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研究生:林俊榮
研究生(外文):Chun-Jung Lin
論文名稱:影響採用自助服務科技之因素:以網路下單系統為例
論文名稱(外文):Factors Affecting the Adoption of Self-Service Technology–An Empirical Study of Online Stock Trading System
指導教授:顧宜錚顧宜錚引用關係
學位類別:碩士
校院名稱:靜宜大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:77
中文關鍵詞:自助服務科技網路下單先佔優勢虛實整合
外文關鍵詞:Self-Service Technologyonline stock tradingClick-and-MortarFirst-Mover advantage
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由於網路及資訊科技的發展與普及,使得網路應用之自助服務科技變得可行。因此,許多企業紛紛推行自助服務科技,以提供消費者另一個更為便利的營運管道,不只能讓消費者享受更為便利的服務,提高滿意度,也能減少企業所需花費的人力與財力。然而,有那些因素會影響消費者採用自助服務科技,是企業在推行自助服務科技前所必須瞭解的。本研究以台灣證券商提供網路下單科技為例,藉由問卷調查找出影響消費者選擇申辦自助服務之因素,並分析影響消費者使用自助服務科技之因素。本研究的問卷調查結果發現,主要有六項因素會影響消費者採用自助服務科技,分別為系統品質、交易便利性、口碑推薦、組織績效、通路轉換和行銷方案,其中以系統品質的影響係數最高。此外,本研究進一步利用科技接受模式分析影響消費者使用網路下單系統意願之因素,結果發現,消費者對於系統的知覺有用性與知覺易用性會顯著影響其對使用網路下單系統的態度,並間接影響其對系統的使用意願。本研究結果除了提供自助服務科技相關研究之參考外,亦針對券商及推行自助服務的企業提供具體的行銷策略建議。
With the development of information technology, enterprises adopted Internet-based self-service technology to provide customers innovative service channel, to enhance customer satisfaction, and to reduce operational cost. However, enterprise can’t implement self-service technology successfully without understanding the factors affecting the adoption of self-service technology. The purpose of this study is to explore the factors affecting the adoption of self-service technology based on an empirical study of online stock trading system in Taiwan. A quantitative survey was conducted to examine the relationships between the influential variables proposed by previous studies and user behavior of self-service technology. The results show that there are six factors affecting the adoption of self-service technology, including system quality, convenient trading, word-of-mouth, organization performance, channel switching, and marketing program. In addition, the results also show that users’ attitudes toward using online stock trading system are determined primarily by users’ perceived usefulness and perceived ease of use, and users’ intentions to use online stock trading system are affected significantly by users’ attitudes. The findings of this study have significant implications for the studies of self-service technology. Finally, we made some marketing suggestions for stock brokers and practicers.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 4
第四節 論文結構 6
第二章 文獻探討 7
第一節 自助服務科技 7
一 何謂自助服務科技 7
二 網路下單介紹 10
三 網路下單的優缺點 11
第二節 影響採用因素 13
一 科技接受模式 14
二 影響採用資訊科技之因素 15
第三節 虛實整合經營模式 17
一 何謂虛實整合模式 17
二 企業整合虛實的優缺點 18
第四節 先佔優勢 21
一 先佔優勢定義 21
二 先佔者的優缺點 23
第三章 研究方法 26
第一節 研究架構 26
第二節 研究設計 27
一 研究假說 27
二 問卷調查法 28
三 問卷設計 30
第三節 樣本來源 35
第四節 資料分析方法 36
第四章 資料分析 38
第一節 個人背景資料與投資情況 38
一 人口統計資料 38
二 交易情況與經驗 40
三 採用券商情況 43
第二節 先佔優勢 44
第三節 影響選擇券商開辦網路下單之因素 46
一 因素分析 46
二 樣本敘述 51
第四節 影響採用網路下單系統之因素 53
一 樣本敘述 53
二 因素分析 54
三 結構方程模式 56
第五章 結論與建議 62
第一節 研究結論 62
第二節 研究貢獻 63
第三節 研究限制及未來研究建議 65
參考文獻 66
附錄1 71
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