臺灣博碩士論文加值系統

近幾年台灣民眾對於網路的使用逐漸普遍，只是其應用深度仍有待發展，尤其是與金融服務相關的e 化服務，透過這類服務的推廣，不但能有效將民眾的日常生活與網路應用服務作結合，更有助於整體電子商務市場的熱絡與發展。因此本研究以網路銀行的服務為例，進一步了解影響e 化服務採用之因素。

本研究認為e 化服務的使用，包括兩項主要的障礙，其一是來自於使用資訊科技的行為時，所感受到的困難與障礙，其二則是在面對虛擬的環境時，其所感受到的不確定性與風險。是故本研究進一步將信任、知覺風險與知覺利益的影響納入研究模型之中，從不同角度剖析消費者對於網路銀行的使用意願，其中更包括影響信任與知覺風險的前置因素，企圖對於民眾使用網路銀行的行為，提出更具整合性的觀點與解釋，有效預測消費者對於網路銀行的使用意願，以期透過網路銀行服務的推廣，進而提高消費者對於電子化服務的接受度與應用深度。

研究中同時包括了影響信任與知覺風險的重要因素，根據結果顯示，知覺安全性與知覺隱私性與知覺風險存在負向的關係，兩者同時影響信任，再加上熟悉性與知覺資訊品質的效果，可以解釋大約65%的信任；另外知覺易用性正向影響知覺有用性，而知覺有用性則直接影響了消費者對於網路銀行的使用意願，這與過去的研究結果相似，但相較於其它因素而言，知覺有用性對於個人使用意願的影響力明顯變小；除此之外，本研究也發現信任不但可以提高知覺有用性與降低知覺風險，更加深了對於知覺利益性的知覺，因此若能有效建立消費者與銀行之間的信任關係，則可收事半功倍之效。最後，影響使用意願最大的因素是知覺利益性，其次則是信任、知覺有用性，知覺風險則削弱了個人的使用意願，共解釋約62%的個人使用意願

Recently we found that internet behaviors and applications become normally for Taiwanese consumers, but the level of that still need improved. Therefore, the main purpose of our research is inquiring into the factors affecting the adoption of e-service and employs the internet banking（IB）as a study case. In this study, we consider the usage of IB can be divided into two parts. First part is relative to the technological barrier about internet usage. Second part is personal belief about the adoption of IB. Therefore, we developed a research construct based on the Technology Acceptance Model（TAM）and Theory of Reasoned Action（TRA） with an added construct, such as trust, perceived risk, and perceived benefit. Furthermore, we tested its ability in predicting customer’s intention of adoption IB and trying to propose an integration view of e-service adoption.

We designed a questionnaire and used it to survey a convenient sample of customersof IB and obtained 344 usable responses. We analyzed the data using Structured Equation Modeling (SEM) to evaluate the strength of the hypothesized relationships, if any, among the constructs, which include Perceived Ease of Use, Familiarity, Perceived Information Quality, Perceived Security and Perceived Privacy as independent variables, Perceived Usefulness, Trust, Perceived Risk, Perceived Benefit and Intention to Use as the dependent variables. The results provide support of the extended TAM model and confirm its effect in predicting customers'' intention of adoption of IB but the power becomes weak compare to other variables. The results show that Perceived Benefit had stronger positive effect to consumer’s intention than Perceived Usefulness. Beside trust also had similar effect to intention of use; even influence the Perceived Usefulness and Perceived Benefit but negative effect in Perceived Risk. By the way, this study also integrates the predictors of trust and perceived risk. Through this way, we can provide an integration point and useful information for bank management in formulating IB marketing strategies.

目 錄
中文摘要 ……………………………………………………………i
英文摘要 ……………………………………………………………ii
誌謝 …………………………………………………………………iii
目錄 …………………………………………………………………iv
表目錄 ………………………………………………………………vi
圖目錄 ………………………………………………………………vii

