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研究生(外文):Hsu, En-Tien
論文名稱:科技接受模型與創新抵制探討消費者在便利商店使用行動支付之意願-以Apple pay和街口支付為例
論文名稱(外文):Using Technology Acceptance Model and Innovation Resistance to explore consumers’ Using Intention for mobile payment in convenience store:An Example of Apple pay and JKOS pay
指導教授(外文):Huang, Ching-Ying
口試委員(外文):Shih-Jie FangXin-Hui ZhouQing-Fang Li
外文關鍵詞:Technology Acceptance Model(TAM)Innovation ResistanceMobile PaymentIntention to Use
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隨著行動裝置科技的進步下,造就了行動商務的發展,而人們試著將實體信用卡片、錢包等,置入到行動裝置當中,並因著大眾更加倚賴智慧型裝置的緣故,許多的交易都漸漸轉換到行動支付的模式。近幾年,台灣的行動支付業者,如雨後春筍般的出現,並透過整合多種的支付媒介和合作商家,希望讓生活的交易能夠更加方便快速。雖然台灣的消費者目前可以選擇許多行動支付商的服務來做使用,但在資策會產業情報研究所(MIC,2017)的報告中指出,受訪者使用行動支付為交易方式在2016年只佔了4.8%,主要還是實體卡片(77.1%)或現金(60.1%)為主,所以國人使用行動支付的習慣,還有很大的進步空間。因此,本研究想透過調查消費者在便利商店使用行動支付的意願,並結合創新抵制中的障礙,了解到人們在創新科技當中,可能因著什麼因素而較少使用該產品。本研究目的將針對知名度較高的Apple pay和網路簡易民調較多人使用的街口支付分開收取樣本,並希望探討不同的行動支付商,在知覺有用性和知覺易用性影響該消費者的使用意願,且將價值障礙、風險障礙、傳統障礙和形象障礙作為調節變數,透過分析結果建議該行動支付商未來服務之改善方法。
研究結果發現,風險障礙在街口支付的樣本中具有調節的作用,該障礙會減弱消費者的使用意願,而價值障礙、傳統障礙和形象障礙則沒有調節的作用,但對於影響使用意願卻有直接的負向效果。Apple pay樣本中,傳統障礙影響最甚,其次是形象障礙,最後是價值障礙;街口支付樣本中,傳統障礙影響最甚,其次是價值障礙。所以針對這些發現,不同的行動支付商可以透過改善或消除消費者的障礙,進而增加消費者的使用意願。
With the advance of mobile technology, people try to put physical credit cards or wallets into the mobile device. And many of the transactions are converted to mobile payment.In recent years, more and more kinds of mobile payment industries show up and integrate different medium of exchanges and stores in their service. Although there are many mobile payment service can choose in Taiwan, Taiwanese mobile payment using intention is still not high.The MIC Scholar’s report(2017) found that people use mobile payment about 4.8% in 2016.Most of people are use physical card(77.1%) and cash(60.1%)when they was paid in Taiwan.So in this study, we want to explore consumers’ using intention for mobile payment in comvenience store with Technology Acceptance Model and Innovation Resistance theory.
This study will receive Apple pay and JKOS pay two kinds of samples.To determine whether intention to use will be affect by perceived usefulness or perceived ease of use, and put value barrier, risk barrier, traditional barrier and image barrier as moderator to compare in different situation.
According to the results, risk barrier has the moderating effect in JKOS pay sample.It will decline the consumers to use the JKOS pay.Although value barrier, traditional barrier and image barrier have not the moderating effect in Apple pay and JKOS pay samples,they have direct nagative effect on consumers’ usig intention.To rank those barrier,in Apple pay sample,traditional barrier’s effect is the biggest, second is image barrier and third is value barrier. In JKOS pay sample,traditional barrier’s effect is the biggest,and second is value barrier.Thus the mobile payment industries can make some strategy to increase the consumers to use their mobile payment from this study.
中文摘要 I
Extended Abstract II
誌謝 VI
目錄 VII
表目錄 IX
圖目錄 XI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 科技接受模型 7
第二節 創新抵制 11
第三節 行動支付 18
第四節 Apple pay和街口支付 24
第三章 研究方法 30
第一節 研究架構 30
第二節 研究假設 31
第三節 問卷設計 34
第四節 分析方法 37
第四章 資料分析與結果 40
第一節 人口統計變數分布 40
第二節 敘述性統計分析 43
第三節 信度與因素分析 51
第四節 變異數分析 55
第五節 迴歸分析與假說驗證 70
第五章 結論與建議 87
第一節 研究結論 87
第二節 研究貢獻與管理意涵 90
第三節 研究限制與未來研究建議 94
參考文獻 97
中文文獻 97
英文文獻 97
附錄一 104
Apple pay問卷 104
街口支付問卷 109
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