臺灣博碩士論文加值系統

隨著通訊科技的進步，讓手機變成每個人日常生活中必備工具之一，近年來熱門的通訊發展在於利用非接觸付款方式與手機結合的應用，稱為近場通訊 (Near Field Communication, NFC) 手機付款。目前近場通訊手機付款在台灣為試用階段，民眾對於近場通訊手機付款也很陌生，在未來民眾若打算使用近場通訊手機來付款時，可能會擔心使用是否有風險的問題，而不敢使用近場通訊手機來付款，造成近場通訊手機付款可能無法被民眾接受使用。本研究主要的研究目的有三：一是探討影響民眾使用近場通訊手機付款意圖之因素。二是探討影響民眾使用近場通訊手機付款之風險來源。三是探討近場通訊手機不同付款機制下，民眾使用近場通訊手機意圖的因素是否不同。本研究結果顯示，「績效風險」、「安全風險」、「科技信任」對民眾「知風風險」成顯著影響，「科技信任」與「知覺風險」對民眾「態度」成顯著影響，「態度」對民眾「使用意圖」成顯著影響。

With the advance of communication technology, cellular phones are getting an indispensable tool for people daily life. The most popular telecommunication tool in recent years is the non-contact mode of payment by cellular phone, such as near field communication (NFC) payment. Currently, cellular payment with NFC is just in the stage of trial and promotion in Taiwan. People in Taiwan are strange to this new technology. This study expects that exploring why people hesitate to adopt cellular payment with NFC will be central to a barrier of disseminating this new technology. The main barrier may come from users’ concern related to risk and trust. Accordingly, this study investigate this issue by answering three research questions, including: (1) What factors will influence the intention of using NFC cellular payment? (2) What kind of risk will hinder people from using NFC cellular payment? (3) Are the main antecedents of intention distinct in several payment mechanisms? The results collecting by an experiment reveal: “Performance Risk, Security Risk” and Technology Trust” are critical factors affecting “Perceived Risk”. “Perceived Risk” and “Technology Trust“ are critical factors affecting “Attitude.” “Attitude”is a critical factor affecting “Use Intention.”

目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 5
1.4 研究範圍 6
第二章 文獻探討 8
2.1 近場通訊技術 8
2.1.1 近場通訊之應用 10
2.1.2 近場通訊手機付款發展現況 12
2.1.3 行動付款之相關研究 21
2.2 付款機制 25
2.3 慎思行動理論 27
2.4 知覺風險 (Perceived Risk) 31
2.5 科技信任 35
2.6 小結 36
第三章 研究模型 38
3.1 研究模型 38
3.2 研究假說 43
3.3 研究構念與操作性定義 52
第四章 研究方法與實驗設計 59
4.1 實驗設計 59
4.2 實驗設定與步驟 62
第五章 資料分析 64
5.1 樣本基本資料分析 64
5.2 信度與效度分析 66
5.3 假說檢定結果 71
第六章 結論與建議 92
6.1 研究結果與討論 92
6.2 管理實務建議 98
6.3 研究限制 100
6.4 未來研究建議 101
參考文獻 103
附錄：正式問卷 113

圖目錄
圖一：研究流程 7
圖二：近場通訊主動通訊模式 9
圖三：近場通訊被動通訊模式 9
圖四：NFC手機付款服務流程圖 21
圖五：慎思行動理論 28
圖六：研究模型 42
圖七：實驗流程 61
圖八：結構方程組模型完全標準化結果 73
圖九：信用卡付款機制檢定結果 78
圖十：儲值卡付款機制檢定結果 79
圖十一：信用卡單筆金額限制在300元付款機制檢定結果 80
圖十二：信用卡單筆金額限制在600元付款機制檢定結果 81
圖十三：信用卡單筆金額限制在1,000元付款機制檢定結果 82
圖十四：儲值卡單筆金額限制在300元付款機制檢定結果 83
圖十五：儲值卡單筆金額限制在600元付款機制檢定結果 84
圖十六：儲值卡單筆金額限制在1,000元付款機制檢定結果 85

表目錄
表一：各類行動付款比較 16
表二：國內外行動付款相關之研究 23
表三：國內外NFC手機相關之研究 23
表四：國內外有關行動付款之知覺風險研究 24
表五：台灣近場通訊行動付款發展現況 26
表六：研究假說彙整 51
表七：財務風險之衡量題項 52
表八：績效風險之衡量題項 53
表九：隱私風險之衡量題項 54
表十：安全風險之衡量題項 55
表十一：知覺風險之衡量題項 56
表十二：科技信任之衡量題項 57
表十三：態度之衡量題項 57
表十四：使用意圖之衡量題項 58
表十五：調查民眾對於金額大小認知之題目 60
表十六：實驗組別表 63
表十七：敘述統計變數的分佈(N=192) 65
表十八：驗證性因素分析之結果與所對應問項 67
表十九：驗證性因素分析之配適度指標 69
表二十：信度與平均變異抽取量 70
表二十一：區別效度分析結果 71
表二十二：驗證性因素分析之配適度指標 72
表二十三：「知覺風險」相關之直接效果假說驗證結果 74
表二十四：「態度」相關之直接效果假說驗證結果 76
表二十五：「使用意圖」之直接效果假說驗證結果 77
表二十六：「付款機制」之調節效果假說檢定結果 87
表二十七：模型結果、付款機制及各組別檢定比較表 87
表二十八：其他NFC手機付款研究與本研究比較表 97

英文部份
[1]Ajzen, I. and Fishbein, M., Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall, 1980.
