臺灣博碩士論文加值系統

在競爭激烈且變化快速的經濟模式中，行動商務的興起改變了整個經濟模式。在經濟模式變化之下，支付的方式也隨之改變，每一次支付方式的改變讓經濟呈現快速成長並且為人類的生活帶來了極大的影響。從早期的實體支付到今日的虛擬支付，人們的生活變得更加便利，可以選擇最有利的支付方式進行交易。目前在許多國家已經廣泛使用，但在台灣屬於導入階段尚不普及，因此本研究期望透過學術理論了解消費者對於使用行動支付之使用意圖並進一步了解影響使用意圖之因素。
故本研究以科技接受模式(Technology Acceptance Model, TAM)為主要架構探討因素並且考慮其影響消費者行為模式之因素。加入信任、知覺風險兩因素發展出本研究架構，進行統計之分析。本研究實際問卷回收量為530份問卷，實際有效問卷為470份，透過結構方程式分析結果發現：信任因素對於知覺易用性、知覺有用性具顯著正向影響；信任對於知覺風險具顯著負向影響；知覺風險對於使用意圖具顯著負向影響；知覺易用性、知覺有用性對於使用態度具顯著正向影響；使用態度對於使用意圖具顯著正向影響。最後，根據研究之結果，提出相關建議。

As to the development of mobile technology, a consumer can use a mobile phone to pay for digital or physical goods. Mobile payment is being adopted all over the world in different ways and in different countries. However, it is steel in introduction stage in Taiwan. Therefore, this research aims at investigating the factors, which influence consumers’ intention to adopt mobile payment service. A conceptual model was proposed and developed on the base of Technology Acceptance Model (TAM). The relationships among two new factors, trust (TR) and perceived risk (PR), and four original factors, perceived ease of use (EOU), perceived usefulness (PU), attitude (ATT) and intention to use (IU), were investigate with questionnaire data. 530 questionnaires were distributed and 470 were valid. After collecting data, SEM is employed to analyze relationships among factors. From the analysis results, consumers’ trust (TR) on the security of mobile payment service positively influences EOU and PU. EOU and PU then positively influence consumers’ attitude (ATT) on mobile payment service. Finally, ATT influences consumers’ intention to use mobile payment service. As to risk, PR negatively influences IU. Fortunately, enhancing TR lead to lower PR. Understanding the relationships among difference factors, companies that provide mobile payment service therefore can propose appropriate strategies to speed up consumers’ adoption of mobile payment service.

摘要…………………………………………………………………………..I
ABSTRACT……………………………………………………………………II
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 研究流程………………………………………………………….4
第二章 文獻回顧………………………………………………………..5
第一節 行動商務………………………………………………………….5
第二節 行動支付………………………………………………………...13
第三節 科技接受模式…………………………………………………...16
第四節 使用行動支付之因素…………………………………………...25
第五節 假設推導………………………………………………………...28
第三章 研究方法………………………………………………………31
第一節 研究架構與研究假設…………………………………………...31
第二節 研究變數與操作性定義………………………………………...32
第三節 問卷設計與抽樣設計…………………………………………...36
第四節 資料分析方法…………………………………………………...37
第四章 實證分析結果…………………………………………………38
第一節 樣本結構分析…………………………………………………...38
第二節 測量模式………………………………………………………...40
第三節 結構模式………………………………………………………...43
第四節 附加分析………………………………………………………...45
第五節 討論……………………………………………………………...52
第五章 結論與建議……………………………………………………55
第一節 結論……………………………………………………………...55
第二節 管理意涵與研究貢獻…………………………………………...56
第三節 研究限制與未來研究建議……………………………………...57
參考文獻………………………………………………………………….58
附錄一 正式問卷………………………………………………………..67
附錄二 結構模式分析………………………………………………….71

一、中文部分
丁國章、曾相榮、潘昭儀（2010），網路購物行為之消費者知覺風險研究，行銷評論，第七卷，第三期，381-410頁。
王幸璋（2016），中華電信企業形象，知覺風險與HiNet旅遊雲旅遊產品購買意願之關聯性研究。
何銘瓊（2014），以科技接受模式及媒體豐富理論探討行動通訊軟體的用戶滿意度:以LINE為例。中華大學管理學系資訊班碩士論文。
林俐君（2007），影響消費者採用多功能行動付款之因素。中央大學企業管理學系學位論文。
邱方怡、葉生正（2007），以RFID技術為基礎的行動商務系統研究，The 13-th Mobile Computing Workshop, Taiwan..
