臺灣博碩士論文加值系統

隨著網路發展的趨勢，國內上網人數及普及率不斷地增加，上網的民眾隨著電子商務市場的漸趨成熟，消費者線上消費及使用者付費觀念的接受等習慣正在改變，網際購物方式已深入台灣民眾的日常生活當中；然而線上電子付款機制基於何種理由可以獲得消費者的信任而採用，值得關切注意。
本研究採用Rogers創新擴散模型透過質性研究方法探究在台灣電子商務的環境下，消費者對電子付款的看法及影響台灣消費者決定採用電子付款之因素。
主要研究結論為：
(1) 受訪者初次接受電子付款方式可能來自於網路付款機制種類的限制，但大部分皆因電子付款機制本身的特性而持續採用，(2) 受訪者採用電子付款的主要因素為使用上的便利，網際網路沒有時間與空間的太大限制，解決網路使用者採取離線付款時間上的不便，
(3) 電子付款工具在操作上只要能夠吻合消費者過去操作的習慣，會吸引大部分的消費者採用，(4) 簡易與人性化的介面會促使消費者增加嘗試使用的意願；及(5) 安全性與穩定的網路狀態會影響消費者對電子付款機制的態度。此外，本研究僅利用質性研究方法探究影響台灣消費者採用電子付款的因素，未經大量的抽樣統計資料，後續研究者可嘗試進行大量的樣本檢測，驗證抽樣結果是否如同本研究推論。

With the developing of the Internet, the number of online users and the popularity of surfing the Internet are constantly increasing. Also, the advance of e-commerce market helps people gradually develop a habit of shopping on line and accept the idea of user charge; that is, the Internet is becoming an indispensable part of Taiwan people’s daily lives. In fact, it is quite important to pay attention to the changes in people’s shopping behaviors and concepts, so it is aimed, in the thesis, to discuss what actually makes the consumers trust and accept online payment mechanism.
Based on Rogers’s model of innovation diffusion, qualitative research method is adopted to understand the consumers’ views on online payment at the age of e-commerce and probe into the possible causes for them to accept it. The conclusions of the research can be listed as follows:
1. The reason why the responsors were willing to accept online payment for the first time may be the limitation of online payment mechanism. However, most of them continue using the mechanism just because of its features.
2. The respondents indicate that there are no time and space limitations in the world of the Internet. They can pay their bills anytime and anywhere on the condition that there are a computer and a network on hand. In other words, it is the convenience that makes them use e-payment, which certainly reduces their inconvenience of looking for banks or ATMs and saves much of their time as well.
3. As long as the operation of online payment system is similar to the consumers’ past operation habits, it will definitely become appealing to the consumers, and most of them may choose to use it.
4. Simple and user-friendly interface will strengthen the consumers’ orientation towards online payment.
5. Security and stable system greatly influence the consumers’ attitude towards online payment mechanism. In general, the consumers’ trust and willingness of using online payment can be determined by a reliable and well-managed system.
According to the research conclusions, it is suggested that the development of online payment mechanism should focus on designing a simple and comprehensive system in accord with the consumers’ operation habit. In addition, qualitative research method is the only approach used in the research to understand the influential factors for Taiwan people to adopt online payment without collecting a great quantity of sample data. The following researchers are recommended to collect and analyze plenty of sample date to work out the determined factors persuading the consumer into using online payment, and check whether the results are close to the conclusions mentioned in the thesis.

目 錄
摘要....................................................i
Abstract...............................................ii
目 錄..................................................iv
圖 目 錄...............................................vi
表 目 錄..............................................vii
第一章 緒論.............................................1
第一節 研究背景動機.....................................1
第二節 研究目的.........................................8
第三節 研究架構.........................................9
第二章 文獻探討與觀念模型建立..........................10
第一節 Rogers創新理論..................................10
第二節 創新擴散過程....................................15
第三節 創新採用........................................21
第四節 國內外相關研究整理..............................27
第五節 觀念模型建立....................................31
第六節 小結............................................36
第三章 研究方法........................................37
第一節 研究流程........................................37
第二節 研究工具........................................38
第四章 研究發現........................................47
第一節 影響電子付款採用的因素..........................47
第二節 小結............................................57
第五章 結論與建議......................................59
第一節 研究結論........................................59
第二節 對實務界建議....................................62
第三節 研究限制與後續研究建議..........................62
參考文獻...............................................64