[2]Anderson, J. C., & Gerbing, D. W., Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 1988.
[3]Bagozzi, R. P. and Yi, Y. “On the Use of Structural Equation Model in Experimental Designs,” Journal of Marketing Research, 26, pp.271-284, 1998.
[4]Barnes, S. J. “The Mobile Commerce Value Chain: Analysis and Future Developments,” International Journal of Information Management, 22, pp. 91-108, 2002.
[5]Bauer, R. A. “Consumer Behavior as Risk Taking,” in Robert S. Hancock (Ed.), Dynamic Marketing for a Changing World, Chicago: American Marketing Association, pp.389-393, 1960.
[6]Bentler, P.M. “Structural Modeling and Psychometrika: on Growth and Achievements,” Psychometrika, 51, 1, pp.35-51, 1986.
[7]Bhimani, A. “Securing The Commercial Internet,” Communications of the ACM, 39, pp. 29-35, 1996.
[8]Browne, M.W., and Cudeck, R. Alternative Ways of Assessing Model Fit. in Testing Structural Equation Models, Kenneth B., and Long, J.S. (eds.), Sage Publications, Newbury Park, CA, pp.136-162, 1993.
[9]Cassell, J. and Bickmore, T. “External Manifestations of Trustworthiness of the Interface,” Communications of the ACM, 43, 12, pp. 50-59, 2000.
[10]Chen, L. D. “A Model of Consumer Acceptance of Mobile Payment,”International Journal of Mobile Communications, 6, 1, pp.32-52, 2008.
[11]Chin, W. W. and Todd, P. “On the Use, Usefulness and Ease of Use of Structural Equation Modeling in MIS Research：A Note of Caution,” MIS Quarterly, 19, 2, pp.237-246, 1995.
[12]Cox, D. F. “Risk Taking and Information Handling in Consumer Behavior,” in Cox, D. F. (Ed.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, pp. 34-81, 1967.
[13]Cunningham, S. M. “The Major Dimension of Perceived Risk,” in Cox, D. F. (Ed.), Risk Taking and Information Handling In Consumer Behavior, Boston: Harvard University Press, pp. 82-108, 1967.
[14]Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,” Management Science, 35, 8, pp. 982-1003, 1989.
[15]Dewan, S. G. “Mobile Payment Adoption in the US: A Cross-industry, Cross-platform Solution,”Journal of Information Privacy& Security, 1, 2, pp.4-28, 2005.
[16]Featherman, M. S. and Pavlou, P. A. “Predicting E-Services Adoption: A Perceived Risk Perspective,” International Journal of Human-computer Study, 59, pp. 451-474, 2003.
[17]Fornell, C., and Larcker, D.F. “Evaluating structural equation models with unobservable variables and measurement error,” Journal of Marketing Research, 18, 3, pp. 39-50, 1981.
[18]Gefen, D., Straub, D.W., and Boudreau, M-C., “Structural Equation Modeling and Regression: Guidelines For Research Practice,” Communications of the Association for Information Systems, 4, 7, pp.1-70, 2000.
[19]Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C., Multivariate Data Analysis, Englewood Cliffs, NJ：Prentice-Hall, 1998.
[20]Hofacker, C. F. Internet Marketing 3rd edition, Wall Street Journal Handbook Set, 1998.
[21]Hu, L. T. and Bentler, P. M., Writing about Structural Equation Models, in Hoyle, R.H. (Ed.), Structural Equation Modeling: Concepts, Issues, and Applications, Sage, Thousand Oaks, CA, PP. 7-158, 1995.
