臺灣博碩士論文加值系統

科技焦慮是指消費者會害怕使用科技，對於科技有負面評價，且會盡量避免使用科技相關工具。多數文獻多探討科技焦慮與消費者知覺價值的直接關係，鮮少探討科技焦慮程度與知覺價值間存在的中介效果。本研究以消費便利與消費風險作為中介變數，檢測相關變數之間的關係。
研究標的為智慧型手機，並針對20到59 歲的消費者發放250份問卷，回收的有效問卷為227份。以簡單迴歸分析方法，探討各變數之間的關係，使用複迴歸分析方法探討科技焦慮程度對知覺價值之中介效果。
結果發現，科技焦慮程度會負向影響知覺價值，負向影響消費便利，與消費風險呈現正向關係。知覺價值與消費便利呈同向變動，與消費風險呈反向變動。在科技焦慮程度對知覺價值之影響，消費便利與消費風險存在部份中介效果。建議企業將消費者使用科技的能力考量到行銷策略之中，並透過產品或服務流程改善來減少消費風險。後續研究者可試著探索其他可能的消費價值變數，深入探討消費便利與消費風險之間存在的關係。

Technology anxiety is the phenomenon that people feel excessive timidity in using technology tools occasionally with opposite comments and avoidance technology tools. Pervious researches discussed the direct influence of technology anxiety on perceived value. However, researchers seldom mentioned the mediating effect between technology anxiety and perceives value. This research tried to examine the relationship among difference variables, with the mediating variables of perceived convenience and perceived risk.
Researcher took smart phone as research object. Data were collected with structured questionnaires from 227 cell phone users from the age of 20 to 59. And data were analyzed with regression analysis.
The results found that technology anxiety decreased customers’ perceived value and perceived convenience, yet increased perceived risk. Secondly, there are perceived convenience the positive effect on perceived value and perceived risk the positive effect on perceived value. The mediating effects of perceived convenience and perceived risk on perceived value depends on situation. Researcher suggests that companies should consider consumers’ ability of using technology when planning their marketing program and decrease consumers’ perceived risk by all kind of products or service process improvement arrangement.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 4
第三節 研究目的 5

第二章 文獻探討 6
第一節 科技焦慮程度 6
第二節 消費便利 9
第三節 消費風險 14
第四節 知覺價值 18

第三章 研究方法 21
第一節 研究架構 21
第二節 研究假設與推論 23
第三節 研究變數之定義 26
第四節 問卷設計 30
第五節 研究設計 35
第六節 資料分析方法 40

第四章 實證結果與分析 47
第一節 科技焦慮程度對消費便利之影響 49
第二節 科技焦慮程度對消費風險之影響 50
第三節 消費便利及消費風險對知覺價值之影響 51
第四節 科技焦慮程度與知覺價值之關係 53
第五節 科技焦慮程度對知覺價值之中介效果 54
第六節 適合度檢定 57

第五章 結論與建議 58
第一節 研究結論 58
第二節 研究貢獻與建議 63
第三節 研究限制 69

參考文獻 70

附錄一 研究問卷 77

中文部分
1.吳明隆(民86)，國小學生數學學習行為與其電腦焦慮、電腦態度關係之研究，國立高雄師範大學教育研究所博士論文。
2.呂堂榮(民91)，國道客運業服務品質、顧客滿意度與移轉障礙對消費者行為意向之影響，國立交通大學運輸科技與管理學系碩士論文。
3.林姍儒(民94)，消費者知覺便利性影響因素之探討—以東森購物為例—，國立嘉義大學行銷與流通管理研究所碩士論文。
4.林慧珊(民98)，女性網路使用者的網路購物知覺風險與降低風險策略之研究‐以化妝、保養品為例，國立中正大學電訊傳播研究所碩士論文。
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6.張世勳(民98)，影響消費者對自助服務科技接受度之研究-以連鎖便利商店內多媒體資訊站為例，國立成功大學企業管理研究所碩士論文。
7.張重昭、謝千之(民89)，「產品資訊、參考價格與知覺品質對消費者行為之影響」，企業管理學報，第四十七期，頁161-190。
8.張益壽(民97)，觀光列車旅遊品質、知覺價值、滿意度與遊後行為意向關係之研究-以東方美人號為例，國立成功大學交通管理科學研究所碩士論文。
9.陳瓊雯(民97)，顧客知覺價值對顧客滿意度與忠誠度影響之研究—以銀行業為例，國立臺北大學企業管理學系碩士論文。
10.曾昭茂(民91)，消費者對國際性品牌與國內製造商品牌偏好之研究－以童裝服飾為例，國立成功大學管理學院EMBA 班碩士論文。
11.曾瑞壯(民96)，虛榮特性、價值知覺、品牌名稱與消費者行為意向關係之研究-以醫學美容業為例，朝陽科技大學企業管理系碩士論文。
12.黃郁雯(民92)，電腦自我效能、電腦經驗及他人支持三者與電腦態度及電腦焦慮之關係，國立政治大學心理學系碩士論文。
13.楊志龍(民91)，手機服務便利性對消費者行動商務付費使用意願之影響研究，天主教輔仁大學資訊管理學系碩士論文。
14.廖雅嵐(民96)，影響銀行財富管理顧客忠誠度因素之探討，國立東華大學企業管理學系碩士在職專班碩士論文。
15.劉立偉(民94)，「行動生活、行動秘書、專門找店與找店專門」自助服務科技採用因素與態度、意圖之探討-以手機加值服務為例，國立中正大學企業管理研究所碩士論文。
16.劉家宏(民96)，分類理論對自助服務科技態度形成實證分析－以網路交易系統為例，國立高雄應用科技大學商務經營研究所碩士論文。
17.蔡庚孜(民97)，彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響—以知覺風險為中介效果之驗證，國立成功大學企業管理研究所碩士論文。
18.蕭婕如(民99)，商店形象與服務品質對私有品牌形象與購買意願之影響－知覺風險與價格意識之中介效果，真理大學管理科學研究所碩士論文。
19.賴燊標(民96)，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，國立台灣科技大學企業管理系碩士學位論文。
20.簡競宇(民93)，人際型服務接觸與科技型服務接觸對關係利益之影響，國立中興大學企業管理學系碩士班碩士論文。
21.魏偉城(民99)，資訊系統開發人員接受資訊統安全開發方法意圖之研究—以知覺風險觀點，長庚大學資訊管理研究所碩士論文。



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