臺灣博碩士論文加值系統

　　近年來行動支付蓬勃發展，根據資策會產業情報研究所（MIC）調查，2014年具有行動支付使用經驗的人為4.8%，2017年已攀升至39.7％，2018年台灣的行動支付普及率更高達50.3％，從2014年至2018年有明顯的提升，然而在學術界方面，面對新科技時多半使用科技接受模型，但Bandura認為在動態的環境中，是由人、環境、行為三者相互影響之下才有了後續的行為，也就是所謂的社會認知理論。因此本研究主要使用社會認知理論針對近50%未使用過的行動支付的人探討能夠促使他們使用行動支付的因素為何。
　　本研究透過問卷調查法分析人們是否會對於行動支付之可試驗性、可觀察性及社會影響以產生自我效能進而轉換成使用行動支付之意圖。研究結果發現可試驗性、可觀察性、社會影響對自我效能有正向顯著影響，而自我效能對使用意圖有正向顯著影響。最後，根據本研究結果，針對行動支付的發展以及未來研究方向提出相關後續的參考與建議。

　　In recent years, mobile payment has flourished. According to the MIC Research Institute, the number of people with experience in mobile payment use in 2014 was 4.8%. In 2017, it has climbed to 39.7%. In 2018, Taiwan’s mobile payment penetration rate (50.3%) is even higher, there is a clear improvement from 2014 to 2018. However, in the academic world, when facing the new technology, most people use the technology acceptance model, but Bandura believes that in a dynamic environment, under the influence of people, environment, and behavior, a follow-up behavior occurs, which is called social cognitive theory. Therefore, this study mainly uses social cognition theory to discuss the factors that how to enable the people who haven’t used mobile payments to use it.
　　This study uses questionnaires to analyze whether people will be able to generate self-efficacy for the triability, observability, and social impact of mobile payments and then convert them into use intention. The study found that triability, observability, and social impact have a positive and significant effect on self-efficacy, and self-efficacy has a positive and significant impact on use intention. Finally, based on the results of this study, relevant follow-up references and recommendations are proposed for the development of action payments and future research directions.

中文摘要 i
英文摘要 ii
目錄 iii
表目錄 v
圖目錄 vi
第壹章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第貳章 文獻探討 6
第一節、行動支付 6
第二節、社會認知理論（Social Cognitive Theory，SCT） 8
第三節、創新擴散理論 （Diffusion of Innovations，DOI） 12
第四節、整合型科技接受與使用模型
（Unified Theory of Acceptance and Use of Technology，UTAUT） 15
第參章 研究方法 18
第一節、研究架構 18
第二節、研究假設 20
第三節、問卷的編製 23
第四節、問卷設計 23
第五節、資料蒐集 29
第六節、統計分析方法 30
第肆章 分析與結果 34
第一節、效度與因素分析 34
第二節、信度分析 38
第三節、敘述性統計分析 39
第四節、相關分析 41
第五節、變異數分析 44
第六節、迴歸分析 53
第伍章 結論 57
第一節、研究結論 57
第二節、管理意涵 59
第三節、研究限制與未來研究 60
參考文獻 62
附錄 68

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