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研究生:陳宏宇
研究生(外文):Hung-Yu Chen
論文名稱:行動銀行使用意圖之探討
論文名稱(外文):The Study Of Intention to Use for Mobile Banking
指導教授:祝道松祝道松引用關係
指導教授(外文):Dauw-Song Zhu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
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:2014
畢業學年度:102
論文頁數:84
中文關鍵詞:資訊系統成功模式科技接受模式習慣使用意圖
外文關鍵詞:DeLone and McLean ModelTechnology Acceptance Model
相關次數:
  • 被引用被引用:6
  • 點閱點閱:365
  • 評分評分:
  • 下載下載:69
  • 收藏至我的研究室書目清單書目收藏:5
台灣自1999年起嘗試推廣以STK (SIM Tool Kit)技術的行動銀行服務,但是以簡訊做為傳輸方式,因此限定電信業者而無法大力推行,接著推出用戶手機需具有WAP(Wireless Application Protocol)功能的第二代行動銀行,而WAP為基礎的行動銀行發展仍不如預期,遲至以高速3G行動數據做為傳輸方式的的第三代行動銀行,才得以有蓬勃發展。
本研究嘗試以D&M(資訊系統成功模式)結合TAM(科技接受模式),再加入「習慣」之變數,對於新型態的電子金融服務平台,嘗試從使用者的觀點,探討影響行動銀行之使用意圖,本研究共收回262份問卷。在資料分析分面,先針對因素分析各構面的主要因素,再檢定各構面因素之信度,最後則以結構方程式驗證本研究各構面間的影響關係,與驗證是否對所提出之研究架構有契合。
本研究結果經實證研究後發現:
1.三大品質內涵:服務品質、資訊品質、服務品質皆是影響到行動銀行之使用意圖的重要因素。
2.知覺易用性對知覺有用性有正向的顯著影響,亦可透過知覺有用性對使用意圖產生間接影響;但知覺有用性對使用意圖無直接影響。知覺易用性是影響使用意圖的重要因素。
3.習慣對使用意圖的影響力最大,其次是滿意度;三大品質內涵中以服務品質和資訊品質最大。

關鍵詞:資訊系統成功模式、科技接受模式、 知覺有用性、知覺易用性、滿意度、
習慣、使用意圖

In Taiwan, the promotion that attempts to promote a mobile banking by STK (SIM Tool Kit) technology services was start since 1999. It was using a newsletter for the transmission at that time, therefore, the carrier was limited and can’t operators vigorously. Then launch the second-generation mobile banking functions that required mobile phone users need to have WAP (Wireless Application Protocol) but still didn’t developed as expected. This service was able to have a flourish until the third-generation by using the high-speed 3G mobile as data transmission mode.
We attempts to combine TAM (Technology Acceptance Model) with D&M (The DeLone and McLean Model) then add the "habit" of variables. We hope to explore the impact of the use of mobile banking intentions from the user's point of view in this new type of electronic trading platform. The study received a total of 262 questionnaires. In the data analysis of the surface, we analysis the main factors for each dimension at first, and then test the reliability factors of each dimension, the final step is to verify how those variables affect the relationship between the various dimensions by place them into the structural equation, and verify whether the proposed research framework have matched.
The results of the empirical study is:
1.Service quality, information quality, service quality are all important factor in affecting intention to use mobile banking.
2.Perceived ease of use has not only a significant positive impact on perceived usefulness, but also an indirect effect on the use of intention through perceived usefulness; However, perceived usefulness has no direct impact on the intended use. Perceived ease of use is an important factor affecting intentions.
3.Habits has the most influence on intention to use, followed by satisfaction; the service quality and information quality have the maximum influence in those three quality contents.
Keywords:The DeLone and McLean Model、Technology Acceptance Model、Perceived usefulness、Perceived ease of use、satisfaction、habit、Intention to use

