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研究生:黃晉暉
研究生(外文):Chin-Hui Huang
論文名稱:影響電子帳單使用意願因素之研究-以手機帳單為例
論文名稱(外文):A Research about the Influence Factors of Electronic Bill Presentment and Payment-A Case Study of Mobile Phone Bill
指導教授:蔡武德蔡武德引用關係黃義俊黃義俊引用關係
指導教授(外文):Wu-Der TsayYi-Chun Huang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:106
中文關鍵詞:電子帳單(EBPP)科技接受模型(TAM)電腦自我效能知覺風險社會影響
外文關鍵詞:Electronic Bill Presentment and Payment (EBPP)Technology Acceptance Model (TAM)Computer Self-EfficacyPerceived RiskSocial Influence
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近年來,由於網際網路的普及,促成了電子商務的興起,再加上全球環保意識的高漲,因此各帳單業者目前正積極的在推展電子帳單系統(electronic bill presentment and payment, EBPP)。本研究的主要目的在於以消費者的角度,針對電子帳單的特性,首先,引用科技接受模型(technology acceptance model, TAM)的因素,其次,導入電腦自我效能、社會影響與知覺風險等因素,再進一步建構成延伸式TAM模型,期能廣泛地探究影響消費者電子帳單使用意願的因素,同時以手機帳單的消費者為抽樣對象,運用結構方程模式等統計方法,以驗證本研究之實用性,並進而為企業界提出可行的策略與建議。
本研究主要利用網路調查方式回收問卷共410份。本研究之結論為:1.知覺有用性對使用意願有直接的正向影響,而知覺易用性則會透由知覺有用性來對使用意願產生間接影響。2.電腦自我效能會透過知覺有用性與知覺易用性來對使用意願產生間接正向的影響。3.社會影響會對使用意願有直接正向影響。4.知覺風險會對使用意願有直接負向影響。
Due to the rapid growth of World Wide Web in these recent years, it has caused the thriving of employing the electronic commerce. In addition, owing to the rising awakening to global environmental protection, the billers are spreading the Electronic Bill Presentment and Payment (EBPP) system actively and constructively. The purpose of this study is to highlight the characteristics of EBPP especially from the consumers’ angle. First of all, EBPP will apply the factors of the technology acceptance model (TAM). Secondly, EBPP will conduct the factors of computer self-efficacy、social influence and perceived risk and further build up an extended TAM. It is to hope that the related factors which influence consumers’ intention to use the EBPP system can be extensively discussed. In addition this study will select those pay-the-bill-via-mobile-phone consumers as sampling objects, using structural equation model statistic method to substantiate the practicality of this study and to further bring up feasible strategies and recommendations to entrepreneurs.
An internet survey was conducted with 410 effective questionnaires received. The results of this study indicate that (1) the perceived usefulness will have positive and direct effect on the intention to use the EBPP system and the perceived ease of use will have positive and indirect effect on the intention by the perceived usefulness, (2) the computer self-efficacy will positively and indirectly affect the use intention by perceived usefulness and perceived ease of use, (3) social influence will positively and directly affect the use intention,(4) customers’ perceived risk will negatively affect the use intention.
中文摘要 ----------------------------------------------------------------- i
英文摘要 ----------------------------------------------------------------- ii
誌謝 ----------------------------------------------------------------- iv
目錄 ----------------------------------------------------------------- v
表目錄 ----------------------------------------------------------------- vii
圖目錄 ----------------------------------------------------------------- ix
第一章 緒論----------------------------------------------------------- 1
第一節 研究背景-------------------------------------------------- 1
第二節 研究動機-------------------------------------------------- 3
第三節 研究目的-------------------------------------------------- 4
第四節 研究流程-------------------------------------------------- 6
第二章 文獻探討----------------------------------------------------- 7
第一節 電子帳單(EBPP)--------------------------------------- 7
第二節 科技接受模型-------------------------------------------- 22
第三節 TAM之擴充變數---------------------------------------- 37
第三章 研究方法與設計-------------------------------------------- 45
第一節 研究架構-------------------------------------------------- 45
第二節 操作性定義----------------------------------------------- 46
第三節 研究假設-------------------------------------------------- 47
第四節 問卷設計-------------------------------------------------- 52
第五節 研究範圍與限制----------------------------------------- 53
第六節 問卷前測-------------------------------------------------- 54
第七節 正式問卷之發放----------------------------------------- 56
第四章 資料分析----------------------------------------------------- 58
第一節 樣本結構分析-------------------------------------------- 58
第二節 敘述性統計分析----------------------------------------- 61
第三節 驗證性因素分析----------------------------------------- 70
第四節 信效度分析--------------------------------------------- 72
第五節 結構方程模式分析-------------------------------------- 78
第六節 假設驗證-------------------------------------------------- 83
第七節 修正後模式與路徑分析------------------------------- 86
第五章 結論與建議-------------------------------------------------- 88
第一節 研究結論-------------------------------------------------- 88
第二節 管理意涵-------------------------------------------------- 91
第三節 研究貢獻-------------------------------------------------- 93
第四節 未來研究建議-------------------------------------------- 94
參考文獻 ----------------------------------------------------------------- 95
附錄 研究問卷----------------------------------------------------- 104
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