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研究生(外文):LI, BO-YI
論文名稱(外文):A Study on Intention toward Mobile Payment Adoption from User-centric factors and Social Influences
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付方式,包括使用信用卡、金融簽帳卡及電子錢包等方式,而隨著消費者對於行動支付應用越來越熟悉,也越來越期待能夠利用智慧型手機做任何事情,包括資料傳輸、資料交換、資料下載,甚至是使用NFC 功能進行支付(小額付款或轉帳)與整合票卡(悠遊卡或電子錢包)。
People pay for goods and services with cash and noncash. Noncash, including credit card and debit card, is the most popular payment. As getting more and more familiar with the using of mobile devices, consumers expect to do anything in advantage of mobile devices, even using it as a payment tool.
The current study aims to investigate consumers' acceptance to adopt mobile devices as payment tools according to well-known theoretical intention-based models. In order to analyze the level of acceptance of this technology, as well as the factors that determine its use by consumers, this study have introduced a modification of the classical technological acceptance models (TPB and TAM). Thus, the study proposes and tests an integrated theoretical model, which establishes the relative importance of the user-centric factors (personal innovativeness and mobile attachment) and social influence factors (self-social image and subjective norms) in terms of the acceptance of the mobile payment system in Taiwan. Moreover, this study also analyzes the moderating effect of perceived behavioral control.
To show the validity of the new construct, this study developes a research model and testes it using the results of 670 valid questionnaires. Regressions and partial least squares are employed for data analysis. Results revealed that: (1) the four constructs are statistically significant in affecting users’ attitude to use mobile payment. (2) The moderator ‘perceived behavioral control’ of ‘attitude’ and ‘intention’ have significantly moderating effect. This is believed to be the first study to present both individual and social aspects by investigating consumers’ acceptance to adopt mobile phone as payment tools for their shopping in Taiwan. Related business promoting service of mobile payment should plan on proper mobile value-added service to stimulate users’ intention in addition to the development of hardware facility.

中文摘要 i
Abstract ii
誌謝辭 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章、緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 4
1-3 研究流程 5
第二章、文獻探討 6
2-1 行動支付 6
2-2 科技接受相關理論 23
2-3 手機依附性 30
2-4 個人創新性 31
2-5 自我社交形象 32
2-6 主觀規範 33
2-7 態度 34
2-8 知覺行為控制 35
2-9 採用意圖 35
第三章、研究架構與方法 36
3-1 研究架構 36
3-2 研究假說 39
3-3 變數定義與衡量 43
3-4 研究設計 51
第四章、資料分析 54
4-1 樣本描述性統計分析 54
4-2 問卷量表之信效度分析 61
4-3 假說檢定 66
4-4 調節效果 67
4-5 補充分析 70
第五章、結論與建議 73
5-1 研究結果 73
5-2 管理意涵 76
5-3 研究限制與未來建議 78
參考文獻 80
附錄 正式問卷 90
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