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研究生:高鈺琪
研究生(外文):Gau, Yuh-Chyi
論文名稱:以修正科技接受模式探討丹麥接受無現金社會的因素
論文名稱(外文):Applied Extension of the Technology Acceptance Model to Probe on Factors of Denmark Towards a Cashless Society
指導教授:劉立行劉立行引用關係
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:圖文傳播學系
學門:傳播學門
學類:圖文傳播學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:129
中文關鍵詞:科技接受模式理論無現金社會
外文關鍵詞:Revised Technology Acceptance Modelcashless society
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2015年5月,丹麥政府擬訂於2016年1月起停止使用鈔票與零錢,以數位化方式進行付款,邁入無現金社會。歐美國家的數位金融發展多趨成熟,現金使用占交易總額的比例愈來愈低。再加上便利、印鈔鑄幣成本降低、減少逃稅、經濟犯罪、穩定金融市場等優點,許多國家都積極朝此方向發展,無現金社會儼然已成為全球趨勢。台灣也積極地朝此方向邁進。但儘管政府積極作為,卻仍成效不彰,無現金社會的生活型態在台灣目前仍處於推廣階段。有鑑於此,本研究以修正科技接受模式為基礎,透過深度文獻探討與資料分析,針對總體經濟、基礎建設、金流、零售通路、文化偏好五個面向進行探究,探討丹麥接受無現金社會的因素。
資料整理結果顯示,總體經濟發展為丹麥政府近幾年積極發展無現金社會的主因,再加上基礎建設、金流、零售通路的產業結合發展FinTech、實現無現金社會。依修正科技接受模式分析,丹麥政府的法規約束會直接影響有用性認知、提高使用意圖。但隨著長期培養民眾科技素養,民眾對科技社會的生活方式已逐漸內化、對科技接受度高,此時法規限制對他們影響有限。再加上FinTech快速發展,直接且正向影響使用者採用數位支付的意願。更重要的是提高易用性認知,此直覺性認知會直接影響使使用者使用數位支付的意願、影響去現金化的成效。
研究分析結果發現,完善基礎建設及相關政策推行是丹麥接受無現金社會的關鍵。若欲達到完全去現金化,強制性的廢除現金將是唯一途徑。但考量到特殊群體對現金的需求,在現實層面考量下目前只能達到高度去現金化。未來可進一步探討台灣是否需要發展成無現金社會以及如何發展。
In May 2015, Danish government was planning to stop using banknotes and coins from January 2016. This policy will lead Denmark to the first world cashless society. Digital finance has already developed and tends to become mature in European countries. The activity of cash in those countries is getting less and less. Moreover, with the convenience, lower cost of printing banknotes and environmental protection, etc., cashless society seems to become a global tendency. However, this kind of lifestyle in Taiwan is still in the promotion. In view of this, this study will be applied TAM, depth literature reviews and focus on the data analysis, which is included in five orientations- technology and infrastructure, payment process, channel services, macro-economic and cultural factors, to probe on cashless society of Denmark.
Data collection results show that economic development is one of the most important reson for the Danish government to develop cashless society rapidly these years. With cooperation between infrastructure, cash flow and retail service, came up with Fintech to achieve cashless society. According to the resule of analysis by TAM, legal retriction affects perceived usefulness and enhanced users' Intentions. But with the long-term traing of information technology literacy, people will get used to live in science-and-technology-society lifestytle and make this kind of style internalization. Moreover, with the development of FinTech, people are more willing to use digital payment systems. More important is to improve the perceived ease of use will definitely affect the willing of using digital payment systems and the resule of eliminating cash.
The results of the study found that the completed infrastructures and related policies are the key to towarding a cashless society in Denmark. IF Denmark would like to go cashless completely, it is the only way to abolish cash legally. However, with all things considered, a complete cashless society is now impossible to reach in realistic level. In the future can get further explore whether Taiwan needs to develop into a cashless society and how to develop it.
目錄
摘要 I
ABSTRACT II
目錄 IV
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 名詞解釋 6
第四節 研究範圍與限制 7
第五節 研究流程 8
第二章 文獻探討 9
第一節 無現金社會 9
第二節 丹麥無現金社會相關研究 23
第三節 修正科技接受模式 25
第四節 文獻探討小結 34
第三章 研究方法 36
第一節 研究架構 36
第二節 研究對象 38
第三節 研究方法 38
第四節 研究實施 42
第四章 研究結果與討論 47
第一節 總體經濟 47
第二節 基礎建設 54
第三節 金流 70
第四節 零售通路 79
第五節 文化偏好 86
第五章 綜合分析與討論 90
第一節 丹麥無現金社會的發展歷程 90
第二節 綜合各面向對無現金社會發展之探討 91
第三節 以科技接受模式綜合分析各面向之影響 103
第六章 結論與建議 109
第一節 結論 109
第二節 建議 113
參考文獻 116
一、中文參考文獻 116
二、英文參考文獻 121
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