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研究生:黃國華
研究生(外文):Huang Kuo-Hua
論文名稱:從現金管理觀點探討影響消費者使用悠遊卡進行 小額消費付款之因素
論文名稱(外文):Consumers Adoption of EasyCard-based Mobile Payment-The Perspective of Cash Management
指導教授:尚榮安尚榮安引用關係
指導教授(外文):Shang,Rong-An
口試委員:劉秀雯侯正裕
口試委員(外文):LIU,XIU-WENHOU,ZHENG-YU
口試日期:2013-07-25
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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
語文別:中文
論文頁數:57
中文關鍵詞:行動支付悠遊
外文關鍵詞:UTAUT
相關次數:
  • 被引用被引用:1
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悠遊卡發行至今在技術與使用行為方面皆已逐漸成熟,惟大部分使用者悠遊
卡的功能仍限於搭乘大眾運輸工具,自2009 年電子票證法令通過,悠遊卡增加了
小額消費功能,根據研究發現,消費者實際使用於小額消費遠少於實際持卡數,
本研究針對消費者使用悠遊卡進行小額付費的使用情形進行分析,並探討影響悠
遊卡使用行為之因素。
研究架構以UTAUT 為主要架構,並增加兩個變數「感知所有權」與「表現
力」,加入現金管理的觀點以便了解消費者對悠遊卡的使用行為。研究主要以大
台北地區及東吳大學學生作為實證研究對象,透過網路問卷和紙本問卷兩種形式
進行問卷的發放和回收,總計回收有效問卷為282 份。研究主要以SPSS 和LISREL
作為模型研究工具,對數據進行基本的描述統計、信度分析、效度分析、模型整
體的分析以及假設檢驗。
研究結果發現感知所有權與表現力對管理現金有正面效果的影響,而預期績
效、預期努力、社會影響與促成因素皆會增強消費者的使用行為。
Now EasyCard's technology and usage behavior become increasingly mature,
most people just use the travel card to take public transportation, since the 2009
electronic ticket, travel card increases the micropayment features, according to the
study found that consumers actually use micropayment less than the actual card
number, the study carried out for the consumers to use travel card usage micropayment
analyze and explore the factors that influence the behavior of the travel card use.
Research structure with UTAUT as the main structure, addition of two
variables "perceived ownership" and "expressive", adding cash management
perspective in order to understand consumers' EasyCard usage behavior. Samples for
research in Soochow University student and Taipei as the research object,
questionnaires distributed and collected through the Internet and paper questionnaires
in two ways, for a total of 282 valid questionnaires. Using the statistic software SPSS
and LISREL, the basic data descriptive statistics, reliability analysis, validity analysis,
model analysis and hypothesis testing overall.
Results showed that the perception of ownership and expression has a positive
effect on the management of cash impact, and expected performance, expected efforts,
social impact and are contributing factors will increase the use of consumer behavior.
摘要 ......................................................................................................................... I
Abstract ........................................................................................................................ II
致謝 ....................................................................................................................... III
第一章 緒論 ................................................................................................................. 1
第一節 研究背景.................................................................................................. 1
第二節 研究目的 .................................................................................................. 4
第二章 文獻探討 ......................................................................................................... 6
第一節 行動支付.................................................................................................. 6
第二節 相關研究 ................................................................................................ 11
2.2.1 科技接受模式.................................................................................. 13
2.2.2 創新擴散理論.................................................................................. 14
2.2.3 計劃行為理論.................................................................................. 16
2.2.4 整合性科技接受模型...................................................................... 17
第三節 現金管理 ................................................................................................ 21
第三章 研究設計 ....................................................................................................... 23
第三節 研究對象與抽樣 .................................................................................... 28
第四章 研究結果與分析 ........................................................................................... 29
第一節 敘述統計分析 ........................................................................................ 29
第二節 測量模式 ................................................................................................ 31
第三節 假說檢定與路徑分析 ............................................................................ 34
第五章 結論與建議 ................................................................................................... 37
第一節 研究結論................................................................................................ 37
第二節 管理涵意及貢獻 .................................................................................... 39
參考文獻...................................................................................................................... 41
附錄一:問卷.............................................................................................................. 47
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