臺灣博碩士論文加值系統

儘管全球經濟面臨衰退隱憂，但智慧型手機銷售卻絲毫不見減緩態勢，拓墣產業研究所預測，2011年全球手機出貨量（不含白牌）將達16億支，年成長率僅11%，其中智慧型手機出貨量達4.5億支，成長率超過六成，滲透率為27.95%。預計2012 年成長動能持續，在新興市場需求以及平價化的帶動下，智慧型手機出貨量將逼近6億大關，滲透率更超過三分之一，預估到了2015年，全球半數手機皆為智慧型手機的天下。然而以NFC附加於智慧型手機時，能否讓使用者的生活更便捷，相對於現有使用智慧型手機的消費者，或預計、或尚在觀察的潛在用戶，會不會因此產生多少的影響程度。
本研究以科技接受模式(TAM)為問卷架構基礎，以『知覺有用性』及『知覺易用性』為二大影響因素，加上對手機的需求程度(依賴度)、對NFC新科技的保密安全性及對使用NFC應用需額外付費接受程度的三個構面變數。用以了解因NFC附加於智慧型手機後，對消費者行為改變的程度，並以SPSS 19.0 統計分析套裝軟體進行分析處理與假說檢定。研究結果顯示『知覺有用性』及『知覺易用性』、對手機的需求程度(依賴度)、對新科技的接受度(滿意度)及對使用NFC應用需額外付費接受程度，皆會正向影響消費者使用NFC智慧型手機的行為意圖。

Although the global economy is facing recession worries, the sales strength of smart phone did not see slow down. The global handset shipments reach 1.6 billion sets in 2011, annual growth rate of only 11% (excluding white box cell phone) the smart phone shipments of 450 million, a growth rate of more than 60%, penetration rate of 27.95%, the Topology Research Institute. Because the driven both of emerging market demand and the parity trend commodities, expected 2012 growth momentum continued in smart mobile phone, the shipments approach 600 hundred million mark, the penetration rate of more than one-third predicted that by 2015, half of the world mobile phones are for the world of smart phones. However when smart phones has NFC function, except to grasp whether the existing use of smart phones life would more convenient or not, to pay attention to the degree of the user are expected, or are still under observation of impact.
In this study, the Technology Acceptance Model (TAM), perceived usefulness and perceived ease of use questionnaire architectural foundation for the two influencing factors, coupled with the demand for mobile phones (dependence), the acceptance of new technology (satisfaction) and an additional fee on the use of NFC applications to an acceptable level of the three dimensions of variables. To understand the extent of changes in consumer behavior to use the Smartphone’s NFC function, and the SPSS 19.0 statistical analysis software to conduct analysis to deal with hypothesis testing. The results showed that the perceived usefulness and perceived ease of use, level of demand for mobile phones (dependence), acceptance of new technology acceptance (satisfaction) and the use of NFC applications at an additional cost, all will positive impact on consumer behavioral intention to use the NFC smart phones.

目 錄
ABSTRACT ...................................................... II
誌 謝 .................................................... III
目 錄 ........................................................ IV
表目錄 ....................................................... VII
圖目錄 ...................................................... VIII
第一章 緒 論 .................................................. 1
1.1 研究背景與動機 .......................................... 1
1.2 研究目的 ................................................ 6
1.3 研究流程 ................................................ 7
1.3.1 研究動機與目的 ....................................... 7
1.3.2 確立研究方向 ......................................... 7
1.3.3 文獻探討分析 ......................................... 7
1.3.4 問卷設計與前測並修正內容 ............................. 7
1.3.5 發放問卷 ............................................. 8
1.3.6 問卷蒐集與分析 ....................................... 8
1.3.7 結論與建議 ........................................... 8
v
第二章 文獻探討 ............................................... 10
2.1 行動通訊定義 ........................................... 10
2.2 NFC(近距離無線通訊) .................................... 10
2.3 NFC於智慧型手機的發展與運用 ............................ 13
2.4 智慧型手機的定義 ....................................... 16
2.5 科技接受模型(TAM) ...................................... 17
2.6 消費者行為理論 ......................................... 19
2.6.1 消費者行為定義 ...................................... 19
2.6.2 消費者行為理論 介紹 .................................. 20
第三章 研究方法 ............................................... 24
3.1 研究架構 ................................................ 24
3.2 研究假設 ................................................ 24
3.3 問卷設計 ................................................ 27
3.4 問卷前測、發放與回收 ..................................... 30
3.4.1 問卷前測 ............................................ 30
3.4.2 問卷發放與回收 ...................................... 30
3.5 資料分析方法 ........................................... 30
3.6 問卷信度分析 ........................................... 31
vi
第四章 資料處理與統計分析 ..................................... 32
4.1 敘述性統計分析 ......................................... 32
4.2 衡量問項之結構分析 ..................................... 36
4.1.3 剔除干擾因子變數後的衡量問項之結構分析 .............. 37
4.3. 相關係數分析 .......................................... 38
4.4 研究假設之檢定 ......................................... 41
第五章 結論與建議 ............................................. 42
5.1 研究結論 ............................................... 42
5.2 研究建議 ............................................... 43
5.3 後續研究建議 ........................................... 44
參考文獻 ...................................................... 45
附錄 .......................................................... 48

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