徐羿竹（2015），探討影響行動支付之使用意圖與前因模式，元智大學經營管理碩士班(企業管理與服務科學學程)論文。
祝道松、盧正宗、徐雅培（2007），制度型信任機制與知覺風險影響網路消費者購物意圖之研究-以Yahoo!奇摩購物為例，電子商務學報，第九卷，第二期，291-320頁。
翁世吉、田育任（2015），NFC行動支付之TSM平台規劃與導入。國立中央大學資訊管理學系在職專班論文。
張昭郎（2015），台灣區旅展促銷方式、品牌形象、知覺價值對消費者購買意圖之研究-以產品涉入、知覺風險為干擾變項探討。樹德科技大學會展管理與貿易行銷碩士學位學程學位論文。
張泰魁（2015），兩岸第三方支付之比較。臺灣大學經濟學研究所學位論文。
陳正男、陳穎修、蔡坤逹（2004），台灣生物科技產業國際競爭力決定因素之研究，產業管理學報。
陳照森、白翊玄（2013），影響線上拍賣網站購買意願因素之研究，中華科技大學學報，第五十四卷，103-120頁。
陳瑩霜（2005），The Study of Consumers' Behavior Intention in Participating Online Auction.".
喻奉天、蘇國瑋、許孟祥、王昭文、林盈君（2010)，不確定性與信任對線上消費者購買意願之影響，電子商務學報，第十二卷，第三期，431-455頁。
曾淑美、陳玉芬（2011），知覺風險，信任與資訊豐富度對再合購意願之影響，Electronic Commerce Studies 第九卷，第三期，269-293頁。
楊舜仁（2001），行動商務的發展趨勢與個人應用，遠擎eBusiness電子化企業經理人報告，第二十六卷，10-83頁。
廖盈琦（2012），影響企業採用行動商務服務及行為意願之影響因素─ 台灣中部企業之實證研究。中興大學行銷學系所學位論文。
歐勁麟（2012），以科技接受模式探討智慧型手機購買之行為意圖-以iPhone 手機為例。國立高雄應用科技大學企業管理系碩士在職專班碩士論文。
潘兆娟（2006），網路企業自律機制對消費者信任影響之研究: 隱私保護及交易安全認知觀點。
蔡世雄（2014），行動支付發展之要素分析。中山大學高階經營碩士班學位論文。
蔡世雄（2014），行動支付發展之要素分析。中山大學高階經營碩士班學位論文。

二、英文部分
Ajzen, I. (1988), “Attitudes Personality and Behavior.” Milton-Keynes,England: Open University Press.
Ajzen, I. (1991), "The theory of planned behavior." Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I., and Fishbein M. (1975), “A Bayesian analysis of attribution processes.” Psychological Bulletin, 82(2), 261.
Ankit, K., and Bisht, S. S. (2012), "The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model." International Journal of Bank Marketing, 30(4), 303-322.
Barnes, S. J., Liu K., and Vidgen, R.T. (2001), "Evaluating WAP news sites: The webQual/m approach." ECIS Proceedings, 17.
Bauer, R. A. (1960), "Consumer behavior as risk taking." Dynamic marketing for a changing world, 398.。
Beldad, A., de Jong, M., and Steehouder, M. (2010), “How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust.” Computers in Human Behavior, 26(5), 857–869.
Bhattacharya, R., Devinney, T. M., & Pillutla, M. M. (1998). A formal model of trust based on outcomes. Academy of management review, 23(3), 459-472.
Carlos, F., and Guinalíu, M. (2006), "Consumer trust, perceived security and privacy policy: three basic elements of loyalty to a web site." Industrial Management & Data Systems, 106(5), 601-620.
Chircu, A. M., Davis, G. B., & Kauffman, R. J. (2000). Trust, expertise, and e-commerce intermediary adoption. AMCIS 2000 Proceedings, 405.
Clarke III, I. (2008). Emerging value propositions for m-commerce. Journal of Business Strategies, 25(2), 41-45
Coursaris, C. (2003), “M-commerce in Canada: an interaction framework for wireless privacy.” Canadian Journal of Administrative Sciences/Revue, 20(1), 54-73.
Cox, D. F. (1967), "Risk taking and information handling in consumer behavior."
Cunningham, S. M. (1967), "The major dimensions of perceived risk." Risk taking and information handling in consumer behavior,1, 82-111.
Das, T.K., and Teng B.S. (1998), "Between trust and control: Developing confidence in partner cooperation in alliances." Academy of management review,23(3), 491-512.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Deutsch, M. (1962), "Cooperation and trust: Some theoretical notes."
Dirks, K.T. (1999), "The effects of interpersonal trust on work group performance." Journal of applied psychology,84(3), 445-446
Doney, P. M., and Joseph P. C. (1997), "An examination of the nature of trust in buyer-seller relationships." the Journal of Marketing, 35-51.
Dowling, G. R., and Staelin, R. (1994), “A model of perceived risk and intended risk-handling activity.” Journal of consumer research, 21(1), 119-134.
