臺灣博碩士論文加值系統

　　隨者數位金融時代的來臨，銀行業者應站在消費者的角度，瞭解客戶的需求，進而創造顧客價值，提昇市場競爭力。本研究藉以使用eACH服務系統的顧客為研究對象，透過科技接受模式(TAM)來探討顧客的使用態度及使用意願，並進一步探討便利性對於有用性、易用性及使用態度是否會干擾其變數間的關係。本研究以網路問卷進行發放，有效樣本為248人。本研究結果指出消費者認知eACH服務系統的有用性、易用性，會正向影響顧客的使用態度，並進而提升顧客使用的意願，便利性對有用性、易用性與使用態度之間的關係具有干擾效果。本研究結果，提供業者建議。

　　Financial technology, commonly known as “Fin Tech” has entered the payments market with the aim of offering a simpler user experience. Banks must stand in the consumer’s points of view about consumer behavior, including creating consumer values to remain competitive. In this study, we adopt customers who ever used eACH service as the research object and through the technology acceptance model (TAM) to explore the customer's attitude and willingness to use. Furthermore, we also discuss if convenience for the usefulness, ease of use and the use of attitude will moderate with the relationship between the variables This study is based on 248 valid samples collected from questionnaire investigation. The results of the research show that The usefulness and ease of use about eACH service perceived by customers can positively affect their attitude toward using, further increase the behavioral intention to use eACH service；Customer perceived convenience has significant in affecting usefulness, ease of use, and attitude toward using. These findings may provide some evidences as useful references for banks or academy studies.

中文摘要　．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．． iv
致謝辭　　．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景及動機．．．．．．．．．．． 1
　　第二節　　研究的問題及目的．．．．．．．．．． 2
　　第三節　　研究流程．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．． 6
　　第一節　　科技接受模式之演變．．．．．．．．． 6
　　第二節　　認知便利性．．．．．．．．．．．．． 22
第三章　　研究方法．．．．．．．．．．．．．．．． 27
　　第一節　　研究架構與研究假說．．．．．．．．． 27
　　第二節　　研究對象．．．．．．．．．．．．．． 31
　　第三節　　問卷設計．．．．．．．．．．．．．． 31
　　第四節　　統計分析方法．．．．．．．．．．．． 35
　　第五節　　預測資料分析．．．．．．．．．．．． 36
第四章　　資料分析與討論．．．．．．．．．．．．． 38
　　第一節　　樣本分佈情形．．．．．．．．．．．． 38
　　第二節　　各研究變數的信度分析．．．．．．．． 39
　　第三節　　研究對象對於各構面之現況分析．．．． 43
　　第四節　　相關分析．．．．．．．．．．．．．． 47
　　第五節　　多元迴歸分析．．．．．．．．．．．． 48
第五章　　結論與建議．．．．．．．．．．．．．．． 57
　　第一節　　研究結論．．．．．．．．．．．．．． 57
　　第二節　　研究建議．．．．．．．．．．．．．． 61
　　第三節　　研究限制．．．．．．．．．．．．．． 62
　　第四節　　給未來研究的建議．．．．．．．．．． 62
參考文獻　　．．．．．．．．．．．．．．．．．．． 64
附錄一　　預試問卷．．．．．．．．．．．．．．．． 73
附錄二　　正式問卷．．．．．．．．．．．．．．．． 76

一、中文部分

任維廉，呂堂榮，劉柏廷(2009)，科技接受行為模式之整合分析－三個主要模式之比較，MIS REVIEW: An International Journal, 15(1), 101-138.

