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研究生:吳佩璇
研究生(外文):Pei-Shiuan Wu
論文名稱:探討證券網路下單系統的使用意圖及行為之影響因素
論文名稱(外文):A Study of Behavior Intention and Use Behavior of Online Trading System
指導教授:鄭毅萍鄭毅萍引用關係
指導教授(外文):Yih-Ping Cheng
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士在職專班
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:2012
畢業學年度:100
語文別:中文
論文頁數:117
中文關鍵詞:網路下單行為意圖整合型科技接受模式(UTAUT)知覺風險使用行為
外文關鍵詞:Use BehaviorOnline TradingBehavior IntentionUTAUT
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隨著網際網路普及率的上升和網際網路的推陳出新,藉由網路來進行金融商品間的交易也逐漸發展,國內的網路下單也逐年成長,因此如何吸引投資人利用網路來進行下單的動作,是網路券商最重要的工作。為瞭解使用者使用證券網路下單系統的行為意圖,需進一步探討影響使用者接受與使用的關鍵因素。
本研究以Venkatesh et al.(2003)提出的「整合型科技接受模式(Unified Theory of Acceptance and Use of Technology,UTAUT)」中「績效預期」、「付出預期」、「社會影響」、「配合條件」主要概念觀點,並考慮在網際網路上進行交易時,使用者對虛擬環境可能產生的「知覺風險」,進一步考慮性別,年齡,經驗等變數對證券網路下單系統的行為意圖和使用行為的影響。
經由質性訪談的研究結果發現,使用者使用證券網路下單系統之「績效預期」對行為意圖有正向影響,特別是受到男性,年輕者和經驗豐富者的影響為高,「付出預期」對行為意圖有正向影響,特別是受到女性,年輕者和經驗不足者的影響為高,「社會影響」對行為意圖沒有影響,也不會受到干擾變數的影響,「知覺風險」對行為意圖有負向影響,特別是受到女性的影響為高,「配合條件」對行為意圖有正向影響,特別是受到男性和年長者的影響為高。另外由訪談的其他發現可知,使用者的「習慣」對於「行為意圖」具有影響。
最後透過研究發現,可以了解消費者對證券網路下單系統的需求,以提供券商做為推廣證券網路下單交易方式之參考依據,達成企業長久經營,符合雙贏的網路下單環境。
With the increasing widespread access to the Internet and continuous innovation, using the Internet as a platform for the sale of financial products is also gaining steam, as witnessed by the growing volume of online stock trades. As such, it is important for online stock brokerages to understand how to attract customers to place their orders online. To further understand consumers’ motivation for using online trading platforms, we need to discuss the factors affecting users’ behavior intention and usage behavior pertaining to online trades.
This paper is written based on the Unified Theory of Acceptance and Use of Technology, UTAUT, Venkatesh et al. (2003). We used an integrated perspective approach, reexamined pervious major technology acceptable behavior theories and methods, and analyzed performance expectancy, effort expectancy, social influence, facilitation conditions, and other factors. In addition, we analyzed consumers’ perceived risk towards the virtual environment of online trading, paying specific attention to the impact differences in terms of gender, age, and experience that affect on users’ behavior intention and usage.
Through the research results obtained from the qualitative interviews, we found out that performance expectancy, effort expectancy and facilitation conditions all have positive impact on behavior intention to utilize online trading systems, but perceived risks have a negative impact on it. Moreover, social influence has no impact at all. Performance expectancy is affected by men, younger and increasing experience. Furthermore, effort expectancy is affected by women, younger and experience at early stages. Perceived risks are affected by women. Social influence is not affected by gender, age and experience. In addition, facilitation conditions are affected by men and elder. Lastly, the interviews also revealed that users’ habit influence behavior intention.
In conclusion, we hope a better understanding of users’ needs pertaining to online trading systems derived from this research can serve as a basis for online brokerages to improve upon their current offerings and expand the online trading market, creating a win-win situation for all.
中文摘要 I
ABSTRACT II
誌 謝 IV
目 錄 V
表 目 錄 VII
圖 目 錄 IX
第壹章 緒論 1
第一節 研究背景及動機 1
第二節 研究問題與目的 5
第三節 研究流程 5
第貳章 文獻探討 7
第一節 網路券商和網路下單 7
一、 傳統券商和網路券商 7
二、 網路下單流程 8
三、 傳統下單和網路下單之差異 9
四、 網路下單的優缺點 10
第二節 整合型科技接受模式(Unified Theory of Acceptance and Use of Tehnology,UTAUT) 12
一、 理性行為理論(Theory of Reasoned Action,TRA) 17
二、 計畫行為理論(Theory Of Planned Behavior,TPB) 17
三、 科技接受理論(Technology Acceptance Model,TAM) 18
四、 TAM與TPB結合模式(Combined TAM and TPB,C-TAM-TPB) 20
五、 動機模式(Motivational Model,MM) 20
六、 PC使用模式(Model of PC Utilization,MPCU) 21
七、 創新擴散理論(Innovation Diffusion Theory,IDT) 23
八、 社會認知理論(Social Cognitive Theory,SCT) 24
第三節 知覺風險(Perceived Risk) 26
一、 知覺風險的定義 26
二、 知覺風險的構面 26
三、 網路下單的知覺風險 27
第參章 研究方法 28
第一節 研究的概念性架構 28
第二節 訪談問題項目 29
第三節 資料蒐集與分析方法 32
第肆章 資料分析與討論 33
第一節 研究對象基本資料 33
第二節 訪談內容編碼 35
第三節 研究發現與討論 50
第四節 綜合分析與歸納 89
第伍章 結論與建議 97
第一節 研究結論 97
第二節 理論與實務意涵 101
第三節 研究限制 104
第四節 未來研究方向 104
參考文獻 105
中文部分
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英文部分
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網站部分
1.台灣證券交易所 http://www.twse.com.tw/ch/
2.財團法人台灣網路中心(TWNIC) http://www.twnic.net.tw/
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