臺灣博碩士論文加值系統

自2012年開始，在產業環境日漸成熟之下，行動支付技術相較於先前獲得了更多的關注。其中，以近場通訊技術（Near Field Communication, NFC）為基礎的行動支付方案成為熱烈討論的話題。隨著智慧型手機的普及化，行動支付的模式是否有機會繼網路銀行後成為下一個消費者常用的付款方式，將取決於消費者採用的意願。因此，本研究目的在探討以近場通訊技術為基礎的行動支付服務下，創新擴散因子及知覺安全因子是否對消費者採用行動支付的態度產生正面的影響；此外，在科技散佈的過程中，除了正面因素對提升消費者採納的影響，負面因素同時會降低消費者採納意願，本研究將探討知覺風險中的績效風險，財務風險及隱私風險，是否會妨礙消費者採用行動支付服務的意願。
本研究經由273份網路問卷的調查方式，其量化結果發現相對優勢、可試驗性、知覺安全對消費者使用NFC行動支付服務之態度具有顯著的正向影響，說明消費者認同NFC行動支付服務所具備之相對優勢以及安全控管能力，並希望在採納本服務前獲得更多試用的機會，而績效風險對態度呈現顯著負向影響，說明消費者確實介意使用NFC手機付款之效益是否不如預期。其結果希望為電信業者與金融業者於推展NFC行動支付服務之參考。

With the maturation of the mobile payment technology after 2012, the applications of Near Field Communication technology (NFC) as smart phone embedded mobile payment has gained more attention in public. However, little is known about what factors influence users’ acceptance of such a payment method. This study aims to investigate the acceptance of the mobile payment service using NFC technology, A model based on the innovation diffusion theory and the perceived security as positive influential factors on consumer’s attitudes in their daily payment and perceived risks, such as performance risk , financial risk , and privacy risks, as the negative factors were proposed and tested.
273 samples were collected via the online questionnaire survey. The results showed that relative advantage, trialability and perceived security had significant positive effects on consumer’s attitude of using NFC payment service. This indicates that consumers would use NFC mobile payment services as long as it has the ability to provide the relative advantages in life and secured payments. In addition, customers will be willing to try out the service before they accept them. However, the performance risk attitudes showed a significant negative effect on using NFC mobile phone payments. Mobile communication carriers who are interested in promoting NFC related payment services might take these results as references in promoting their financial services.

第一章、緒論 10
第一節、研究背景與動機 10
一、行動支付推展現況 11
二、研究架構簡介 12
第二節、研究目的 13
第三節、研究流程 14
第四節、研究架構 15
第二章、文獻探討 16
第一節、行動支付以及近場通訊技術的發展與應用 16
第二節、台灣行動支付推展現況 18
第三節、創新擴散理論 20
第四節、知覺風險 23
第五節、知覺安全 26
第六節、使用態度 27
第七節、使用意圖 27
第三章、研究方法 28
第一節、研究架構與假設 28
第二節、研究變數定義與衡量問項 33
第三節、問卷設計 37
第四節、資料蒐集與分析方法 39
一、研究對象 39
二、資料分析方法與工具 39
第四章、研究結果 42
第一節、敘述性統計分析 42
第二節、樣本統計分析 44
第三節、非常態分配檢定 47
第四節、構面因素分析 48
第五節、信效度分析 50
第六節、結構模式分析 53
一、徑路分析 54
二、假設檢定 55
第五章、結論 56
第一節、研究結果意涵 56
一、創新擴散屬性 56
二、知覺風險屬性 57
三、知覺安全屬性 58
第二節、研究貢獻 58
第三節、研究限制與未來研究方向 59
第六章、參考文獻 61
附件一、本研究問卷 67

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