參考文獻
中文部份
陳伯璋(1989)，教育研究方法的新取向。台北：南宏圖書。
黃瑞琴(1991)，質的研究方法。台北：心理。
徐宗國（譯）(1997)，質性研究概論，台北：巨流。
李炳昌(1999)，應用在網際網路上的小額付款協定，交通大學資訊管理研究所碩士論文。
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，國立台灣大學商學研究所碩士論文。
王振浩(2001)，影響消費者採用網路銀行行為意向之因素研究，國立中央大學資訊管理學系碩士論文。
陳向明(2002)，社會科學質的研究，台北：五南圖書。
魏志強(2003)，網路商店付款機制解析，電子商務導航，第五卷第十五期。
林正立(2003)，探討智慧卡產業中電子貨幣的創新擴散模式，國立政治大學企業管理研究所碩士論文。
李明輝(2006)，影響使用者採用新科技之關鍵因素-以3G為例，國立勤益技術學院流通管理碩士班碩士論文。
張彥淳(2006)，影響消費者採用行動付款因素之研究，國立中央大學資訊管理學系碩士論文。
蔡淑娟(2006)，網路ATM 接受度之研究，國立台灣科技大學企業管理系研究所在職專班碩士學位論文。
英文部分
Agarwal R. & J. Prasad. (1997), “The Role of Innovation Characteristics and Perceived Voluntariness in the Accept ace of Information Technologies,” Decision Sciences , Vol.28 , No. 3 pp.557-582.
Atkinson, P., & Silverman, D. (1997), Kundera’s immortality: The interview society and the invention of self. Qualitative Inquiry, 3, 25-304.
Blythe, Jim. (1999), “Innovativeness and Newness in High-Tech Consumer Durables,” Journal of Product and Brand Management, Vol. 8, No. 5, pp.415-429.
Chatterjee, Rabikar and Jehoshua Eliashberg. (1990), “Innovation Diffusion Process: A Micro-Modeling Approach,” Management Science, Vol. 36, No. 9, pp. 1057-1079.
Cooper, R. B. and R. W. Zmud. (1990), “Information Technology Implementation Research: a Technological Diffusion Approach,” Management Science, 26(2), 123-139.
Denzin, N. K. (1978), “The research act: A theoretical introduction to sociological methods,” New York: McGraw-Hill.
Fontana, A., & Frey, J. H. (2000), “The Interview: From structured questions to negotiated text,” The Handbook of Qualitative Research, 645-672.
Guagnano, Greg, Glenn R. Hawkes, Curt Acredolo & Nancy White. (1986), “Innovation Perception and Adoption of Solar Heating Technology,” Journal of Consumer Affairs ,Vol. 20 , 1 ,pp.48-64.
Gubrium, J.E., & Holstein, J.A. (2002), “From the individual interview to the interview society.” Handbook of interview research: Context and method. Thousand Oaks, CA: Sage.
Hansman, Harrie, Clara H. Mulder, and Rene Verhoeff. (1999), “The Adoption of the Compact Disk Player: An Event History Analysis for the Netherlands,” Journal of Cultural Economics, Vol. 23, No. 3, pp. 223-235.
Kalakota, R. and Whinston A. B. (1997), “Electronic Commerce: A Manager''s Guide,” New York, Addison-Wesley publishing Company.
Kalakota, R. and Robinson, M. (1999), “e-Business Roadmap for Success,” Wesley Long man.
Kolter, Philip. (2003), “Marketing Management,” 11th ed, NJ: Rrentice-Hall.
Kirk, J. & Miller, M. L. (1988), “Reliability and Validity in Qualitative Research,” London:Sage.
Lundblad, Jennifer P. (2003), “A Review and Critique of Roger’s Diffusion of Innovation Theory as it Applies to Organizations,” Journal of Organization Development, Vol. 21, No. 4, pp. 50-64.
Lincoln, Y. S. & Guba, E. G. (1985), “Naturalistic inquiry,” Beverly Hills,CA: Sage.
Martinez, Eva and Yolanda Polo. (1996), “Adopter Categories in the Acceptance Process for Consumer Durables,” The Journal of Product and Brand, Vol. 5, No. 3, pp. 34.
Martinez, Eva, Yolanda Polo, and Carlos Flavian. (1998), “The Acceptance and Diffusion of New Consumer Durables: Differences Between First and Last Adopters,” The Journal of Consumer Marketing, Vol. 15, No. 4, pp. 323.
Moore ,G. C., & Benbasat, I. (1991), “Development of an instrument to measure the perception of adopting an information technology innovation,” Information Systems Research , Vol 2, No.3 , pp.192-222.
Ostlund, Lyman E. (1974), “Perceived Innovation Attributes as Predictors of Innovativeness,” Journal of Consumer Research, Vol. 1, No. 2, pp. 23-29.
Premkumar,G., K., Ramnmurthy, and S. Nilakanta.(1994), “Implementation of Electronic Data Interchange: an Innovation Diffusion Perspective,” Journal of Information Systems, 11(2), 157-187.
Redmond, William H. (2003), “Innovation, Diffusion, and Institutional Change,” Journal of Economic Issues, Vol. 37, No. 3, pp. 665-679.
Rogers, Everett M. and F. Floyd Shoemaker. (1971), “Communications of Innovations: A Cross Cultural Approach,” New York :Free Press.
Rogers, Everett M. (1962), “Diffusion of Innovation,” New York: Free Press.
Rogers, Everett M. (1983), “Diffusion of Innovation,” 3rd ed. New York: Free Press.
Rogers, Everett M. (1994), “A History of Communication Study: A Biographical Approach,” New York: Free Press.
Rogers, Everett M. (1995), “Diffusion of Innovation,” 4th ed., New York: Free Press.
Smith, Daniel C., and J. Andrew. (1995), “Rethinking the Effect of Perceived Fit on Customers’ Evaluations of New Products,” Journal of the Academy of Marketing Science, No. 23, No. 1, pp. 115-124.
Taylor, Shirley & Peter A. Todd. (1995a), “Decomposition and Cross Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions,” International Journal of Research in Marketing , Vol.12 , pp.137-155.
VeryzerJr, Robert W. (1998b), “Key Factors Affecting Customer Evaluation of Discontinuous,” Journal of Product Innovation Management , Vol. 15, No. 2, pp 136-150.