臺灣博碩士論文加值系統

隨著科技資訊的普及發展下，目前國際三大行動支付Apple Pay、Samsung Pay、Android Pay與信用卡組織及各大銀行的合作模式，把實體信用卡虛擬化，成為手機信用卡手機付款的過程就是所謂的行動付款。本研究主要目在探討一般消費者對於行動支付的使用行為之影響因素，以延伸性整合科技接受模型為主要理論架構，並考慮其他可能影響消費者行為模式的調節變項，加入性別、年齡和教育程度等調節變項，發展出本研究架構探討績效期望、付出預期、社會影響、便利條件、享樂動機、價值和習慣等特性對消費者的行動支付使用態度與使用意願之影響分析。

本研究主要是非以電腦隨機的民眾做為抽樣對象，問卷以立意方式進行資料蒐集，共回收350份的有效問卷，以SPSS.24統計軟體進行假說驗證。研究發現結果如下：(1)績效期望、付出預期、社會影響、便利條件、享樂動機、價值、習慣會對使用意圖有正向影響功能。(2)性別具有部份調節功能，年齡及教育程度不具有調節功能。最後，根據研究結果提出管理意涵包括(1)降低使用者對行動支付的不安全與不確定性，以提高生活品質創造績效預期的提升。(2)簡化行動支付的操作流程，提高使用者的付出預期。(3)提供資源、技術合作機會，透過優惠促銷提高行動支付使用意圖，創造價值、便利條件的提升。(4)商家利用網際網路，讓行動支付發揮綜效，提高享樂動機。(5)培訓專業的網路行銷人才，讓習慣問題再提升。(6)提高調節變數的支持。

The process of becoming a mobile phone credit card mobile payment is the so-called action payment is to be the credit card virtualization model because the popularization and development of scientific and technological information.

This study’s purpose is to explore the impact of general consumers on the use of mobile payment behavior, extend the integration of science and technology to accept the model as the main theoretical framework. In addition, consider other adjustments may affect consumer behavior patterns. This research framework developed to analyze the impact of performance expectations, expectations, social impacts, convenience conditions, hedonic motivation, value and habits on consumer attitudes and willingness to use actions.

The study is mainly method based on the computer random as a questionnaire data to collect the samples and the 350 valid questionnaires were collected. The research uses SPSS.24 to do the hypothesis verification. The findings are as follows:(1) The expectations, social impacts, convenient conditions, pleasure motivation, values and habits have a positive impact on the intention to use. (2) Gender has some moderating effect, age and education do not have moderating effect. Finally, according to the research results proposed management implications include (1) Reduce the user's unsafe and uncertain payment of the action, to improve the quality of life and to create performance expectations increase. (2) Simplify the operational flow of payment, improve the user's expectations. (3) Provide resources and technical cooperation opportunities, through the promotion of promotional offers to pay for the use of the intention to create value and facilitate the improvement of conditions. (4) Stores use the internet, let the action pay will be synergy effect, improve the motivation for hedonism. (5) Training professional network marketing personnel, habit problems to upgrade. (6) To improve the moderating variables for support.