[22]Jamieson, R. “Auditing and Electronic Commerce,” EDI Forum, Perth, Western Australia, 1996.
[23]Kim, D. J., Ferrin, D. L. and Rao, H. R. “A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents,” Decision Support Systems, 44, pp. 544-564, 2008.
[24]Lewicki, R. J. and Bunker, B. B. “Developing and Maintaining Trust in Work Relationships,” Trust in Organizations: Frontiers of Theory and Research, pp. 114-139, 1996.
[25]Lewis, J. D. and Weigert, A. “Trust as a Social Reality,” Social Forces, 63, 4, pp. 967-983, 1985.
[26]Lippert, S. K. and Forman, H. “A Supply Chain Study of Technology Trust and Antecedents to Technology Internalization Consequences,” International Journal of Physical Distribution and Logistics Management, 36, 4, pp. 271-288, 2006.
[27]Lippert, S. K., An Exploratory Study into The Relevance of Trust in the Context of Information Systems Technology, doctoral dissertation, The George Washington University, Washington, DC, 2001.
[28]Marcella, A. J., Stone, L., and Sampias, W.J., Electronic Commerce: Control Issues for Securing Virtual Enterprises, The Institute of Internal Auditors, December 1998.
[29]McKnight, D. H. Cummings, L. L. and Chervany, N. L., “Managers as Initiators of Trust: an Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior,” Academy of Management Review, 23, 3, pp. 513- 530, 1998.
[30]McKnight, D. H., Choudhury, V. and Kacmar, C. “The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: a Trust Building Model,” Journal of Strategic Information Systems, 11, pp. 297-323, 2002.
[31]Mobile Payment Forum, Enabling Secure, Interoperable, and User-friendly Mobile Payments, Mobile Payment Forum White Paper, 2002.
[32]Pan, M. C. “The Effects of Payment Mechanism and Shopping Situation on Purchasing Intention - The Moderating Effect of Product Involvement,” Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, pp.1-10, 2007.
[33]Parker, D. B. “A New Framework for Information Security to Avoid Information Anarchy,” IFIP, pp. 155-164, 1995.
[34]Pavlou, P. A. “Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model,” International Journal of Electronic Commerce, 7, 3, pp. 101-134, 2003.
[35]Peter, J. and Ryan, M. “An Investigation of Perceived Risk at the Brand Level,” Journal of Marketing Research, 13, pp. 184-188, 1976.
[36]Peter, J. P. and Tarpey, L. X. “A Comparative Analysis of Three Consumer Decision Strategies,” Journal of Consumer Research, 1, pp.29-37, 1975.
[37]Ratnasingam, P. and Pavlou, P. A. “Technology Trust in Internet Based Inter-Organizational Electronic Commerce,” Journal of Electronic Commerce in Organizations, 1, 1, pp. 17- 41, 2003.
[38]Ratnasingam, P. and Pavlou, P. A. “Technology Trust: The Next Value Creator in B2B Electronic Commerce,” International Resources Management Association Conference, Washington, Seattle, 2002.
[39]Shapiro, D. “Business on a Handshake,” Negotiation Journal, pp. 152-167, 1992.
[40]Shirley, T. and Todd, P. A. “Understanding Information Technology Usage: A Test of Competing Models,” Information System Research, 6, 2, pp. 144-177, 1995.
[41]Soman, D. “Effects of Payment Mechanism on Spending Behavior: The Role of Rehearsal and Immediacy of Payments,” The Journal of Consumer Research, 27, 4, pp. 460-474, 2001.
[42]Swaminathan, V., White, L. E. and Rao, B. P. “Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange,” Journal of Computer-Mediated Communication, 5, 2, 1999.
[43]Tan, Y. H. and Thoen, W. “Towards a Generic Model of Trust for Electronic Commerce,” International Journal of Electronic Commerce, 3, pp. 65-81, 1998.
[44]Zucker, L. G. “Production of Trust: Institutional Sources of Economic Structure,” Research in Organizational Behavior, 8, pp. 53-111, 1986.