吳明隆(2003)，Spss 統計應用實務：問卷分析與應用統計，科學出版社。

邱皓政(2009)，量化研究與統計分析，台北：五南出版社。

施茹芸(2016)，運用科技接受模式探討顧客對網路銀行持續使用意願之研究，國立臺中科技大學企業管理系碩士班未出版之碩士論文，1-47。

洪新原，梁定澎，張嘉銘(2005)，科技接受模式之彙總研究，資訊管理學報，12(4)，211-234。

張祺竟(2016)，以科技接受模式探討消費者使用行動支付之意願，義守大學資訊管理學系未出版之學位論文，1-54。

郭旭程(2014)，行動支付使用意願之研究，正修科技大學資訊管理研究所未出版之碩士論文。

陳炳宏(2008)，金融服務業服務創新專案與組織核心能耐關係之研究－以中國信託商業銀行為例，政治大學科技管理研究所未出版之學位論文，1-110。

陳家億(2015)，認知風險，使用服務便利性與信任對第三方支付使用意願之影響，交通大學管理科學系所未出版之學位論文， 1-72。

陳韻茹(2016)，Fintech金融科技之發展與運用－以台灣銀行業為例， 淡江大學國際行銷碩士在職專班未出版之學位論文，1-86。

曾春瑜(2013)，以延伸式科技接受模型探討行動支付帳單之使用意願，東吳大學商學院資訊管理學系未出版之碩士論文。

游雅筑(2013)，影響第三方支付服務使用意願之因素，國立臺灣科技大學企業管理系未出版之碩士論文。

湯晨暘(2016)，銀行品牌形象對科技接受模式之影響－以行動銀行app為例，龍華科技大學企業管理系碩士班未出版之碩士論文。

黃巧璐(2016)，創新金融科技－ATM產業的蛻變進行曲，國立臺灣科技大學管理研究所未出版之碩士論文。

趙菩蓉(2016)，使用者對行動支付行為意向之研究－便利性與風險性的外部影響，樹德科技大學資訊管理系碩士班未出版之碩士論文，1-59。

劉財龍(2009)，行動商務便利性對消費者購買意願之研究，仁研 98100。

蕭丞志(2015)，影響消費者使用第三方支付之因素，中華大學企業管理學系碩士班未出版之碩士論文。

賴彥廷(2016)，網路購物認知價值、認知風險、認知易用與使用態度對使用意願影響之研究－以第三方支付服務為例，南華大學企業管理學系管理科學碩博士班未出版之碩士論文。

賴燊標(2007)，自助服務技術(SSTs)使用者接受度之研究－以航空公司報到自助服務櫃台為例，大葉大學國際企業管理學系未出版之碩士論文。

謝宜軒(2016)，以科技接受模式與創新擴散理論探討uber之使用意圖，國立勤益科技大學資訊管理系未出版之碩士論文。

二、英文部分

Adamson, I., & Shine, J. (2003). Extending the new technology acceptance model to measure the end user information systems satisfaction in a mandatory environment: A bank's treasury. Technology Analysis and Strategic Management, 15(4), 441-455.

Agarwal, R., & Prasad, J. (1999). Are individual differences germane to the acceptance of new information technologies? Decision Sciences, 30(2), 361-391.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control (pp. 11-39) Springer.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.

Bagozzi, R. P. (2007). The legacy of the technology acceptance model and a proposal for a paradigm shift. Journal of the Association for Information Systems, 8(4), 3.

Bajaj, A., & Nidumolu, S. R. (1998). A feedback model to understand information system usage. Information & Management, 33(4), 213-224.

Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1-17.

Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13-19.

Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a monte carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217.

Davis Jr, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.

Fishbein, M. E. (1967). Readings in attitude theory and measurement.

Hauser, J. R., & Shugan, S. M. (1980). Intensity measures of consumer preference. Operations Research, 28(2), 278-320.
Hsu, C., & Lu, H. (2004). Why do people play on-line games? an extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868.

Igbaria, M., & Tan, M. (1997). The consequences of information technology acceptance on subsequent individual performance. Information & Management, 32(3), 113-121.

Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. The Journal of Marketing, 71-82.

King, B. (2012). Bank 3.0: Why banking is no longer somewhere you go but something you do John Wiley & Sons.

Lanseng, E. J., & Andreassen, T. W. (2007). Electronic healthcare: A study of people's readiness and attitude toward performing self-diagnosis. International Journal of Service Industry Management, 18(4), 394-417.

Larcker, D. F., & Lessig, V. P. (1980). Perceived usefulness of information: A psychometric examination. Decision Sciences, 11(1), 121-134.

Liljander, V., Gillberg, F., Gummerus, J., & Van Riel, A. (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13(3), 177-191.

Mathieson, K. (1991). Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173-191.

Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64.

Moon, J., & Kim, Y. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217-230.

Phang, C. W., Sutanto, J., Kankanhalli, A., Li, Y., Tan, B. C., & Teo, H. (2006). Senior citizens' acceptance of information systems: A study in the context of e-government services. IEEE Transactions on Engineering Management, 53(4), 555-569.

Pikkarainen, K., Pikkarainen, T., Karjaluoto, H., & Pahnila, S. (2006). The measurement of end-user computing satisfaction of online banking services: Empirical evidence from finland. International Journal of Bank Marketing, 24(3), 158-172.

Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.

Seddon, P. B. (1997). A respecification and extension of the DeLone and McLean model of IS success. Information Systems Research, 8(3), 240-253.

Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! how convenient is your convenience strategy? MIT Sloan Management Review, 41(3), 79.

Straub, D., Limayem, M., & Karahanna-Evaristo, E. (1995). Measuring system usage: Implications for IS theory testing. Management Science, 41(8), 1328-1342.

Taylor, S., & Todd, P. (1995). Assessing IT usage: The role of prior experience. MIS Quarterly, 561-570.

Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 425-478.

Wangpipatwong, S., Chutimaskul, W., & Papasratorn, B. (2008). Understanding citizen’s continuance intention to use e-government website: A composite view of technology acceptance model and computer self-efficacy. The Electronic Journal of E-Government, 6(1), 55-64.

Yale, L., & Venkatesh, A. (1986). Toward the construct of convenience in consumer research. NA-Advances in Consumer Research Volume 13.

Zhu, F. X., Wymer, W., & Chen, I. (2002). IT-based services and service quality in consumer banking. International Journal of Service Industry Management, 13(1), 69-90.