Flake, G. W., Lawrence, S., Giles, C.L., & Coetzee, F. M. (2002). Self-organization and identification of web communities. Computer, 35(3), 66-70.
Garretson, J. A., and Clow, K. E. (1999), “The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry.” Journal of Services Marketing, 13(1), 59-72.
Gogarten, J. P., Doolittle, W. F., & Lawrence, J. G. (2002). Prokaryotic evolution in light of gene transfer. Molecular biology and evolution, 19(12), 2226-2238.
Grabner-Kraeuter, S. (2002), "The role of consumers' trust in online-shopping." Journal of Business Ethics, 39 (1-2), 43-50.
Holmes, J. G., and Susan D. B., (1990), "Developments in the Field of Close Relationships Creating Foundations for Intervention Strategies." Personality and Social Psychology Bulletin, 16(1), 23-41.
Hoover, R. J., Green, R. T., and Saegert, J. (1978), “A cross-national study of perceived risk.” The Journal of Marketing, 42(3), 102-108.
Horng, J.S., Teng, C.C., and Baum. T. G. (2009), "Evaluating the quality of undergraduate hospitality, tourism and leisure programmes." Journal of Hospitality, Leisure, Sport and Tourism Education, 8(1), 37-54.
Hsu, C.L., and Lu, H.-P. (2007). “Consumer behavior in online game communities: A motivational factor perspective.” Computers in Human Behavior,23(3), 1642-1659.
Hussain, T., Kingdon, C., Zadeh, B., & Saha, B. (2002). U.S. Patent No. 6,397,071. Washington, DC: U.S. Patent and Trademark Office.
Jarvenpaa, S.L., Tractinsky, N. and Vitale, M. (2000), “Consumer trust in an internet store.” Information Technology and Management, 1(2), 45-71.
Kalakota, R., and Robinson, M. (2001), E-Business 2.0: Roadmapfor Success. Reading, MA: AddisonWesley.
Kim, C., Mirusmonov, M., and In Lee. (2010), "An empirical examination of factors influencing the intention to use mobile payment." Computers in Human Behavior, 26(3), 310-322.
Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision support systems, 29(3), 269-282.
Lewicki, R. J., and Bunker, B. B. (1995) Trust in relationships: A model of development and decline. Jossey-Bass.
Li, Y. M., and Yeh, Y. S. (2010), “Increasing trust in mobile commerce through design aesthetics.” Computers in Human Behavior, 26(4), 673-684.
Liao, Z., and Cheung, M. T. (2001), "Internet-based e-shopping and consumer attitudes: an empirical study." Information & Management, 38(5), 299-306.
Lin, H. F. (2011), “An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust.” International journal of information management, 31(3), 252-260.
Liu, J., Kauffman, R. J., and Ma, D. (2015), "Competition, cooperation, and regulation: Understanding the evolution of the mobile payments technology ecosystem." Electronic Commerce Research and Applications,14(5), 372-391.
Lu, J., Liu, C., Yu, C. S., and Wang, K. (2008), “Determinants of Accepting Wireless Mobile Data Services in China.” Information & Management, 45(1), 52-64.
Luo, C., Wu, F., Sun, J., and Chen, C. W. (2009), “Compressive data gathering for large-scale wireless sensor networks.” Paper presented at the Proceedings of the 15th annual international conference on Mobile computing and networking.Marketing, 38(2), 54-60.
Mao, E., and Palvia, P. (2008), "Exploring the effects of direct experience on IT use: An organizational field study." Information & Management, 45(4), 249-256.
Masoud, N., Loia, V., and Azvine, B., (2002), "Fuzzy logic and the Internet (FLINT): Internet, World Wide Web, and search engines." Soft Computing, 6(5), 287-299.
May, L., Wirtz, J., and Williams, J. D. (2007), "Consumer online privacy concerns and responses: a power–responsibility equilibrium perspective." Journal of the Academy of Marketing Science, 35(4), 572-585.
Mayer, R. C., Davis, J. H., and Schoorman F. D. (1995), "An integrative model of organizational trust." Academy of management review, 20(3), 709-734.
Mcknoght, D.H., Choudhury, V., and Kacmar, V. C. (2002), “The impact of initial consumer trust on intentions to transact with a web site: a trust building model.” Journal of Strategic Information System, 11, 297-323.
McLain, D. L., and Hackman, K., (1999), "Trust, risk, and decision-making in organizational change." Public Administration Quarterly, 152-176.
Morgan, R. M., and Hunt, S. D. (1994), "The commitment-trust theory of relationship marketing." The journal of marketing, 20-38.
Pavlou, P. A. (2003), “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model.” International journal of electronic commerce, 7(3), 101-134.
