臺灣博碩士論文加值系統

隨著3G、無線上網技術的進步，智慧型手機的普及率也越來越高，進而刺激使用行動付款的消費者數量。而NFC(Near Field Communication)是一種新型的標準化近距離無線通訊技術，其可用於各種資訊交換、讓行動裝置間透過無線網路做連結以及用作控制獲取資訊的密鑰如行動付款、票證與存取控制等，目前在許多國家皆已廣泛使用。因此本研究期望透過學術理論來了解台灣的消費者對於利用行動裝置進行NFC行動付款的採用意願，並進一步探討影響消費者採用NFC行動付款之因素。

本研究主要目的在探討消費者對於NFC行動付款的採用行為意圖之影響因素，以整合性科技接受模式(UTAUT)為主要理論架構，並考慮其他可能影響消費者行為模式之因素發展出本研究架構，探討績效預期、努力預期、社會影響、個人創新性、知覺風險、成本與產品涉入對消費者之NFC行動付款採用態度與意願之影響。最後根據研究結果提出結論與建議，以供NFC相關業者參考。而研究分析結果為績效預期、努力預期、社會影響、個人創新與產品涉入對行為意圖皆存在正向影響關係，成本與知覺風險則無顯著影響。

With the continuous progress of 3G and wireless technology, using smart phone becomes more and more popular. The number of consumers paying the bill via mobile payment also increases. Near Field Communication (NFC) is a Short Range Device wireless technology designed to exchange data, initiate connections with other wireless networks and act as a secured smart key for access to services such as cashless payment, ticketing and access control. Now it is widely used in many countries. Consequently, this study will use the science theory to realize consumers’ attitude toward the NFC mobile payment and find out the factors affecting the intention of consumers adopting NFC mobile payment.

The main purpose of this thesis is to inquire into the influence factors of the attitude and the adoption behavior of customers about mobile payment, taking 「Unified Theory of Acceptance and Use of Technology」as the main theoretical base. Other factors that may influence customer behavior will be considered when developing the research framework. Inquire how the performance expectancy, effort expectancy, social influence, personal innovativeness, perceived risk, costs and involvement with products influence the attitude and the intention of adopting NFC mobile payment. The empirical results show that performance expectancy, effort expectancy, social influence, personal innovativeness and involvement with products affect adoption intention significantly.

致謝 I
中文摘要 II
Abstract III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章 文獻探討 6
2.1 近距離無線通訊行動付款 6
2.1.1 近距離無線通訊概述 6
2.1.2 近距離無線通訊技術與服務架構 7
2.1.3 台灣近距離無線通訊行動付款近況 12
2.2 科技接受行為相關理論 13
2.2.1 理性行為理論 13
2.2.2 計畫行為理論 15
2.2.3 科技接受模式 16
2.2.4 延伸科技接受模式 17
2.3 整合性科技接受模式 19
2.4 個人創新性 25
2.5 知覺風險 27
2.5.1 知覺風險定義 27
2.5.2 知覺風險構面 27
2.6 成本 30
2.7產品涉入 31
第三章 研究方法 33
3.1 研究架構 33
3.2 研究假說 35
3.3 研究變數定義與問卷設計 37
3.4 資料收集 44
3.5 資料分析工具與方法 44
第四章 資料分析 47
4.1 樣本特徵描述 47
4.2 因素分析、信度與效度檢驗 52
4.3 研究模型與假說檢定 60
第五章 結論與建議 63
5.1 研究結果與結論 63
5.2 研究貢獻與建議 65
5.3 研究限制與後續研究議建議 67
參考文獻 68
附錄 正式問卷 75

圖目錄

圖1-1 持有智慧型手機消費者常用的功能 2
圖1-2 持有功能型手機消費者常用的功能 3
圖1-3 研究之流程圖 5
圖2-1 NFC主動模式 8
圖2-2 NFC被動模式 8
圖2-3 NFC操作模式之技術架構圖 10
圖2-4 理性行為理論 14
圖2-5 計畫行為理論 15
圖2-6 科技接受模式 16
圖2-7 延伸科技接受模式 17
圖2-8 整合性科技接受模式 19
圖2-9 Zaichkowsky涉入觀念圖 32
圖3-1 研究架構圖 34
圖4-1 PLS結構模式分析結果 60


表目錄

表2-1 理性行為理論構面之定義 14
表2-2 TAM2社會影響過程與認知輔助過程構面之定義 18
表2-3 UTAUT個構面定義與相對應構面之彙整 22
表2-4 UTAUT相對應構面之定義 23
表2-5 UTAUT相關研究整理 24
表2-6 知覺風險構面彙整表 29
表3-1 績效預期之定義與衡量問項 37
表3-2 努力預期之定義與衡量問項 38
表3-3 社會影響之定義與衡量問項 39
表3-4 行為意圖之定義與衡量問項 39
表3-5 個人創新性之定義與衡量問項 40
表3-6 成本之定義與衡量問項 41
表3-7 產品涉入之定義與衡量問項 41
表3-8 知覺風險各構面之定義與衡量問項 42
表4-1 受測者性別分佈表 47
表4-2 受測者年齡分佈表 48
表4-3 受測者教育程度分佈表 48
表4-4 受測者職業分佈表 49
表4-5 受測者是否聽說過NFC行動付款概況 50
表4-6 受測者NFC行動付款使用經驗 50
表4-7 受測者持有NFC行動裝置概況 51
表4-8 受測者持有iphone 4/4s概況 51
表4-9 測量模式各構念問項之信度分析 52
表4-10 因素分析之交叉負荷結構矩陣 55
表4-11 各構念組合信度與平均變異數萃取量 58
表4-12 AVE平方根與構面間相關係數矩陣 59

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