臺灣博碩士論文加值系統

隨著資通訊科技的蓬勃發展，電子商務的代收金流部分漸漸受到業界的重視，提供24小時全年無休且無遠弗屆的自動化繳費平台，不僅可大幅降低回收成本，更可提供多客戶多樣化的服務項目，提高顧客滿意度。本研究的研究對象為曾經使用過網路繳費的使用者，以 (Venkatesh & Davis, 2000) 的科技接受模式延伸模式TAM2 為理論基礎，並根據相關文獻修正構面的變數，加入「習慣」與「信任」變數以實證研究的方式探討影響消費者採用網路繳費的因素，問卷發放自2011年3月18日至2011年4月20止，有效樣本數228份，利用SPSS12.0與AMOS 5.0統計軟體進行分析建立結構方程模式來檢定變數的路徑是否具有顯著性，並藉以驗證本研究假說。研究結果發現(1)使用者的「習慣」因素對網路繳費的「知覺有用性」、「知覺易用性」與「使用意圖」均有顯著的正向影響；(2)使用者的「信任」、「知覺有用性」因素對網路繳費的「使用意圖」有顯著的正向影響；(3) 「知覺易用性」、「相容性」因素對網路繳費的「知覺有用性」有顯著的正向影響；(4)曾使用過網路繳費受訪者中最常使用的網路繳費服務為線上繳費系統。

With the rapid development of information and communication technologies, collection of payment by internet getting attention to some industries. Providing 24 hours a day and far-reaching platform for the automation of payment, not only can greatly reduce recovery cost, but also provide a variety of services to customers and improve customer satisfaction.The participants in this study is the users with online paying system experience.We adopt the extended model of technology acceptance model (TAM2) (Venkatesh & Davis, 2000) as the theoretical basis and modified the TAM2, by adding two variables of "habit" and "trust" to process an empirical study of consumer adoption of online payment. We delivered questionnaires from 18 March 2011 to 20 April 2011, resulting in 228 effective observations. Then we used statistical software of SPSS12.0 and AMOS 5.0 to test our hypotheses. The results indicate that (1) the factor of user's "habit" has positive effect on the "perceived usefulness", "perceived ease of use" and "intended use" (2) the factors of users’ "trust", "perceived usefulness" have positive influence on the"intention to use"; (3) the factors of "perceived ease of use" and "compatibility" have positive influence on the " perceived usefulness”; and (4) respondents who had used the online paying system often use the Internet payment service for online payment.

封面
摘要
英文摘要
目錄
圖目錄
表目錄
第一章 緒論
第一節 研究背景
第二節 研究動機與目的
第三節 研究流程
第二章 文獻探討
第一節 台灣電信市場發展現況
第二節 中華電信帳單繳費作業介紹
第三節 使用者對資訊科技採用行為
第四節 科技接受模式之相關研究
第五節 使用者對於網路繳費接受度的外部變數
第三章 研究方法
第一節 研究架構
第二節 研究變數與操作型定義
第三節 研究假設
第四節 變數衡量與問卷設計
第五節 資料蒐集方法
第六節 資料分析方法
第七節 問卷前測方式
第四章 資料分析
第一節 樣本結構之敘述性分析
第二節 信效度分析
第三節 獨立樣本T檢定
第四節 差異性檢定分析
第五節 結構模式分析
第六節 中介變數分析
第七節 研究假設檢定結果
第五章 結論與建議
第一節 研究結論
第二節 管理實務上的建議
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