中文部份
[45]吳肇銘，〈影響網站使用意向之因素研究─以入門網站為例〉，國立中大學，博士論文，1999。
[46]李俊賢，＜NFC行動電話使用者行為模式之研究－以整合科技接受模型探討＞，義守大學，碩士論文，2007。
[47]李素瑜，〈影響行動付款使用意願之探討〉，輔仁大學，碩士論文，2005。
[48]林俐君，〈影響消費者採用多功能行動付款之因素〉，國立中央大學，碩士論文，2006。
[49]邱皓政，《量化研究法(一)研究設計與資料處理》，修訂版，台北，雙葉書廊，2008。
[50]張彥淳，〈影響消費者採用行動付款因素之研究〉，國立中央大學，碩士論文，2005。
[51]張罄文，〈影響消費者採用近端行動交易意願因素之研究〉，國立成功大學，碩士論文，2006。
[52]連子清，〈行動付款潛在需求與未來發展趨勢之探討〉，國立台北大學，碩士論文，2005。
[53]陳順宇，《多變量分析》，第三版，華泰文化，2003。
[54]陳嘉鐘、陳三益，小額付款發展現況及趨勢，台灣金融財務季刊，第三輯第一期，2002。
[55]陳穎寬，〈NFC手機小額付費使用者接受意向探討〉，中華大學，碩士論文，2007。
[56]楊俊軒，〈網際網路消費行為之研究〉，國立政治大學，碩士論文，1997。
[57]蕭節中，〈NFC (NFC) 在行動商務應用之安全評量〉，台灣科技大學，碩士論文，2006。
網站部份
[58]ABI research, “2011 NFC-Enabled Cellular Terminal Forecast Downgraded to 450 Million Units,” http://www.abiresearch.com/press/719-2011+NFC-Enabled+Cellular+Terminal+Forecast+Downgraded+to+450+Million+Units (access:2008/09/9).
[59]EE Times, Juniper predicts $600 billion gross mobile payments figure for 2013, http://www.eetimes.com/showArticle.jhtml?articleID=210300254 (access: 2008/08/30).
[60]iThome網站，遠傳與大學合作　NFC手機應用前進校園，http://www.ithome.com.tw/itadm/article.php?c=50959 (access: 2008/09/18)。
[61]NFC FORUM, “Near Field Communication in the real world Turning the NFC promise into profitable, everyday applications,” http://www.nfc-forum.org/resources/white_papers/Innovision_whitePaper1.pdf (access:2008/08/30).
[62]NFC WORLD, “NFC International Standard Accreditation,” http://www.nfc-world.com/en/about/index.html (access:2008/09/9).
[63]NTT DoCoMo網站，http://www.nttDoCoMo.com/services/osaifu/index.html (access:2008/09/10)。
[64]中華電信，中華電信、台北智慧卡票證、Nokia攜手合作開啟行動悠遊Easy-Mo服務盡享一機在手、悠遊台北城，http://www.cht.com.tw/CompanyCat.php?CatID=4&NewsID=1286&Page=HotNewsDetail (access: 2008/08/30)。
[65]可攜式電子設計，行動科技在你身邊守候：NFCNFC之現況 ，http://pdt.acesuppliers.com/meg/meg_1_6846741220081655526095253_8461.html　(access: 2008/09/10)。
[66]威寶電信，威通卡，http://www.vibo.com.tw/CWS/Consumer_05_08_09,,,,.html (access : 2008/08/30)。
[67]恩智浦網站，飛利浦與 SKT 聯手簡化全球近距離無線通訊 (NFC) 發展，http://www.tw.nxp.com/news/content/file_1237.html (access: 2008/08/30)。
[68]新電子2008年1月號262期，結合產官力量NFC手機開創便利新生活，http://www.mem.com.tw/marketanalysis_content.asp?sn=0801030009(access:2008/08/30)。
[69]經濟部RFID應用推動辦公室，行動生活之夢想實踐家遠傳嗶嗶Go，http://www.rfid.org.tw/content.php?sn=283 (access:2008/12/20 )。
[70]經濟部通訊產業發展推動小組，NFC發展近況與未來展望，http://203.207.4.85/_attfiles/73CD2211Y47V345124O8CKRC9/NFC發展近況與未來展望.pdf (access:2008/08/30)
[71]資策會FIND，2008年第一季我國行動上網觀測，http://www.find.org.tw/find/home.aspx?page=many&id=19 (access：2008/08/30)。
[72]資策會FIND，2008年2012-2015的付款趨勢：以手機進行非接觸付款，http://www.find.org.tw/find/home.aspx?page=news&id=5282
(access:2009/2/28)。
[73]電子工程專輯，2006年利用NFC實現消費設備連接和增值應用，http://www.eettaiwan.com/ART_8800417149_617723_TA_2efd9cd8.HTM (access:2008/08/30)。
[74]遠傳電信，遠傳電信嗶嗶Go，http://promotion.fetnet.net/pmt/bebego/index.html (access :2008/08/30)。