錄四、前測共同方法變異檢測-驗證性因素分析 188
附錄五、前測模型配適度檢測 191
附錄六、前測各構面量表收斂效度分析 192
附錄七、前測區別效度分析暨變數相關係數表 197
附錄八、前測各構面信度分析 198
附錄九、正式問卷 203
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