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研究生:胡影蘭
研究生(外文):HU,YING-LAN
論文名稱:手機電信卡(SWP-SIM)消費者使用意圖影響因素之探討-以C電信公司為例
論文名稱(外文):Exploring the Influential Factors of the Adoption of SWP-SIM Cell Phone Card- A Case of C Telecom Company
指導教授:周建亨周建亨引用關係
指導教授(外文):CHOU,CHIEN-HENG
口試委員:李月華顏敏仁
口試委員(外文):LEE,YUEH-HUAYAN,MIN-REN
口試日期:2017-06-02
學位類別:碩士
校院名稱:中國文化大學
系所名稱:企業實務管理數位碩士在職專班
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
語文別:中文
論文頁數:79
中文關鍵詞:行動支付手機電信卡使用意圖科技接受模式
外文關鍵詞:Mobile PaymentSWP-SIM CardIntention to UseTechnology Acceptance Model
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透過探索「如果要轉換手機電信卡來使用行動支付,手機電信卡應具備甚麼特徵,消費者才會使用」的問題,經由深度個人訪談初步了解消費者對轉換手機電信卡以使用行動支付作為交易工具之意圖與意願。本研究採取立意抽樣之個人深度訪談方法,挑選C電信公司新竹區使用與未使用手機電信卡的消費者作為訪談對象,訪談時間於2016年12月起進行,訪談地點於C電信公司新竹區銷售大廳後辦公室及訪談者約定之場合,並於2017年2月完成相關訪談錄音與資料蒐集,並就訪談結果進行分析、歸納消費者轉換手機電信卡來使用行動支付的原因與意圖之關係,進而考量能做為C電信公司提供此行動支付交易工具的相關建議與參考,以施行不同的推廣策略。
本研究發現建立使用習慣與發揮口碑傳播效果,應是手機電信卡推廣兩項基礎,建議C電信公司推廣手機電信卡可由口碑傳播方式尋求當中意見領袖,兩者並行推廣手機電信卡的可用性與易用性資訊來提升消費者的採用意圖;並可積極與政府機構合作推廣相關手機電信卡應用推廣計畫,可使消費者透過生活中經常接觸之悠遊卡等電子支付接受店家快速體驗到手機電信卡的可用性與易用性程度,提高此類轉換後消費者之使用意圖及進階發展出口碑傳播效應,達到轉換與使用手機電信卡意圖的正面循環。
This study was aimed to explore the question as “in order to switch to a SWP-SIM card for mobile payment, what features should a SWP-SIM card have to encourage the consumers (users) to use.” It was designed to investigate the intension and willingness of the general consumers to switch to SWP-SIM cards for mobile payment by means of in-depth interviews with individual subjects. The in-depth interview with purposive sampling was adopted for the study. A group of subscribers of Company C’s service who have used the SWP-SIM cards and another group of subscribers who have not in Hsinchu were selected as the participants of interview that took place in Dec 2016 at the reception lobby of Company C in Hsinchu and the location requested by the participants. The interview recording and data collection were finished in Feb 2017. The results were analyzed and summarized to derive the relationship between the causes and intensions for the general consumers to switch to SWP-SIM cards as the tool of mobile payment. A further consideration was whether the results would serve as suggestion and reference for Company C on the mobile payment tool and whether a different promotion strategy is needed.

28 people in total were interviewed. One of the findings in this study was that the establishment of use habits and the propagation of word of mouth should be two cornerstones for the promotion of SWP-SIM cards. To achieve both, it is suggested that Company C promote the SWP-SIM cards by word of mouth and perhaps reach out to the opinion leaders in this regard, as doing the both would advocate the information of availability and ease to use for the cards as well as improve the behavior and intension of use among the consumers. A plan could be developed by combining government efforts for the promotion of SWP-SIM card applications, allowing consumers to experience the availability and ease to use when shopping with electronic payment tools, such as the EasyCard, that are commonly seen in daily life. This will, therefore, improve consumers’ intension to use such tools and the propagation of word of mouth for a positive cycle for the intension to switch to and use SWP-SIM cards.