第一章 緒論…………………………………………………………1
1.1 研究背景 ………………………………………………………1
1.2 研究動機 ………………………………………………………3
1.3 研究問題 ………………………………………………………8
1.4 研究流程 ………………………………………………………9
第二章 文獻探討 …………………………………………………10
2.1 電子化服務……………………………………………………10
2.2 網路銀行………………………………………………………13
2.3 科技接受模型與理性行為理論………………………………17
2.3.1 科技接受模型………………………………………………17
2.3.2 理性行為理論………………………………………………24
2.4 知覺風險………………………………………………………26
2.4.1 知覺風險的定義……………………………………………27
2.4.2 知覺風險與使用意願………………………………………30
2.5 信任……………………………………………………………31
2.5.1 信任的定義…………………………………………………32
2.5.2 信任的建立與發展…………………………………………36
2.5.3 信任與使用意願……………………………………………40
2.6 信任、知覺風險與使用意願…………………………………43
2.6.1 信任與知覺風險的關係……………………………………43
2.6.2 信任、知覺風險與使用意願的關係………………………47
2.7 影響信任與知覺風險的外在(部)變數………………………49
2.7.1 熟悉性………………………………………………………51
2.7.2 知覺資訊品質………………………………………………53
2.7.3 知覺安全性與知覺隱私性…………………………………55
2.8 知覺利益………………………………………………………59
第三章 研究方法 …………………………………………………61
3.1 研究架構………………………………………………………61
3.2 研究假說………………………………………………………63
3.2.1 知覺易用性與知覺有用性…………………………………63
3.2.2 熟悉性………………………………………………………64
3.2.3 知覺資訊品質………………………………………………64
3.2.4 知覺隱私性…………………………………………………65
3.2.5 知覺安全性…………………………………………………66
3.2.6 信任…………………………………………………………67
3.2.7 知覺風險……………………………………………………69
3.2.8 知覺利益……………………………………………………69
3.3 研究設計………………………………………………………71
3.3.1 問卷發展與設計……………………………………………71
3.3.2 抽樣設計與資料搜集………………………………………74
3.3.3 資料分析方法………………………………………………74
第四章 研究結果與分析 …………………………………………77
4.1 背景資料分析…………………………………………………77
4.2 驗證性因素分析………………………………………………82
4.2.1 第一階段的 CFA 檢驗 ……………………………………83
4.2.2 第二階段的 CFA 檢驗 ……………………………………83
4.2.3 建構效度與平均變異抽取量………………………………86
4.2.4 區別效度……………………………………………………87
4.3 Cronbach’s α 信度分析……………………………………88
4.4 結構方程模式…………………………………………………92
第五章 研究結論與建議 …………………………………………97
5.1 研究結論………………………………………………………97
5.2 研究貢獻與建議………………………………………………99
5.3 研究限制與未來研究方向 …………………………………102
參考文獻 …………………………………………………………104
附錄一、預試問卷 ………………………………………………119
附錄二、正式問卷 ………………………………………………125

表目錄
表2-1 網路銀行的功能 …………………………………………15
表2-2 直接影響交易意願的因素 ………………………………23
表2-3 知覺風險的定義 …………………………………………29
表2-4 信任的定義 ………………………………………………35
表2-5 信任的建立、定義與動機 ………………………………37
表2-6 信任的產生 ………………………………………………38
表2-7 影響信任與知覺風險產生的因素 ………………………39
表2-8 信任、知覺風險與行為意願的影響關係整理表 ………46
表3-1 研究之假說彙整 …………………………………………70
表3-2 各變項之操作定義與問卷題項整理表 …………………71
表3-3 研究資料分析方法之彙整 ………………………………75
表3-4 資料分析指標與判斷準則整理表 ………………………76
表4-1 背景資料之分析 – 所有消費者 ………………………78
表4-2 背景資料之分析 – 針對使用網路銀行的消費者 ……80
表4-3 背景資料之分析 – 針對未使用網路銀行的消費者 …81
表4-4 驗證性分析之整體模式參數估計摘要表 ………………84
表4-5 驗證性分析之整體模式適配度檢核表 …………………85
表4-6 建構信度與平均變異數抽取量整理表 …………………86
表4-7 相關係數矩陣與區別效度分析表 ………………………87
表4-8 知覺有用性之Cronbach''s Alpha 係數整理表…………88
表4-9 知覺易用性之Cronbach''s Alpha 係數整理表…………89
表4-10 熟悉性之Cronbach''s Alpha 係數整理表 ……………89
表4-11 知覺安全性之Cronbach''s Alpha 係數整理表 ………89
表4-12 知覺隱私性之Cronbach''s Alpha 係數整理表 ………90
表4-13 知覺資訊品質之Cronbach''s Alpha 係數整理表 ……90
表4-14 信任之Cronbach''s Alpha 係數整理表 ………………91
表4-15 知覺風險之Cronbach''s Alpha 係數整理表 …………91
表4-16 知覺利益之Cronbach''s Alpha 係數整理表 …………91
表4-17 使用意願之Cronbach''s Alpha 係數整理表 …………92
表4-18 整體模式適配度檢核表…………………………………93
表4-19 研究假說結果之彙整……………………………………96

圖目錄
圖1-1 研究流程……………………………………………………9
圖2-1 科技接受模型 ……………………………………………18
圖2-2 理性行為理論 ……………………………………………24
圖3-1 研究架構圖 ………………………………………………62
圖4-1 整體模式路徑分析結果 …………………………………95

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