臺灣博碩士論文加值系統

網際網路的發展業已改變人與人之間的資訊交流管道，拜Web的相關應用、行動科技及政府推動之賜，國內已逐漸發展出新的行動經濟型態，加上行動商務具有不受時空限制的特性，其所屬之應用與服務應存在研究與分析的價值。
本研究以行動商務之金流為切入點，乃因行動付費屬於與貨幣交易相關的金流服務，而其中小額支付行為與人們的生活習習相關。因此，本研究為提出消費者採用行動小額付款的行為模式，以任務－科技配適度探討消費者的內在配適及電子商務系統成功模型形成行動小額付款機制的外在品質，並藉內、外在層面因素探究對消費者認知及態度的影響，以建構行動小額付款成功模式。
研究結果指出，消費者的生活需求及行動自我效能顯著影響配適度，其中行動自我效能的影響能力大於生活需求；配適度對認知態度因素的影響力大小依序為認知價值、使用意圖及滿意度。付款機制的品質因素方面，服務品質對認知價值的直接影響最大，其次為系統及資訊品質；系統、資訊品質對滿意度的直接影響顯著，服務品質則未達顯著條件。以間接影響角度來看，服務品質對滿意度的顯著解釋力必須透過認知價值的中介，其對使用意圖的影響力亦大於系統及資訊品質。經實證分析之結果，顯見提升消費者的需求程度、操作行動小額付款能力及加強專業化服務，為相關業者在開發及經營付費系統上尤應特別注重者，期許為國內電信、金融業者提供營運策略的參考及建議。

The Internet has yet changed the channels of information communication between human beings. In Taiwan, new mobile economy is developing as result of the promotion of web-related applications, mobile technology and government policy. Furthermore, mobile commerce is not restricted by time and space, so the research and analyses concerning its following applications and services should be valuable.
This study commence with the cash flow as mobile payment is part of the cash flow services of mobile commerce, and the micro payment mechanism is closely related to human daily life. Consequently, this study aims at consumers’ behavioral patterns toward mobile micro-payment (MMP) and applies task-technology fit (TTF) and e-commerce system success model to probe into the cognition and affections through the factors of consumers’ intrinsic fit and extrinsic qualities of MMP systems.
The results indicated that, consumers’ life requirements and mobile self-efficacy significantly influence TTF, and the influences of TTF toward cognition and affections are in turn perceived value, use intention, and satisfaction. As to the extrinsic factors, the direct influences toward perceived value are in turn service, system and information quality. System and information quality have have significant direct influences toward satisfaction, but service quality does not. Focus on the indirect influences of perceived value mediation, service quality has significant influence toward satisfaction, and its influence toward use intention is greater than the other two extrinsic valuables. Obviously, to raise consumer demands and operational capability and enhance professional services of MMPs could improve the shortcomings and prompt the prevalence of MMPs. This study is expected to provide references and comments to the telecommunication and financial institutions on strategies.

誌謝辭 I
中文摘要 II
英文摘要 III
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 11
第三節 研究流程 13
第二章 文獻探討 15
第一節 行動商務(MOBILE COMMERCE) 16
一、 行動商務之定義與特性 16
二、 行動商務的架構與型態 21
三、 行動商務之應用與服務 23
四、 小結 35
第二節 行動小額付款 36
一、 行動小額付款(Mobile Micro-Payment)之定義 36
二、 行動小額付款之型態與架構 38
三、 行動小額付款導入之成功因素 58
四、 小結 61
第三節 任務－科技配適理論 61
一、 任務－科技配適度之意涵 62
二、 使用與配適的整合：科技－績效鏈 69
三、 小結 76
第四節 資訊系統成功模式 77
一、 資訊系統成功模式之意涵 77
二、 更新後的資訊系統成功模式 78
三、 電子商務系成功模式 89
四、 小結 91
第五節 行動小額付款成功模式之推導 92
一、 認知價值(Perceived Value)之導入 92
二、 任務－科技配適度與認知價值之關係 94
三、 任務－科技配適度與使用者滿意度之關係 95
四、 任務－科技配適度與使用意圖之關係 96
五、 小結 97
第三章 研究方法 98
第一節 理論之推演 99
第二節 潛在構面之定義 103
第三節 研究假設 107
第四節 研究模型 111
第五節 操作型定義 113
第六節 問卷設計 116
第七節 問卷調查與抽樣方法 122
一、 前測 122
二、 正式發放問卷 123
第八節 資料分析方法 123
一、 敘述性統計分析 124
二、 結構方程模式 124
第九節 前測施行與信、效度 129
一、 項目分析 129
二、 信度分析 131
三、 驗證性因素分析 133
第四章 資料分析與結果 137
第一節 基本資料分析 138
第二節 模式評估 141
一、 常態性檢定 141
二、 多元共線性檢定 143
第三節 測量與結構模型的配適度 144
一、 基本配適度 145
二、 SEM的外在品質 147
三、 SEM的內在品質 151
第四節 假說檢定 159
第五節 直接效果、間接效果與總效果 165
一、 直接效果 165
二、 間接效果 167
三、 總效果 169
第五章 結論與建議 173
第一節 研究結論 174
第二節 研究貢獻 180
第三節 研究限制 182
第四節 後續研究建議 183
附錄A　研究問卷 211
附錄B 　LISREL變異數共變矩陣 214
附錄C 正式測量之結構方程模型 216
附錄D LISREL分析語法 217