IV
目錄
誌謝....................................................................................................................................I
中文摘要.......................................................................................................................... II
ABSTRACT....................................................................................................................III
目錄.................................................................................................................................IV
圖目錄.............................................................................................................................VI
表目錄........................................................................................................................... VII
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 研究步驟與流程 .........................................................................................4
第二章 文獻探討.............................................................................................................5
第一節 行動銀行 .....................................................................................................5
第二節 科技接受模式(TAM)相關理論 ..................................................................7
第三節 資訊系統成功模式(D&M) .......................................................................12
第四節 滿意度 .......................................................................................................17
第五節 習慣 ...........................................................................................................19
第六節 使用意圖 ...................................................................................................21
第七節 變數間關係與假設推導 ...........................................................................23
第三章 研究方法...........................................................................................................27V
第一節 研究架構 ...................................................................................................27
第二節 研究假設 ...................................................................................................28
第三節 研究變數操作性定義與衡量 ...................................................................29
第四節 問卷設計 ...................................................................................................34
第五節 資料蒐集方法 ...........................................................................................35
第六節 資料分析方法 ...........................................................................................36
第四章 研究結果...........................................................................................................38
第一節 敘述性統計分析 .......................................................................................38
第二節 信度與效度分析 .......................................................................................48
一、信度分析 .................................................................................................48
二、效度分析 .................................................................................................50
第三節 整體模式分析 ...........................................................................................56
第五章 結論與建議.......................................................................................................67
第一節 結論 ...........................................................................................................67
第二節 管理意涵建議 ...........................................................................................68
第三節 研究限制與後續研究建議 .......................................................................70
第四節 參考文獻 ...................................................................................................71
附錄、正式問卷.............................................................................................................80VI
圖目錄
圖 1-1 本研究流程圖 .......................................................................................................4
圖 2-1 理性行為理論 ......................................................................................................7
圖 2-2 計劃行為理論 ......................................................................................................8
圖 2-3 科技接受模式 ......................................................................................................9
圖 2-4 科技接受模式修正模式 ....................................................................................10
圖 2-5 資訊系統成功模式 ............................................................................................12
圖 2-6 更新資訊系統成功模式 ....................................................................................14
圖 3-1 本研究之研究架構 ............................................................................................27
圖 4-1 結構模式檢測結果 .............................................................................................65VII
表目錄
表 2-1 行動銀行定義 .......................................................................................................6
表 2-2 TRA、TPB 與 TAM 模式之比較表................................................................ 11
表 2-3 六大構面的主要定義與評估項目 .....................................................................15
表 2-4 六大構面的主要定義與評估項目(續)...............................................................16
表 2-5 意圖相關文獻整理 .............................................................................................22
表 3-1 研究假設彙整 .....................................................................................................28
表 3-2 系統品質操作性定義與衡量 .............................................................................29
表 3-3 資訊品質操作性定義與衡量 .............................................................................30
表 3-4 服務品質操作性定義與衡量 ............................................................................30
表 3-5 知覺易用性操作性定義與衡量 ........................................................................31
表 3-6 知覺有用性操作性定義與衡量 ........................................................................31
表 3-7 操作性定義與衡量 ............................................................................................32
表 3-8 習慣操作性定義與衡量 .....................................................................................32
表 3-9 使用意圖操作性定義與衡量 .............................................................................33
表 3-10 本研究問卷設計內容 .......................................................................................34
表 3-11 整體模式配適度指標........................................................................................37
表 4-1 樣本結構之敘述性統計分析(n=262)................................................................39
表 4-2 樣本結構之敘述性統計分析(續).......................................................................40VIII
表 4-3 樣本結構之敘述性統計分析(續).......................................................................41
表 4-4 樣本結構之敘述性統計分析(續).......................................................................42
表 4-5 系統品質量表敘述統計分析 ............................................................................43
表 4-6 資訊品質量表敘述統計分析 .............................................................................43
表 4-7 服務品質量表敘述統計分析 .............................................................................44
表 4-8 知覺易用性品質量表敘述統計分析 .................................................................44
表 4-9 知覺有用性品質量表敘述統計分析 .................................................................45
表 4-10 滿意度量表表敘述統計分析 ...........................................................................45
表 4-11 習慣量表度敘述統計分析................................................................................46
表 4-12 使用意圖量表度敘述統計分析 .......................................................................46
表 4-13 各變數之 Pearson 分析.....................................................................................47
表 4-14 各構面之信度分析 ...........................................................................................49
表 4-15 系統品質量表驗證性因素分析 .......................................................................50
表 4-16 資訊品質量表驗證性因素分析 .......................................................................51
表 4-17 服務品質量表驗證性因素分析 .......................................................................51
表 4-18 知覺易用性量表驗證性因素分析 ...................................................................52
表 4-19 知覺有用性量表驗證性因素分析 ...................................................................52
表 4-20 滿意度量表驗證性因素分析 ...........................................................................53
表 4-21 習慣量表驗證性因素分析 ...............................................................................53
表 4-22 使用意圖量表驗證性因素分析 .......................................................................54
表 4-23 區別效度分析(矩陣).........................................................................................55
表 4-24 整體衡量模式分析 ...........................................................................................58
表 4-25 整體模式配適指標與實際數值(全部皆符合指標).........................................60
表 4-26 路徑係數與假說驗證結果 ..............................................................................63
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