中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭  ...................... 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  研究目的................ 5
  第三節  研究流程................ 6
  第四節  研究限制................ 8
第二章  文獻探討.................. 9
  第一節  理性行為理論.............. 9
  第二節  科技接受模式.............. 13
  第三節  科技接受模式擴充理論.......... 17
第三章  研究方法.................. 21
  第一節  研究產業................ 21
  第二節  研究對象................ 30
  第三節  資料蒐集方法.............. 34
  第四節  訪談大綱................ 35
第四章  研究結果與分析............... 40
  第一節  手機電信卡知覺有用性.......... 40
  第二節  手機電信卡知覺易用性.......... 48
  第三節  其他影響手機電信卡使用意圖之因素.... 50
第五章  結論與建議................. 53
  第一節  研究結論................ 53
  第二節  研究建議................ 58
參考文獻 ...................... 62
附錄  訪談大綱資料................. 70

一、中文部份
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江吟梓、蘇文賢(2010),教育質性研究:實用指南。台北市:學富文化公司。

吳智鴻、蔡依錞(2014),以科技接受模式來探討社群網站Facebook的使用意圖。國立臺灣科技大學人文社會學報,10(1),29-44。

沈舉三、林巧珍、胡自立(2015),行動支付之影響與商機研究國內篇-行動支付發展現況與影響。經濟部技術處委託財團法人資訊工業策進會報告專書。

林安泰(2010),以科技接受模式、創新擴散理論及品牌忠誠度探討智慧型手機使用之影響因素。國立東華大學國際企業學系未出版碩士論文,花蓮市。

胡自立(2015),台灣行動支付產業現況與發展趨勢。資策會MIC研究報告。

胡自立(2016),台灣行動支付消費者調查分析-世代族群經驗分析。資策會MIC研究報告。

胡自立(2016),台灣行動支付消費者整體意向與行為分析。資策會MIC研究報告。

徐遠音、楊瑞臨(2016),全球行動支付現狀與台灣未來展望。工研院產業經濟與趨勢研究中心報告。

張景翔(2014),銀行交易中訊息應用程式服務之使用意圖影響因素之探討。臺北大學國際企業研究所碩士論文,台北市。

張耀川、林大裕、鄭乃彰(2010),以理性行為模式探討影響台灣線上團購行為之決定因素,屏東教大運動科學學刊,6(1)。
許宏誠(2014),運用科技接受模式與計畫行為理論分析部落格使用行為意向之研究。南華大學企業管理系管理科學博士論文,嘉義縣。

郭仕堯、陳淑娟(2012),應用科技接受模式研究中華電信MOD之使用行為。玄奘資訊傳播學報,9(1),01-22。

郭明洲(2016),電信服務業之現況與展望。台灣經濟研究院產經資料庫報告。

陳世智(2008),整合科技準備度、TAM與TPB模式探討自助服務科技之持續使用意向。大同大學資訊工程研究所博士論文,台北市。

曾絲宜(2016),兩岸新科技學習行為之比較研究-以數位出版專業領域為例。國立臺灣師飯大學工業教育學系博士論文,台北市。

黃澐瑋(2016),行動支付市場發展現況分析。拓樸產業研究所雲端運算與物聯網焦點報告。

萬文隆(2004),深度訪談在質性研究中的應用。生活科技教育月刊,37(4)。

蔡宗霖(2014),以計畫行為理論及知覺價值探討對第三方支付使用之研究。中國文化大學商學院國際企業管理學系未出版碩士論文,台北市。

盧正宗(2007),影響網路消費者非計畫性購買行為與再訪意願之相關因素研討。國立東華大學企業管理學系博士論文,花蓮市。

謝雨珊(2015),行動裝置之安全管理商機探索。拓樸產業研究所手機與行動服務焦點報告。

二、英文部份
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Ajzen, I., (1985). From intentions to actions: a thery of planned behavior, In action control from cognition to behavior, Kuhl julius and Bechmann Jurgen, 11-39.

Awa, H.O., Nwibere, B.M. and Inyang, B.J. (2010) ‘The uptake of electronic commerce by SMEs: a meta theoretical framework expanding the determining constructs of TAM and TOE frameworks’, Journal of Global Business and Technology, 6(1), 7-28.

Baumgarten, S.A. (1975). The innovative communicator in the diffusion process.Journal of Marketing Research,12,12-18.

Crosby, L. A., & Muehling, D. D. (1983). External variables and the Fishbein model: Mediation, moderation, or direct effects? In R. Bagozzi & A. Tybout (Eds.), Advances in Consumer Research, 10,94-99. Ann Arbor, MI: Association for Consumer Research.

