臺灣博碩士論文加值系統

隨著行動連網技術日漸成熟,及智慧型手機近年的高普及化,使得行動商務成為消費方式的一種新趨勢。在行動商務中,最重要的部分乃消費者支付商品或服之相關金額,而提供商品或服務的賣家依正常的請款機制完成收費動作,此流程即為行動支付。

第三方支付為企業或是具相當程度財力及信用保障的獨立機構，與銀行之間合作,建立一個特約商店的角色,在交易過程中提供行動商務買賣雙方收付款之中介機制行業,為線上購物提供金流服務平台並保證履約。

本研究為量化分析之研究,主要以北中南針對使用過第三方支付平台之民眾, 作為發放問卷調查對象, 並採取隨機抽樣的方式，共回收192位有效樣本。
研究架構以Fred D.Davis (1992)提出的TAM（Technology Acceptance Model，簡稱TAM）加入動機因素之架構為基礎, 並加入Sweeney & Soutar（2001)提出的知覺價值構面及Featherman and Pavlou(2003)提出的知覺風險構面進行探討。藉以瞭解「社會知覺風險」、「時間知覺風險」、「隱私知覺風險」、「心理知覺風險」、「實用價值」、「享樂價值」與「社會價值」這幾個構面對於智慧型手機使用者對第三方支付的接受度,在怎樣的情況下將願意嘗試使用或拒絕使用。
研究結果顯示：1. 「心理知覺風險」對於「行為意圖」有顯著的正向影響。2. 「實用價值」、「享樂價值」與「社會價值」對「行為意圖」具有顯著的正向影響。
因此，根據研究結果提出兩點建議： 一、 積極推廣行銷,建立品牌,方能提高使用意願。 二、 研發技術深耕，強化商品功能與娛樂性。

With the maturing development in mobile network technology and the popularity of smart phones in recent years, the mobile business has become a new trend of consumption. In action business, the most important part is the consumer to pay the amount of goods or services related to the goods or services provided by the seller in accordance with the normal payment mechanism to complete the fee collection. We call this process “To pay by action”.

Third party payment is an enterprise or independent institution with strong financial resources and credit guarantee that cooperate with banks to establish a special store, it is a agency which provides payment flow service in the course of the transaction to both buy and sell sides and provides a financial service platform and guarantees compliance for online shopping.
In this study, we are doing further study for third-party payment only. The main purpose of this study is to understand general consumer in relate to the third-party payment platform for the cognitive and behavioral factors.
This study is to quantify the analysis covering the whole areas in Northern, Middle, and Southern Taiwan in sending questionnaire as survey object. Furthermore, we are using random sampling and recover 192 valid samples.

The model of this study is based on the base work from TAM (Technology Acceptance Model, TAM) proposed by Fred D. Davis (1992), and added the perceived value facets proposed by Sweeney & Soutar (2001) and Featherman plus Pavlou ( 2003) in exploring the structural aspects of the perceived risk. Such that as to understand the “Social perceptual risk”, “Time perceptual risk”, “Privacy Perceptual risk”, Mental perceptual risk”, “Practical value "," pleasure value ", and " social value”. These various facets would create certain degree of acceptance of the third-party payment for smartphone users who are willing to try to use or refuse to use, would be somehow mutual interact of each other.

The conclusion can help us gain a better understanding of social media usage：
1. Perceived Psychological Risk has significant positive impacts on behavioral intentions. 2. Utilitarian Value , Enjoyment Value , and Social Value have significant positive impacts on behavioral intentions. Thus, we propose two suggestions to relative organizations as a reference.
① Actively promote the marketing, the establishment of the brand, in order to improve the use of will.
② R & D technology deep plowing, strengthen the function and entertainment of goods.

目 錄
論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vi
第壹章緒論 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
第貳章文獻探討 5
第一節 第三方支付(Third party payment) 6
第二節 知覺價值(Perceived value) 8
第三節 知覺風險(Perceived risk) 9
第四節 行為意圖(Behavioral Intension) 11
第參章研究設計 12
第一節 研究架構與假設 12
第二節 操作型定義及衡量方法 15
第三節 問卷發展 24
第四節 資料分析方法 25
第肆章資料分析與討論 27
第一節 第三方支付使用者樣本特性分析 27
第二節 信度分析 39
第三節 效度分析 41
第四節 第三方支付使用者樣本特性分析研究構面之相關分析 47
第五節 第三方支付使用者行為意圖因素分析 53
第六節 人口統計變數分析 58
第五章 結論與建議 74
第一節 研究結論 74
第二節 管理意涵 78
第三節 研究限制與建議 80
參考文獻 81
附錄 研究問卷 85

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