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研究生:吳凱琳
研究生(外文):Kai Lin Wu
論文名稱:影響民眾轉換使用電子帳單及繳費系統關鍵因素之研究
論文名稱(外文):The Study of the Key Factors that Influence the Public to Switch to Electronic Bill Presentment and Payment
指導教授:黃蘭鍈黃蘭鍈引用關係
指導教授(外文):Lan-Ying Huang
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:115
中文關鍵詞:創新屬性個人差異轉換成本轉換意願
外文關鍵詞:Innovation characteristicsIndividual differenceSwitching costsSwitching intention.
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網路的普及以及電子化自助式服務系統影響現代人的生活方式,透過自助式服務科技與網際網路的結合,不但能為企業節省成本,也能為消費者帶來更便利、省時、省力的生活方式。對於使用者轉換意願的探討,在文獻中主要有科技接受模式、創新屬性、個人差異以及轉換成本。
本研究設計以具有網路經驗的族群為便利樣本,由網路問卷調查法進行。經實徵研究結果證實:一、在創新屬性中的相容性對轉換成本有負向顯著影響,相對利益和複雜性對轉換成本的影響並不顯著;二、個人差異中的慣性、需要他人協助、科技的焦慮對轉換成本皆有正向顯著影響;三、創新屬性中唯有相容性對轉換意願有正向顯著影響,相對利益與複雜性則不成立;四、個人差異中的慣性對轉換意願有負向顯著影響;五、而在本研究中,轉換成本對轉換意願的影響並不顯著。六、透過本研究發現,轉換成本在相容性與轉換意願中具有部分中介的效果,另外,在慣性與轉換意願中,亦具有部分中介之效果。
因此,建議自助式服務科技之業者,在設計服務系統時,必須要瞭解消費者個人差異之重要性,並尋求發展與消費者過去經驗最相容的自助式服務系統,進而降低消費者的轉換成本,增加消費者的轉換意願,爲消費者帶來真正所需的價值。
People’s life style is deeply influenced by the rise of Internet and the self-service technology. Especially through the integrating of Internet and self-service technology, it is not only saving the cost of firm but also bringing the time and effort saving to consumers. In this study, to explore the switching intention, we use Technology Accept Model (TAM), Diffusion of innovation (DOI), individual difference and switching costs as the study’s main theory.
In this study, we use convenience sampling from Internet survey. The results are: 1) in the innovation characteristics, the compatibility has negative effect on switching costs; the effects of relative advantage and complexity on switching costs are not significant. 2) In the individual difference, inertia, need for interaction and technology anxiety all have positive effect on switching costs. 3) The innovation characteristics of compatibility has significant positive effect on switching intention. 4) In the individual difference, only inertia has significant negative effect on switching intention. 5) The effect of switching costs on switching intention is not significant in this study. 6) The switching costs have partly mediating effect between compatibility and switching intention as well as inertia and switching intention.
According to the result of this study, we suggest that enterprises have to understand the importance of individual difference and design the self-service technology which compatibility with one’s past experience to reduce the switching costs one perceived and then increase the switching intention.
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 7
1.3 Research Methodology 8
1.4 Research Procedure 9
1.5 Research Organization 10
CHAPTER 2 LITERATURE REVIEW 12
2.1 Electronic Bill Presentment and Payment 12
2.2 Technology Acceptance Model, TAM 30
2.3 Diffusion of innovation theory 32
2.4 Switching Costs 38
2.5 Individual Difference 45
2.6 Switching Intention 49
CHAPTER 3 RESEARCH FRAMEWORK AND METHODOLOGY 50
3.1 Research Framework 50
3.2 Research Hypotheses 50
3.3 Operational Definitions of Variables 60
3.4 Questionnaire Design and Content 61
3.5 Research Subject and Sampling Method 66
3.6 Related Analysis Method 67
CHAPTER 4 DATA ANALYSIS AND RESULT 70
4.1 Pre-test 70
4.2 Description of Data 71
4.3 Measurement model 77
4.4 Confirmatory Factor Analysis 83
4.5 Structural Model Analysis 84
CHAPTER 5 CONCLUSION AND SUGGESTIONS 93
5.1 Conclusion and Discussion 93
5.2 Theoretical Implications 99
5.3 Managerial Implications 100
5.4 Limitation and Suggestion for Future Research 102
REFERENCES 104
Appendix The questionnaire in Chinese 111


List of Figures
Figure 1.1 Early EBPP Forecasts 3
Figure 1.2 U.S. Consumers Preferred
Method of Receiving Documents 4
Figure 1.3 First-Class Mail Volume Forecast vs. Actual 5
Figure 1.4 Consumer Preferences of U.S.
Online Consumers (2004) 5
Figure 2.1 The Processes of Bill payment 15
Figure 2.2 A three-stage processes 18
Figure 2.3.A general process of EBPP 19
Figure 2.4 The snapshot of the FrontPage of Taiwan Power 26
Figure 2.5 The snapshot of Bill presentment as lists 27
Figure 2.6 The snapshot of Bill presentment as detail 27
Figure 2.7 The snapshot of Bill payment 28
Figure 2.8 The snapshot of Yahoo Bill delivery 28
Figure 2.9 Technology acceptance model (Davis, 1989) 31
Figure 3.1 The Research Model of this study 50
Figure 4.1 The relationship of paths of this study 87
Figure 4.2 The relationship of paths of mediating effect 90

List of Tables
Table 2.1 Benefits for users 22
Table 2.2 Comparing the processes of paper
based bill with e-billing 23
Table 2.3 Aspects of Innovation characteristics 36
Table 2.4 Typology and Aspects of switching costs 39
Table 2.5 The antecedents of switching costs 44
Table 2.6 The types of individual difference 48
Table 3.1 Definitions and measurement
constructs of variables 60
Table 3.2 The measurement of innovation characteristics 62
Table 3.3 The measurement of individual difference 63
Table 3.4 The measurement of switching costs 65
Table 3.5 The measurement of switching intention 66
Table 4.1 Demographic attributes 72
Table 4.2 Mean and Standard Deviation
of Measurement Items 73
Table 4.3 Original factor loadings scale 78
Table 4.4 Factor loadings of the refined scale 81
Table 4.5 The model fit of measurement 84
Table 4.6 The model fit of the study 86
Table 4.7 The results of estimated value of path
parameters and significance 88
Table 4.8 The mediating effect of switching cost 91
Table 4.9 The model fit of the mediating effect 92
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