臺灣博碩士論文加值系統

比特幣是近年來的現象，引起了許多政府，機構和消費者的關注和興趣。比特幣是最有利可圖和最需要的加密貨幣，代表了全球信託貨幣的替代品;每天獲得更多投資者。
本研究試圖探索和解釋使用技術接受模型（TAM）激發比特幣購買意圖的過程，了解其背景和技術特徵，分析使潛在投資者俱有吸引力的加密貨幣的因素。 TAM模型為本研究提供了進一步可靠和一致的因素。
為了探索上述因素，開發了一個定量問卷，旨在從選定的目標人群中獲得答案。從文獻綜述來看，所考慮的構造測量是信任和風險作為外部因素，感知易用性和感知有用性作為消費者動機，購買意圖作為消費者行為。
將使用統計方法（例如描述性統計，探索性因子分析（EFA），多元線性回歸分析和中介分析）分析先前因素中的每一個。將對結果進行解釋，為本研究中提出的假設提供驗證。
從樣本人群中可以看出，比特幣的使用易用性和感知有用性對其購買意願有顯著影響，但風險和信任對購買意願沒有顯著影響。

關鍵詞：比特幣，購買意願，信任，風險，技術接受模型

Bitcoin is a recent-years phenomenon that is getting the attention and interest from many governments, institutions and consumers. Bitcoin stands as the most profitable and demanded cryptocurrency, representing an alternative to the trust-based currencies all over the world; obtaining more investors day by day.
This research tries to explore and explain the process that motivates the purchase intention of Bitcoin using the Technological Acceptance Model (TAM), learning about its background and technological features, analyzing the factors that make attractive this cryptocurrency to potential investors. The TAM model provide us further reliable and consistent factors to be analyzed in this research.
In order to explore the factors mentioned above, a quantitative questionnaire is developed, aiming to get answers from a selected target population. From the literature review, the construct measurements considered are Trust and Risk as External Factors, Perceived Ease of Use and Perceived Usefulness as Consumer Motivation, and Purchase Intention as Consumer Behavior.
Each one of the previous factors are going to be analyzed using statistical methods such as Descriptive Statistics, Exploratory Factor Analysis (EFA), Multiple Linear Regression Analysis, and Mediation Analysis. The results are going to be explained, providing validation to the hypotheses formulated in this research.
From the sample population, it has been found the significant effects of Perceived Ease of Use and Perceived Usefulness of Bitcoin on its Purchase Intention, nonetheless Risk and Trust don’t have significant impact on Purchase Intention.

Keywords: Bitcoin, Purchase Intention, Trust, Risk, Technology Acceptance Model

Chapter1 – Introduction ------------------------------------------------------------------- 1
1.1. Research Background ------------------------------------------------------------------ 1
1.1.1. Bitcoin Definition --------------------------------------------------------------- 1
1.1.2. Bitcoin Structure ----------------------------------------------------------------- 1
1.1.3. Bitcoin Acceptance and Consume Evolution -------------------------------------- 2
1.2. Research Motivation -------------------------------------------------------------------- 2
1.3. Research Objectives -------------------------------------------------------------------- 3
1.4. Research Questions --------------------------------------------------------------------- 4
Chapter 2 – Literature Review ---------------------------------------------------------------- 5
2.1. Bitcoin ---------------------------------------------------------------------------------- 5
2.2. Technology Acceptance Model ---------------------------------------------------------- 6
2.2.1. Perceived Ease to Use ----------------------------------------------------------------- 8
2.2.2. Perceived Usefulness ----------------------------------------------------------------- 8
2.2.3. Trust---------------------------------------------------------------------------------- 9
2.2.4. Risk ----------------------------------------------------------------------------------- 9
2.2.5. Purchase Intention -------------------------------------------------------------------- 10
Chapter 3 – Research Methodology --------------------------------------------------------- 11
3.1. Conceptual Framework ----------------------------------------------------------------- 11
3.2. Research Hypotheses ------------------------------------------------------------------- 12
3.3. Questionnaire Design ------------------------------------------------------------------- 13
3.3.1. Screening Question ------------------------------------------------------------------- 13
3.3.2. Demographic Questions -------------------------------------------------------------- 13
3.3.3. Construct Measurements ------------------------------------------------------------ 14
3.4. Statistical Methods --------------------------------------------------------------------- 16
3.4.1. Computing and Analysis of Data Collected --------------------------------------------- 16
3.4.2. Descriptive Statistics ----------------------------------------------------------------- 16
3.4.3. Exploratory Factor Analysis (EFA) ----------------------------------------------------- 16
3.4.4. Multiple Linear Regression ------------------------------------------------------------ 17
3.4.4. Mediation Analysis -------------------------------------------------------------------- 17
3.5. Sampling Plan --------------------------------------------------------------------------- 17
Chapter 4 – Results ------------------------------------------------------------------------ 18
4.1. Descriptive Analysis for Demographic Information --------------------------------------- 18
4.1.1. Gender -------------------------------------------------------------------------------- 18
4.1.2. Age ----------------------------------------------------------------------------------- 19
4.1.3. Educational Level ---------------------------------------------------------------------- 20
4.1.4. Occupation ---------------------------------------------------------------------------- 21
4.1.5. Average Monthly Income -------------------------------------------------------------- 22
4.1.6. Nationality --------------------------------------------------------------------------- 23
4.2. Exploratory Factor Analysis ------------------------------------------------------------- 24
4.2.1. KMO and Bartlett’s Test --------------------------------------------------------------- 26
4.2.2. Number of Factors and Construct Validity --------------------------------------------- 27
4.2.3. Reliability Analysis -------------------------------------------------------------------- 28
4.2.4. Summated Scales and Factor Analysis Scores ----------------------------------------- 30
4.2.5. Correlation Analysis – Hypotheses Testing --------------------------------------------- 31
4.3. Multiple Linear Regression Analysis ----------------------------------------------------- 33
4.4. Mediation Analysis Between Perceived Ease of Use, Perceived Usefulness and Purchase Intention ----- 38
Chapter 5 – Conclusions -------------------------------------------------------------------- 41
5.1. Research Findings ----------------------------------------------------------------------- 41
5.1.1. Research Questions and Hypotheses Results ------------------------------------------ 42
5.1.2. Research Objectives and Research Findings ------------------------------------------- 45
5.2. Managerial Implications ----------------------------------------------------------------- 49
5.3. Recommendations for Further Studies --------------------------------------------------- 50
References ---------------------------------------------------------------------------------- 51
Appendix ------------------------------------------------------------------------------------ 56
Questionnaire – English Version -------------------------------------------------------------- 56

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