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研究生:廖婉廷
研究生(外文):LIAO, WAN-TING
論文名稱:應用DANP和SEM探討我國第三方支付公司經營之關鍵因素及消費者使用意願
論文名稱(外文):Application of DANP and SEM to Discuss the Operational Key Factors of The Third-Party Payment Company and Use Intention of Consumers
指導教授:楊馥如楊馥如引用關係林宛蓉林宛蓉引用關係
指導教授(外文):YANG, FU-JULIN, WAN-RUNG
口試委員:李坤璋
口試委員(外文):LEE, KUEN-CHANG
口試日期:2017-06-15
學位類別:碩士
校院名稱:中國文化大學
系所名稱:財務金融學系
學門:商業及管理學門
學類:財務金融學類
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:74
中文關鍵詞:第三方支付平衡計分卡決策試驗與實驗評估法網路分析程序法結構方程模型
外文關鍵詞:third-party paymentbalanced scorecarddecision making trial and evaluation laboratoryanalytic network processstructural equation modeling
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隨著網際網路快速的發展,科技發展越來越進步,網際網路的興起促使買賣交易型態也有所改變,從實體店家至虛擬網路,支付方式也進入電子化,但在交易過程中因買方與賣方交易的方式及時間都不同,產生了交易糾紛,線上支付的風險產生,因此,第三方支付孕育而生。本研究透過兩階段,首先以專家觀點並利用網路分析程序法探討第三方支付公司經營之關鍵因素;其次,運用結構方程模式探討消費者使用第三方支付因素間之關係,進而分析消費者對於第三方支付服務。實證結果顯示,專家問卷的結果,重要度依序為「內部流程構面」、「顧客構面」、「財務構面」及「學習與成長構面」;消費者問卷的結果,重要度依序為「學習與成長構面」、「內部流程構面」、「顧客構面」、「財務構面」,因為專家跟消費者本身的出身背景、專業知識及邏輯思考上皆不盡相同,所做出來的問卷結果會有所差異。
With the rapid development of internet, technology development is progressing, the rise of the internet to promote the sale of trading patterns have changed from the physical store to the virtual network, payment methods have also entered the electronic, but in the transaction the process because the buyer and the seller of the way and time are different, resulting in a transaction dispute, online payment the risk is generated, so the third party payment is born. This paper explores the key factors of the third party payment company through the expert analysis and the use of the network analysis pro-gram method. Secondly, the use of structural equation model to explore the relation-ship between the use of third-party payment factors, and then analyze the consumer for the third party payment service. The empirical results show the results of the expert questionnaire, the importance of order internal business processes perspective, cus-tomer perspective, financial perspective, learning and growth perspective; consumer questionnaire, the importance of order learning and growth perspective, internal busi-ness processes perspective, customer perspective, financial perspective, because the experts and the consumer's own background, professional knowledge and logical thinking are not the same, the question will be done out of the questionnaire.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝詞 ..................... vi
內容目錄 ..................... vii
表目錄 ..................... ix
圖目錄 ..................... x
第一章 緒論................... 1
第一節 研究背景與動機............ 1
第二節 研究問題與目的............ 3
第三節 研究架構與流程............ 4
第二章 文獻探討................. 7
第一節 第三方支付之關鍵因素-平衡計分卡... 7
第二節 第三方支付服務之概述......... 12
第三節 第三方支付發展情況.......... 15
第四節 第三方支付之經營模式......... 19
第三章 研究方法................. 23
第一節 決策試驗與實驗評估法......... 23
第二節 網路分析程序法............ 26
第三節 結構方程模型............. 29
第四章 實證結果................. 33
第一節 決策試驗與實驗評估法結果分析..... 33
第二節 網路分析程序法結果分析........ 35
第三節 敘述性統計分析............ 38
第四節 結構方程模型結果分析......... 42
第五章 結論與建議................ 49
第一節 結論................. 49
第二節 建議................. 50
參考文獻 ..................... 52
附錄A ...................... 64
附錄B ...................... 66
附錄C ...................... 72

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