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作者:彭雲鳳
作者(英文):Yun-Feng Peng
論文名稱:行動支付使用意願因素之研究
論文名稱(英文):A Study of exploring Mobile Payment on Behavioral Intention
指導教授:林達榮
指導教授(英文):Tyrone T. Lin
口試委員:李家琪
張巧真
口試委員(英文):Chia-Chi Lee
Chiao-Chen Chang
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
學號:610533503
出版年(民國):107
畢業學年度:106
語文別:中文
論文頁數:106
關鍵詞:行動支付使用意願整合性科技接受模式信任安全性知覺價值
關鍵詞(英文):Mobile PaymentBehavioral IntentionUTAUTTrustSecurityPerceived Value
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本文旨在運用整合性科技接受模式、知覺價值、信任與安全性相關構面對於消費者使用行動支付意願之關連性研究。本文採用問卷調查法進行,以曾經使用過行動支付之消費者為研究對象,回收有效樣本共計574份,採多元迴歸模型進行實證分析。研究結果顯示: (1)績效預期、易用預期、社交影響、促成條件、信任與知覺價值對行動支付使用意願呈現正向顯著性影響,安全性對於行動支付使用意願並無顯著影響;(2) 信任及安全性透過中介知覺價值對行動支付使用意願呈現正向顯著性影響。研究結果期能提供金融業與相關產業在行動支付上擬定推展方針,提升行動支付於日常生活中之易用與效率,並提高使用信任度及安全性,以達到增加行動支付使用率之目的。
This thesis examines the factors that influence consumers’ intention to use mobile payments that leverage UTATU (Unified Theory of Acceptance and Use of Technology), Perceived Value, Trust, and Security. This study introduces the questionnaire method with multiple regressions to implement empirical analyses, and the samples are issued to users who have mobile payment experience and 574 responses were received. Performance expectancy, effort expectancy, social influence, facilitating conditions, trust and perceived value have a significantly positive effect on the mobile payment behavioral intention. However, there is no strong correlation between security and mobile payment behavioral intention. Additionally, trust has an additional positive influence on mobile payment utilization intention, affecting through perceived value. This thesis provides market expanding guidelines for financial and related industries. In order to increase the mobile payment utilization rate, it may enhance the mobility and efficiency of mobile payments in daily activities and augment customer trust and operation security.
謝 誌 I
摘 要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究架構與流程 6
第二章 文獻探討與假說建立 7
第一節 行動支付 7
第二節 整合性科技接受模式 10
第三節 信任 16
第四節 安全性 18
第五節 知覺價值 19
第六節 假說發展 21
第三章 研究設計 27
第一節 研究架構與研究變數之操作型定義 27
第二節 問卷設計、內容及前測分析 30
第三節 資料分析方法 31
第四章 實證結果與分析 33
第一節 樣本之敘述性統計分析 33
第二節 量表之效度、信度與因素分析 44
第三節 量表之敘述性統計分析 50
第四節 相關性分析 54
第五節 中介效果 55
第六節 多元迴歸結果分析 57
第七節 控制變項迴歸結果分析 64
第八節 單因子變異數分析 65
第五章 結論與建議 69
第一節 結論與實務建議 69
第二節 研究限制 72
第三節 後續研究建議 73
第四節 相關研究業務報告書 75
參考文獻 76
附錄一【前測結果】 91
附錄二【樣本初步構面之主成分因素分析】 93
附錄三【問卷調查表】 94
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