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二、中文部分
1.丁誌魰、黃俊瑋 (2008)，線上拍賣購買意願模型之研究，資訊管理學報，15(3)，2008/7，頁83-112。
2.台灣網路資訊中心TWNIC (2008)，2008年「台灣寬頻網路使用調查」，台北：台灣網路資訊中心。
3.行政院國家資訊通信發展推動小組NICI (2007)，206-2007資訊國力年鑑：發展優質網路社會，台北：行動政國家資訊通信發展推動小組。
4.李炳昌 (1999)，應用在網際網路上的小額付款協定，新竹：國立交通學學資訊管理所碩士論文。
5.李淑芳 (2008)，購物網站之網路顧客關係管理對忠誠度影響－顧客觀點，資訊管理學報，15(4)，2008/10，頁177-204。
6.李榮謙、方耀 (2001)，電子支付系統與電子貨幣：發展、影響及適當的管理架構，中央銀行季刊，23(3)，2001/9，頁7-50。
7.周子敬 (2006)，結構方程模式(SEM)－精通LISREL，台北：全華。
8.林心慧、曾琬婷 (2008)，顧客觀點之線上旅遊系統成功模式：整合理性層級理論與心流理論，電子商務學報，10(3), 2008/9, 頁689-714。
9.林東清 (2005)，資訊管理：e化企業的核心競爭力，台北市：智勝。
10.邱皓政 (2003)，結構方程模式：LISREL的理論、技術與應用，台北：雙葉。
11.徐聖訓 (2009)，LISREL新手入門－在結構方程模式的應用，台中：滄海。
12.祝道松、盧正宗、徐雅培 (2007)，制度型信任機制與知覺風險影響網路消費者購物意圖之研究－以Yahoo!奇摩購物為例，電子商務學報，9(2)，2007/6，頁291-320。
13.梁定澎、歐陽彥晶 (2006)，如影隨行的行動商務，科學發展，399，2006/3，頁 42-47。
14.陳建文、李有仁、嚴秀茹、鄭江宇 (2008)，消費者使用購物網站之行為模式，資訊管理學報，15(3)，2008/7，頁1-28。
15.陳禹辰、尚榮安、簡嘉信 (2008)，網路消費者再購意圖之研究：轉換成本觀點之分析，電子商務學報，10(2)，2008/6，頁465-490。
16.陳嘉鐘、陳三益 (2002)，小額付款發展現況及趨勢，台灣金融財務季刊，3(1)，2002/3，頁49-64。
17.黃維中 (2005)，行動小額付款應用現況，財金資訊雙月刊，第041期。
18.鄭美枝 (2000)，台灣電子付款機制之發展與消費者偏好結構調查，台北：台灣大學商學研究所碩士論文。
19.鄧盈嘉 (2007)，網路拍賣之顧客關係管理績效評估要素，電子商務學報，9(1)，2007/3，頁49-70。
20.蕭銘雄、鄭曉平 (2008)，以延伸式科技接受模型探討消費者線上投保人壽保險之意願，電子商務學報，10(1)，2008/3，頁1-26。
 
三、網頁資料
1.Miniwatts Marketing Group (2008). Internet World Stats. Source: http://www.internetworldstats.com/top25.htm [2008/10/27]
2.Wikipedia (2008). Fleet Management. Source: http://en.wikipedia.org/wiki/Fleet_management [2008/11]
3.Wikipedia (2008). Mobile Commerce. Source: http://en.wikipedia.org/wiki/Mobile_commerce [2008/11]
4.Wikipedia (2008). Mobile Payment. Source: http://en.wikipedia.org/wiki/Mobile_payment [2008/11]
5.行政院國家資訊通信發展推動小組 (2004)，「M台灣計畫」簡介，來源：http://www.nici.nat.gov.tw/content/application/nici/generala/guest-cnt-browse.php?cnt_id=407 [2004/8/19]
6.林培淵 (2005)，行動遊戲市場現況與趨勢，來源：http://blog.roodo.com/ccu_telecom/archives/838870.html [2008/11]
7.資策會FIND (2008)，2008年我國無線寬頻上網現況與需求調查，來源：http://www.find.org.tw/find/home.aspx?page=many&;id=199 [2008/10/27]
8.資策會FIND (2008)，2008年第二季我國行動上網觀測，來源：http://www.find.org.tw/find/home.aspx?page=many&;id=203 [2008/10/28]
9.資策會MIC (2006)，整合網路與行動的Mobile Internet將成為關鍵商機，來源：http://mic.iii.org.tw/intelligence/pressroom/pop_pressFull.asp?sno=285&;crcr=2006/11/15 [2006/11/15]