目 次
摘 要 I
ABSTRACT II
誌 謝 III
目 次 IV
表目錄 VII
圖目錄 IX
第一章 緒 論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 3
第二章 文獻探討 4
2.1行動支付 4
2.1.1行動支付定義 4
2.1.2行動支付類型 5
2.2科技接受模型沿革說明 7
2.2.1科技接受模型(TAM) 7
2.2.2科技接受模式二(TAM2) 8
2.2.3整合性科技接受模型(UTAUT) 10
2.2.4延伸型整合科技接受模式UTAUT2 12
2.3各項研究變項之間的關係 14
2.3.1績效期望與使用意圖之間的關係 14
2.3.2付出預期與使用意圖之間的關係 14
2.3.3社會影響與使用意圖之間的關係 15
2.3.4便利條件與使用意圖之間的關係 15
2.3.5享樂動機與使用意圖之間的關係 15
2.3.6價值與使用意圖之間的關係 16
2.3.7習慣與使用意圖之間的關係 16
2.3.8性別、年齡、教育程度與使用意圖之間的關係 16
第三章 研究方法 18
3.1研究架構 18
3.2研究假說 19
3.3研究變項之操作性定義 20
3.4研究變項之衡量題表 20
3.5問卷設計 22
3.5.1前測問卷分析及修正 23
3.6資料分析方法 28
3.6.1敘述統計分析(Descriptive Statistics) 29
3.6.2因素分析(Factor Analysis) 29
3.6.3信度和效度檢定(Reliability Analysis) 29
3.6.4相關分析(Correlation Analysis) 29
3.6.5迴歸分析(Regression Analysis) 29
3.6.6階層式迴歸分析(Hierarchical linear modeling) 30
第四章 研究結果與分析 31
4.1敘述性統計分析 31
4.1.1樣本人口統計變項分析 31
4.2因素分析與信、效度檢定 32
4.2.1因素分析 32
4.2.2信度分析 37
4.2.3效度分析 39
4.3相關分析 41
4.4迴歸分析、階層式迴歸分析及各項驗證假說 42
4.4.1迴歸分析及各項驗證假說 42
4.4.2階層式迴歸分析及各項驗證假說 47
4.5研究結果 52
第五章 結論與建議 54
5.1研究結論 54
5.2管理意涵 56
5.3研究限制 59
5.4未來研究建議 60
中文文獻 62
英文文獻 63
其他參考資料 68
附錄、問卷 69

表目錄
表2- 1科技接受模式一(ATM)主要構面及定義 8
表2- 2科技接受模式二(ATM2)主要構面及定義 10
表2- 3整合性科技接受模式(UTAUT)主要構念及定義 11
表2- 4延伸型整合科技接受模式UTAUT2相關理論 12
表2- 5延伸性整合科技接受模式(UTAUT2)構念及定義 14
表3- 1本研究假設彙整表 19
表3- 2調節變項假說彙整表 19
表3- 3研究變項的衡量題項表 21
表3- 4人口統計變項的定義與問卷設計 23
表3- 5績效期望構念的前測因素分析 24
表3- 6付出預期構念的前測因素分析 24
表3-7社會影響構念的前測因素分析 24
表3- 8便利條件構念之前測因素分析 25
表3- 9享樂動機構念的前測因素分析 25
表3- 10價值構念的前測困素分析 26
表3- 11習慣構念的前測因素分析 26
表3- 12行動支付使用意圖之前測因素分析 26
表3- 13各構念因素的前測信度檢定 27
表4- 1樣本基本資料分析 32
表4- 2績效預期構念的因素分析 33
表4- 3付出預期構念的因素分析 34
表4- 4社會影響構念的因素分析 34
表4- 5便利條件構念的因素分析 35
表4- 6享樂動機構念的因素分析 35
表4- 7價值構念的因素分析 36
表4- 8習慣構念的因素分析 37
表4- 9行動支付使用意圖構念的因素分析 37
表4- 10各構念因素之信度檢定 38
表4- 11各構念之建構效度 40
表4- 12各構念的準則效度 41
表4- 13各變項與行動支付使用意圖的皮爾相關分析 43
表4- 14績效期望對行動支付使用意圖的迴歸分析 43
表4- 15付出預期對行動支付使用意圖的迴歸分析 43
表4- 16社會影響對行動支付使用意圖的迴歸分析 44
表4- 17便利條件對行動支付使用意圖的迴歸分析 45
表4- 18享樂動機對行動支付使用意圖的迴歸分析 45
表4- 19價值對行動支付使用意圖之迴歸分析 46
表4- 20習慣對行動支付使用意圖的迴歸分析 47
表4- 21性別調節效果的階層式迴歸分析 49
表4- 22年齡調節效果的階層式迴歸分析 50
表4- 23教育程度調節效果的階層式迴歸 52
表4- 24研究假說與檢定結果彙整表 53


圖目錄
圖1- 1研究流程 3
圖2- 1行動支付生態系統 5
圖2- 2實體信用卡虛擬化 6
圖2- 3帳戶儲值 7
圖2- 4科技接受模式(TAM) 8
圖2- 5科技接受模式(TAM2) 9
圖2- 6整合性接受模型(UTAUT) 11
圖2- 7延伸性整合性科技接受模式(UTAUT2) 13
圖3- 1研究架構圖 18

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