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研究生:鄭予涵
研究生(外文):Yu-Han Cheng
論文名稱:消費者對於第三方支付的接受度與使用意願之探討
論文名稱(外文):A Study on the Acceptance and Usage Intention of Consumers Toward Third Party Payment.
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: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:2017
畢業學年度:105
論文頁數:186
中文關鍵詞:科技接受模型動機理論資訊影響聲譽電子服務品質知覺安全性知覺移動性信任消費者創新知覺有用性使用態度使用意願
相關次數:
  • 被引用被引用:8
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  • 下載下載:69
  • 收藏至我的研究室書目清單書目收藏:0
隨著科技技術的進步,使我們的生活習慣有了重大的改變,第三方支付的出現,使我們的交易多了一些保障,藉由第三方的監控,令買賣雙方都能夠安心地進行交易。而本研究採用科技接受模型(TAM)與動機理論此兩種為本研究架構基礎,在過去的研究當中,鮮少學者結合上述兩種模型,本研究除了希望藉由科技接受模型(TAM)了解消費者對一些技術的接受度之外,亦希望能夠藉由動機理論深入了解消費者心理層面的想法,故本研究主要探討消費者對於第三方支付在行動購物上,其接受度與使用意願,希望能夠了解消費者根據對第三方支付的印象與各別特徵,是否會影響消費者對第三方支付的信任,而消費者的信任是否會刺激消費者本身的內外在動機,進而影響消費者對第三方支付的使用態度與意願。
本研究共收集498份問卷,並以結構方程模式驗證假說。而經實證與分析結果發現:(1)消費者對第三方支付的印象(資訊影響、聲譽)並無顯著正向影響消費者信任;(2)消費者對第三方支付的各別特徵(電子服務品質、知覺安全性、知覺移動性)皆顯著正向影響消費者信任,且研究結果發現第三方支付所提供的電子服務品質相較於其他特徵,最能增加消費者信任;(3)消費者信任顯著正向影響消費者的內外在動機(消費者創新、知覺有用性);(4)消費者內外在動機顯著正向影響使用態度;(5)使用態度顯著正向影響使用意願。
目錄
致謝….................................................. i
中文摘要…............................................... ii
Abstract……............................................. iii
目錄………..................................................iv
表目錄……................................................ vi
圖目錄……................................................ viii
第一章 緒論........................................... 1
第一節 研究背景與動機................................. 1
一、電子商務介紹........................................ 1
二、行動商務........................................... 2
三、行動支付............................................ 5
四、電子金流支付......................................... 7
五、第三方支付........................................... 9
六、採用第三方支付的購物平台.............................. 11
第二節 研究目的與問題.................................. 16
第三節 研究範圍與對象與研究流程......................... 17
第二章 文獻探討....................................... 19
第一節 科技接受模型(Technology Acceptance Model; TAM). 19
第二節 動機理論(Motivation Theory).................... 22
第三節 資訊影響(Information influences)............... 25
第四節 聲譽(Reputation).............................. 27
第五節 電子服務品質(Electronic service quality).......... 25
第六節 知覺安全性(Perceived security)................. 35
第七節 知覺移動性(Perceived mobility)................. 38
第八節 信任(Trust).................................... 41
第九節 消費者創新(Consumer innovativeness)............ 45
第十節 知覺有用性(Perceived usefulness)............... 48
第十一節 使用態度(attitude toward use)................... 50
第十二節 使用意願( usage intention)...................... 52
第十三節 各變數間關係與假說發展........................... 54
第三章 研究方法........................................ 61
第一節 研究架構與研究假說................................. 61
第二節 研究變數操作性定義與衡量........................... 64
一、 資訊影響(Information influences)................ 64
二、 聲譽(Reputation)............................... 64
三、電子服務品質(Electronic-Service quality)............. 66
四、知覺安全性(Perceived security)....................... 68
五、知覺移動性(Perceived mobility)....................... 69
六、信任(Trust)......................................... 70
七、消費者創新(Consumer innovativeness).................. 71
八、知覺有用性(Perceived usefulness)..................... 72
九、使用態度(Attitude toward use)....................... 73
十、使用意願( Usage intention).......................... 74
第三節 問卷設計.......................................... 75
第四節 資料蒐集方法...................................... 77
一、 母體界定........................................ 77
二、 抽樣方法........................................ 77
第五節 資料分析方法...................................... 78
一、 敘述性統計分析................................... 78
二、 信度與效度分析................................... 78
三、 結構方程模式.................................... 79
第六節 共同方法變異問題之處理與檢測...................... 80
第七節 問卷前測結果分析.................................. 81
第四章 資料分析........................................ 83
第一節 正式問卷發放...................................... 83
第二節 敘述性統計分析.................................... 84
第三節共同方法變異檢測................................... 96
第四節 信度與效度分析.................................... 97
第四節 結構模型分析.................................... 109
第五節 分析結果........................................ 118
第五章 結論與建議........................................ 125
第一節 研究結論........................................ 125
第二節 管理意涵與研究貢獻............................... 126
第三節 研究限制........................................ 130
第四節 問卷研究限制.................................... 131
第五節 未來研究之建議................................... 132
參考文獻…............................................... 133
附錄一 英文原始量表...................................... 166
附錄二 各構面驗證性因素分析(CFA).......................... 172
附錄三 各構面相關係數、Cronbach’α、組合信度與平均萃取變異量. 177
附錄四 各構面信度分析.................................... 178
附錄五 正式問卷......................................... 182
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