Reichheld, F. F., and Schefter, P., (2000), "E-loyalty." Harvard business review, 78(4), 105-113.
Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456.
Ring, P. Smith., and Andrew, H., Van de Ven. (1992), "Structuring cooperative relationships between organizations." Strategic management journal, 13(7), 483-498.
Rotter, J.B. (1980), "Interpersonal trust, trustworthiness, and gullibility." American psychologist, 35(1), 1-12
Schierz, P G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic commerce research and applications, 9(3), 209-216.
Siau, K., Ee-Peng, L., & Shen, Z. (2001). Mobile commerce: promises, challenges, and research agenda. Journal of Database management, 12(3), 4.
Stafford, T. F., and Gillenson, M. L. (2003), "Mobile commerce: what it is and what it could be." Communications of the ACM, 46(12), 33-34.
Sun, S. T., Pospisil, E., Muslukhov, I., Dindar, N., Hawkey, K., & Beznosov, K. (2011, July). What makes users refuse web single sign-on?: an empirical investigation of OpenID. In Proceedings of the Seventh Symposium on Usable Privacy and Security (p. 4). ACM.
Taylor, J. W. (1974), “The role of risk in consumer behavior. The Journal of Marketing, 38(2), 54-60.
Van der Heijden, H. (2002), “Factors affecting the successful introduction of mobile payment systems.” BLED Proceedings, 20-28
Van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: contributions from technology and trust perspectives. European journal of information systems, 12(1), 41-48.
Vance, A. Christophe, E. D. C., and Straub, D. W. (2008), “Examining trust in information technology artifacts: The effects of system.” Quality and culture.Journal of Management Information Systems, 24(4), 73–100.
Varshney, U., & Vetter, R. (2001, January). A framework for the emerging mobile commerce applications. In System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on (pp. 10-pp). IEEE.
Venkatesh, V. (2000) “Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology Acceptance model.” Information System Research, 11(4), 342-365.
Venkatesh, V., and Davis, F.D. (1996) “A model of the antecedents of perceived ease of use: Development and test.” Decision Sciences, 27(10), 451-481.
Venkatesh, V., and Davis, F.D. (2000) “A theoretical extension of the technology acceptance model: Four longitudinal field studies.” Management Science, 46(2), 186-204.
Wallace, L. G., and. Sheetz, S. D. (2014) “The adoption of software measures: A technology acceptance model (TAM) perspective.” Information & Management, 51(2), 249-259.
Wixom, B., Ariyachandra, T., Douglas, D., Goul, M., Gupta, B., Iyer, L., ... & Turetken, O. (2014). The current state of business intelligence in academia: The arrival of big data. Communications of the Association for Information Systems, 34(1), 1-22
Yousafzai, S.M., Pallister, J.G. and Foxall, G.R. (2005), “Strategies for building and communicating trust in electronic banking: a field experiment.” Journal of Applied Social Psychology, 40(5), 181-201.
Yousafzai, S.M., Pallister, J.G. and Foxall, G.R. (2009), “Multidimensional role of trust in internet banking adoption.” The Service Industrial Journal, 29(5),591-605.
Yousafzai, Shumaila, Pallister, J., and Foxall, G. (2009), “Multi-dimensional role of trust in Internet banking adoption.” The Service Industries Journal, 29(5), 591-605.
Zhang, X., and Prybutok, V. (2003), “Factors contributing to purchase intentions on the internet.” Journal of Internet Commerce, 2(1), 3-18.
Zucker, L.G. (1986), "Production of trust: Institutional sources of economic structure, 1840–1920." Research in organizational behavior.

三、網路資源
經濟部商業司，中華民國電子商務年鑑，(2012)，2016年04月29日。http://ecommercetaiwan.blogspot.tw/2012/03/blog-post_4903.html
金融監督管理委員會，(2013)，http://www.fsc.gov.tw/ch/home.jsp?id=2&parentpath=0&mcustomize=news_view.jsp&dataserno=201602230001&aplistdn=ou=news,ou=multisite,ou=chinese,ou=ap_root,o=fsc,c=tw&toolsflag=Y&dtable=News
Garter，(2015)，行動支付百家爭鳴交易金額可望突破兆元，
2015年6月5，http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?Cnlid=13&id=0000427989_JB8LPP1Q7HV21GLF99P5Y&ct=1#ixzz4Bzorm5lR
IThome，(2015)，2015年1月30日，調查：國內6成民眾願意使用NFC手機行動支付，http://www.ithome.com.tw/news/93832
產業情報研究所MIC，(2015)，《行動購物需求調查分析》62.5%台灣網友有行動購物經驗，2015年1月20日，https://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=382
產業情報研究所MIC，(2016)，《行動支付消費者調查》逾70%行動支付用戶續用意願高，2016年3月2日，http://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=425