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研究生:林俊成
研究生(外文):Lin, Chun-Cheng
論文名稱:探討使用手機信用卡的傾向-以科技接受行為理論及感知風險觀點
論文名稱(外文):An Exploration of the User Behavior Intention for Mobile Phone Credit Card in both Technology Acceptance Theory and Perceived Risk
指導教授:邱光輝邱光輝引用關係
指導教授(外文):Chiu, Kuang-Hui
口試委員:蕭瑞祥汪志堅邱光輝
口試委員(外文):Shaw, Ruey-ShiangWang, Chih-ChienChiu, Kuang-Hui
口試日期:2013-05-19
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系碩士在職專班
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:2013
畢業學年度:101
語文別:中文
論文頁數:94
中文關鍵詞:手機信用卡科技接受與使用統一理論感知風險迴歸分析
外文關鍵詞:Mobile Phone Credit CardUTAUTPerceived RiskRegression Analysis
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「手機信用卡」結合科技資訊與信任風險感知上的應用,於現今緊湊的生活步調下,提供殺手級的應用加值服務,讓金流、物流和資訊流的處理,能在整個行動付款流程中一氣呵成。針對「手機信用卡」新型態科技產品,使用者的使用與接受意願為何,及使用者在享受「手機信用卡」效率便利下,對個人隱私、安全使用、信任程度與感知風險的感受,將是本研究想要探討的主題。本研究彙整相關文獻,提出擴充型科技接受與使用統一理論(Extending UTAUT)模型。整合原始UTAUT 科技接受與使用統一理論,加上使用者對「手機信用卡」付款上可能的疑慮,以使用者的感知風險與信任為研究重心之行動付款模型,欲探討擴充型科技接受與使用統一理論模型對使用「手機信用卡」付款態度及意願之影響。另外,隱私、安全與信任為影響感知風險的前置因子;性別與年齡為UTAUT 科技接受與使用統一理論的主要調變變數,本研究也會加以探討其對主要變數構面的可能影響。

經問卷設計發放與收集後之分析結果,驗證本研究提出之擴充型科技接受與使用統一理論(Extending UTAUT)模型可以解釋「手機信用卡」使用者行為意向。以隱私、安全與信任為前置因子的感知風險會增強影響使用者行為意向的解釋能力。信任與預期績效是影響手機信用卡使用行為的關鍵因素。而在感知風險的前置因素中,隱私權是使用者感知風險首要考量影響因素。調變變數僅性別有顯著,且男性影響力較大。

"Mobile Phone Credit Card, MPCC", combines Information Technology and Trust with Perceived Risk on the application, may provide value-added services like a killer application in today’s compact life. Also, MPCC let entire processes for cash flow, logistics and information flow at one go when doing mobile payments. For MPCC new type technology products, what will be the user's intention to use and acceptance? What will be the right of personal privacy, safe use, trust and feelings of perceived risk when users enjoy the MPCC efficiency convenience? This study will try to explore both themes for better understanding.

This study compiled relevant literatures, proposed Extending Unified Theory of Acceptance and Use of Technology (Extending UTAUT) model. Integration original UTAUT theory, coupled with MPCC users' concerns which through the user’s Perceived Risk and Trust as the research focus in mobile payment model. This study would like to investigate what will be the main affects for Extending UTAUT model on the Behavior Intention when using MPCC payment.

In addition, Privacy, Security and Trust are the pre-impact factors for the Perceived Risk. Gender and Age will be main modulation variables of Extending UTAUT model. This study will be exploring which dimensions of the main variables may be affected.

The design of the questionnaire distributed and collected during three weeks. The analysis results of verifying the research model, we proofed Extending UTAUT model can explain the MPCC user behavior intentions. To Privacy, Security and Trust as antecedents of Perceived Risk will increase the explanatory power of user behavior intention. Performance Expectancy and Trust are the key factors to affect the MPCC usage Behavior Intention. In the pre-Perceived Risk factors, user privacy is a top priority of the perceived risk factors. Modulation variable, Sex is only significant variable and influential by men.

謝詞 II
論文摘要 III
ABSTRACT IV
目錄 VI
圖次 VIII
表次 IX
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 研究流程與研究方法 4
第四節 論文的架構 5
第二章 文獻探討 7
第一節 手機信用卡業務介紹 7
第二節 科技接受行為理論文獻探討 15
第三節 隱私安全信任風險理論文獻探討 20
第三章 研究設計與方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 研究變數與操作定義 30
第四節 問卷設計 37
第五節 資料分析方法 37
第四章 研究結果 39
第一節 樣本結構分析 39
第二節 信度分析 48
第三節 效度分析 49
第四節 相關分析與迴歸分析 51
第五節 調變變數分析 57
第六節 假設檢定 61
第五章 結論與未來研究建議 63
第一節 研究結論與發現 63
第二節 導入管理意涵與建議 65
第三節 研究限制 67
第四節 未來研究方向 67
參考文獻 69
附錄一 手機信用卡問卷 78
附錄二 行為意向(BIM)迴歸模式 81
附錄三 行為意向(BIM-FPR)迴歸模式 84
附錄四 調變變數之迴歸模式 88
著作權聲明 95


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