臺灣博碩士論文加值系統

股市對於機會主義者而言是個迷人的市場，一頭栽進去後，就會頻繁的進出。然而在交易成本與效率的考量下，愈來愈多的投資人選擇快速、便利且手續費較優惠的網路下單交易模式，這顯然是個未來的趨勢。面對時代的變遷，從業人員當須及早做好因應之道；證券業者想要永續經營，立於不敗，更應正視此一趨勢。而經營一位新客戶所需付出的成本是保留一位舊客戶的五倍；因此，針對投資人選擇持續使用證券網路下單系統的行為加以探討，以作為日後證券業者推廣及改善相關業務之參考依據，以符合廣大投資人的需求與偏好，進而搶攻市場占有率。本研究結合資訊系統成功模型與科技接受模式，再納入「焦點團體訪談」所蒐集到之變項「習慣」，發展出本研究架構。以國內已開立證券電子交易戶之實動戶為分析對象，透過實體問卷發放，輔以網路問卷，經過兩個月的樣本蒐集，共取得523份問卷，最後以有效樣本數340份進行結構方程模式分析，驗證本研究假設。實證發現：
一、在整體模式中，對網路下單「持續使用行為」之影響效果，從外生變數看，以「習慣」為最高，「系統品質」次之，顯示「習慣」對「持續使用行為」的重大影響。
二、在三大品質內涵中，「系統品質」是影響「持續使用行為」最重要的因素，在對「知覺有用性」與「使用者滿意度」的影響上，也是惟一具有顯著性者，顯示「系統品質」是持續使用者最主要的訴求。而「資訊品質」、「服務品質」的衡量指標與「系統品質」具有高度重疊性，傾向解釋力已被稀釋。
三、「知覺有用性」、「知覺易用性」對「持續使用行為」的影響效果係數偏低，顯示在本研究中，此二構念並非重要的影響要素。
四、實證「使用者滿意度」正向影響「使用意圖」，進而影響「持續使用行為」；而「習慣」正向影響「使用意圖」，進而影響「持續使用行為」，是本研究最重要的發現。

Stock market is fascinating to the opportunists. They will trade frequently after plunging into it. However, under the considerations of trading costs and efficiency, more and more investors choose the way of online stock trading which is fast, convenient, and has preferential fee. Obviously, this is a future trend. Therefore, facing to the changing times, people of relevant business should well-prepared early to deal with it. If the managers of security industry would like to have sustainable operation and establish themselves in an unassailable position, they must face up to this trend. The cost of establishing a new customer is five times more than maintaining an old one. As a result, to explore the investors choose continuous use behavior of online security trading system as reference for security industry to promote and improve relevant business in the future. As well as to fit large amount of investors’ needs and preferences further to race to grab market occupancy rate.
The model of this study is developed by combining DeLone and McLean’s Information System Success Model (D & M) and Technology Acceptance Model (TAM). The variable of “Habit” was collected from “Focus Group” to develop research model. Using domestic opened and operative ones of security e-trade accounts as analysis objects. Through distributing paper questionnaire and being assisted with online questionnaire, we obtain 340 valid samples out of 523 after collecting samples among two months. Then we apply “Structural Equation Modeling” to analyze the data and test hypothesis. Depending on the analysis of real evidences, this study have four conclusions:
1. In overall model, according to exogenous variables, “Habit” is the most effective to “Continuous Use Behavior” of online stock trading, and followed by “System Quality”. It reveals that “Habit” have greatly influence on“Continuous Use Behavior”.
2. In three quality contents, “System Quality” is the most important factor affecting “Continuous Use Behavior”; it is also the only significant factor affecting “Perceived usefulness” and “User Satisfaction”, it shows “System Quality” is the major requirement of continued users. The measurement of “Information Quality” and “Service Quality” has great overlap with “System Quality”, tend to explanatory power has been attenuated.
3. The effective coefficient of “Perceived Usefulness” and “Perceived Ease of Use” to “Continuous Use Behavior” is low, accordingly, these two constructs are not important impact factors in this study.
4. We demonstrate that not only “User Satisfaction” positively affects “Using Intention” and further affects “Continuous Use Behavior” in this study, but also the most important discovery is “Habit” positive affects “Using Intention” and further affects “Continuous Use Behavior”.

中文摘要............................................................................................................................Ⅱ
ABSTRACT.......................................................................................................................Ⅲ
目 錄..................................................................................................................................Ⅴ
表目錄................................................................................................................................Ⅶ
圖目錄................................................................................................................................Ⅷ
第一章 緒論........................................................................................................................1
第一節 研究背景與動機.................................................................................................1
第二節 研究目的.............................................................................................................3
第三節 研究流程.............................................................................................................5
第二章 文獻探討................................................................................................................7
第一節 持續使用行為.....................................................................................................7
第二節 資訊系統成功模型...........................................................................................13
第三節 科技接受模式...................................................................................................19
第四節 使用者滿意度...................................................................................................23
第五節 使用意圖……………………………………………………………….….….25
第六節 習慣……………..…….……………………………………………….….…..26
第七節 變數之間的關係與假設推導…………..…….…………………….…..…….31
第三章 研究方法..............................................................................................................35
第一節 研究架構...........................................................................................................35
第二節 研究假說...........................................................................................................37
第三節 研究變數操作性定義與衡量...........................................................................38
第四節 問卷設計...........................................................................................................47
第五節 資料蒐集方法...................................................................................................48
第六節 資料分析方法...................................................................................................50
第四章 資料分析..............................................................................................................51
第一節 敘述性統計分析..............................................................................................51
第二節 問卷量表分析..................................................................................................58
第三節 整體模式分析..................................................................................................70
第五章 結論與建議..........................................................................................................89
第一節 結論.................................................................................................................89
第二節 學術暨管理意涵.............................................................................................91
第三節 研究限制與後續研究建議.............................................................................93
參考文獻...........................................................................................................................95
附錄一 研究問卷...........................................................................................................101
附錄二 焦點團體訪談整理...........................................................................................108
附錄三 焦點團體訪談結果歸納於各理論構念...........................................................109

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