Davis, F. D., Bagozzi, R. P., Warshaw, P. R.(1989). User acceptance of computer technology: A comparison of two theorical models, Management Science, 35(8), 982-1003.

Davis, F. D., Bagozzi, R. P.,& Warshaw, P. R. (1992). Extrinsic and In-trinsic Motivation to Use Computers in the Workplace, Journal of Applied Social Psychology, 22(14), 1111-1132.

Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA.

Folkes, V. S. (1988). Recent attribution research in consumer behavior: a review and new directions, Journal of Consumer Research, 14, 548-565.

Goldsmith, R. E., & Hofacker, C. F.(1991). Measuring consumer innovativeness.Journal of the Academy of Marketing Sci-ence,19(3),209-221.

Hsu, C. L. and Lin, J.C. (2008), “Acceptance of Blog Usage: the Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation,” Information and Management, 45(1), 65-74.

Jian Li and Richard T. Roessler and Phillip D. Rumrill Jr and Mykal Leslie and Fangning Wang(2016), Predictors of Return to Work Intention among Unemployed Adults with Multiple Sclerosis:A Reasoned Action Approach, Journal o f Rehabilitation, 82(2), 14-24.

King, C.W., & Summers,J.O.(1970).Overlap of opinion leadership across consumer product categories. Journal of Marketing Re-search,7(2),43-50.

Lu, H.P., Yu, H.J. and Lu, S.K. (2001). The effects of cognitive style and model type on DSS acceptance: an empirical study’, European Journal of Operational Research, 131(3), 649–663.

McMillan, D.W., & Chavis, D.M. (1986). Sense of community: A definition and theory.Journal of Community Psychology, 14(1), 6-23.

Miniard, P., & Cohen, J. B.(1979).Isolating attitudinal and normative influences in behavioral intentions models.Journal of Marketing Research,16(2),102-110.

Moore, G. C., and Benbasat, I.(1991). Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation. Information Systems Research, 2(3), 192-222.

Oliver R.L. and Berger P. K. (1979), A path analysis of preventive health care decision models,Journal of Consumer Research, 6, 113-122.

Richmond, V.P. (1977). The relationship between opinion leadership and information acquisition. Human Communication Re-search,4(fall),38-43.

Roca, J. C., Chiu, C.-M., & Martinez, F. J. (2006). Understanding e-learning continuance intention: An extension of the Technology Acceptance Model. International Journal of Human-Computer Studies 64(8), 683-696.

Sharma, S., Richard, M.D., & Gur-Arie,O.(1981).Identification and analysis of moderator variables.Journal of Marketing Re-search,18(3),291-300.

Taylor, S.,& Todd, P. A.(1995). Assessing IT Usage: The Role of Prior Experience, MS Quarterly, 19(3), 561-570.

Thatcher, J. B., Perrewè, P. L.(2002), An Empirical Examination of Individual Traits as Antecedents to Computer Anxiety and Computer Self-Efficacy, MIS Quarterly, 26(4), 381-396.

Thompson, R. L., Higgins, C. A.,& Howell, J. M.(1991). Personal computing: toward a conceptual model of utilization, MIS Quarterly, 15(1), 124-143.

Triandis, H. C. (1979). Values, Attitudes, and Interpersonal Behavior,” Nebraska Symposium on Motivation, University of Nebraska Press, Lincoin, NE, 1980, 195-259.

Venkatesh, V., Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies, Management Science, 46(2), 186-204.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance informance technology: toward a unified view. MIS Quarterly, 27(3), 425-478.

三、網頁部分
E-ICP東方消費者行銷資料庫(2017),(檢索日期2017/April)
http://www.isurvey.com.tw/3_product/1_eicp.aspx。
IDC Financial Insights Financial Services Summit (2017),(檢索日期2016/Nov)
http://www.asean.idc.asia/events/view/?event_id=502&loc_id=932。
中華民國國家通訊傳播委員會(2017),(檢索日期2017/Feb)
http://www.ncc.gov.tw/chinese/index.aspx。
行政院主計處總處(2017),(檢索日期2017/Mar)
https://www.dgbas.gov.tw/mp.asp?mp=1。

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