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研究生:蘇翊能
研究生(外文):Su, Yi-Neng
論文名稱:探討消費者使用行動支付服務接受意願影響因素之研究
論文名稱(外文):A study of factors affecting consumer behavioral intentions of mobile payment service
指導教授:林秀芬林秀芬引用關係
指導教授(外文):Lin, Hsiu-Fen
口試委員:白榮吉王貞雅
口試委員(外文):Pai, Jung-ChiWang, Chen-Ya
口試日期:2016-06-30
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:105
語文別:中文
論文頁數:100
中文關鍵詞:行動支付服務科技接受模式擴充科技信念信任信念偏最小平方法
外文關鍵詞:Mobile Payment ServiceTechnology Acceptance Model (TAM)Extended Technology BeliefsTrust BeliefPartial Least Squares (PLS)
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本研究以科技接受模式作為研究架構的理論基礎,並將其科技信念(認知有用性、認知易用性),加入認知便利性與認知安全性之外,與在行動網路虛擬環境中影響消費者行為的信任信念(認知友善、認知能力、認知正直)加以結合,形成一個擴充型科技接受模式之研究架構,探討消費者使用行動支付服務接受意願之研究,並依消費者對於行動支付服務是否採用的差異,將消費者區分為潛在消費者與實際消費者兩組不同的群體,以驗證模型假設,並比較兩組群體的差異。

本研究的有效問卷為409份,有效問卷回收率81.8%,以偏最小平方法之結構方程模式驗證各項影響因素,研究結果顯示:
(1)潛在消費者對於行動支付之接受態度,所有假設在統計驗證上皆顯著的影響,其關係呈現正向的關連。
(2)實際消費者對於行動支付之接受態度,除了認知易用性外,其他假設在統計驗證上皆顯著的影響,其關係呈現正向的關連。
(3)在比較兩群體後,行動支付服務的認知有用性及認知友善對於實際消費者接受態度的影響,比潛在消費者更為顯著。
(4)其次,對於潛在消費者而言,其行動支付服務的認知易用性對接受態度的影響,比實際消費者有更高的認同。

This study uses the technology acceptance model (TAM) that generally applies in explaining and forecast the user acceptance of information systems. Based on the literature review, this study develops a research model to examine factors affecting consumer behavioral intertions of mobile payment service. This study integrates extended technology beliefs (perceived of usefulness, perceived ease of use, perceived convenience and perceived security) and trust beliefs (perceived benevolence, perceived ability, and perceived integrity) that affect the consumer attitudes and behavioral intentions toward mobile payment service. This study divides the consumers into the potential consumers and repeat consumers by how they involve in mobile payment service. Finally, this study confirms the research model suppositions and compares the difference of the two groups.

The valid questionnaires of this study are 409, the response rate is 81.8%. This study then empirically tests the research model using the partial least squares (PLS) as structural equation modelling (SEM) approach. The major findings of this study are as follows:
(1)In the potential consumer group, all consumer beliefs (perceived of usefulness, perceived ease of use, perceived convenience, perceived security, perceived benevolence, perceived ability, and perceived integrity) of mobile payment service have the significant influence to the accepting attitude on the statistical confirmation, and the relation present the positive correlation.
(2)In the repeat consumer group, all consumer beliefs of mobile payment service (except perceived ease of use) have the significant influence to the accepting attitude on the statistical confirmation, and the relation present the positive correlation.
(3)After comparing the two groups, repeat consumers thought perceived of usefulness and perceived benevolence are more important factors for them to accept mobile payment service than the potential consumers.
(4)Potential consumers perceive ease of use of mobile payment service that will affect the attitude of using mobile payment service than the repeat consumers.

第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究範圍 4
1.5研究流程 5

第二章 文獻探討 7
2.1行動支付服務 7
2.1.1行動支付服務的定義與內容 7
2.1.2行動支付服務的發展與特性 9
2.1.3國內外行動支付服務相關研究 11
2.2擴充型科技接受模式 15
2.2.1理性行為理論 15
2.2.2科技接受模式理論介紹 17
2.2.3認知便利性 19
2.2.4認知安全性 20
2.2.5擴充型科技接受模式相關研究 21
2.3信任信念 22
2.3.1信任的定義與內涵 22
2.3.2行動支付服務的信任 24
2.3.3信任信念的構面 25

第三章 研究方法 29
3.1研究架構 29
3.2研究假設 31
3.2.1擴充科技信念 31
2.2.2信任信念 35
3.2.3接受態度與接受意願 36
3.3 變數定義與衡量 37
3.3.1認知有用性 38
3.3.2認知易用性 39
3.3.3認知便利性 40
3.3.4認知安全性 41
3.3.5認知友善 42
3.3.6認知能力 43
3.3.7認知正直 44
3.3.8接受態度 45
3.3.9接受意願 46
3.4研究設計 47
3.4.1問卷設計 47
3.4.2資料蒐集 49
3.4.3資料分析方法 50
3.4.4偏最小平方法 51

第四章 資料分析 53
4.1敘述性統計分析 53
4.2測量模式分析 58
4.2.1潛在消費者衡量模式分析 61
4.2.2實際消費者衡量模式分析 64
4.3結構模式分析 67

第五章 結論與研究建議 77
5.1研究結論 77
5.1.1擴充科技信念 78
5.1.2信任信念 80
5.2管理意涵 81
5.2.1對行動支付服務相關業者之建議 81
5.2.2對政府部門之建議 82
5.3研究限制 83
5.4未來研究建議 84

參考文獻 85

附錄:論文問卷 95


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