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研究生:王詠麟
研究生(外文):WANG, YUNG-LIN
論文名稱:微型企業導入行動支付意願之研究-組織創新架構之觀點
論文名稱(外文):A Study of Micro-Businesses’Adoption of Mobile Payment: The Perspective of Organizational Innovation Theory
指導教授:黃照貴黃照貴引用關係
指導教授(外文):HUANG, CHAO-KUEI
口試委員:羅仕堂郭訓志
口試委員(外文):LO, SHIH-TANGKUO, HSUN-CHIH
口試日期:2019-06-28
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:86
中文關鍵詞:創新擴散組織創新架構行動支付
外文關鍵詞:Diffusion of InnovationOrganizational InnovativenessMobile Payment
相關次數:
  • 被引用被引用:7
  • 點閱點閱:637
  • 評分評分:
  • 下載下載:163
  • 收藏至我的研究室書目清單書目收藏:5
近年來台灣稅收佔GDP比例逐年下降,而台灣經濟型態以中、小型企業為主,其中地下經濟規模接近GDP的3成,是未納入政府稅收管制內。適逢電子商務興起,也為降低地下經濟規模,2017年前行政院院長賴清德將2018年設定為「行動支付」元年,使台灣成為智慧國家,期望在 2025 年行動支付普及率達到 9 成目標,且政府對於導入行動支付的商家給予免開統一發票及降低營業稅等優惠措施,及編列相關手續費,給予銀行、行動支付平台及民眾補助。截至2019年2月行政院公布商家推動行動支付已超過2,000家,普及率已達50.3%,並開放電子支付機構提供使用者間訊息傳遞服務,及發行電子支付帳戶專用儲值卡業務,而金融機構及便利商店可代收特定費用,如水、電、油等,未來將擴大行動支付應用於醫療機構、校園及文教場館,以便打造方便且安全的智慧生活環境。
2019年資策會研究顯示越來越多消費者都有行動支付使用經驗,當消費型態改變並形成風氣後,也會促使各類規模企業、商家、攤販必須轉型及導入電子支付,以符合消費者需求。近幾年行動支付研究領域中,多數是以消費者角度去探討影響因素,鮮少係以企業角度討論導入原因,故本研究選定地下經濟中的微型企業為研究對象,探討商家導入行動支付意願,並以Rogers (1995)創新擴散理論之組織創新為研究架構,在組織面臨轉型及創新時,所面臨的問題有哪些。
本研究採深度訪談法,研究對象區分未導入及已導行動支付之微型企業,針對高雄市大學校園、連鎖加盟店、社區型店家、六合夜市及瑞豐夜市等14家等商家進行訪談,研究結果發現以改變意圖、複雜性、互動性、組織資源對於微型企業導入行動支付意願具有顯著影響,而開放系統,則無顯著影響,此結果可作為政府及平台業者未來推動行動支付相關事宜。

In recent years, the proportion of Taiwan's tax revenue to GDP has been declining year by year. Taiwan's economic pattern is dominated by small and medium-sized enterprises, of which the scale of the underground economy is close to 30% of GDP, which is not included in the government's tax control. With E-commerce developing rapidly and for the purpose of reducing the size of the underground economy, the former president of the Executive Yuan , Lai Qingde, set 2018 as the first year of “action payment”, to make Taiwan a smart country and to expect the mobile payment penetration rate to reach 90% by 2025. The government will grant preferential treatments such as exempting uniform invoices and lowering business tax for merchants who introduce action payments, and set up relevant handling fees, giving banks, mobile payment platforms and public subsidies. As of February 2019, the Executive Yuan announced that there have been more than 2,000 merchant-sponsored action payments, with a penetration rate of 50.3%, and the opening of electronic payment agencies to provide user-to-user messaging services and the issuance of electronic payment account-specific stored-value card services. Institutions and convenience stores could collect specific fees, such as water, electricity, oil, etc. In the future, mobile payment will be extended to medical institutions, campuses, and cultural and educational venues to create a convenient and safe smart living environment.

In 2019, the institute for information industry showed that more and more consumers have the experience of using mobile payment. When the consumption pattern changes an atmosphere, it will also encourage enterprises, businesses and vendors of all sizes to transform and to import electronic payments to meet consumer needs. In the field of mobile payment research in recent years, most of them explored the influencing factors from the perspective of consumers, and rarely discussed the reasons for importing mobile payment from the perspective of enterprises. Therefore, this study selects micro-enterprises in the underground economy as the research object, and discusses the willingness of merchants to introduce actions. And with Rogers (1995) organizational innovation of innovation diffusion theory as the research structure, what problems are faced when the organization faces transformation and innovation.

This study adopted the in-depth interview method, the research object distinguishes the unintroduced and guided mobile payment micro-enterprises, and in the field observation mode, it targets 14 enterprises such as Kaohsiung University campus, chain franchise store, community store, Liuhe night market and Ruifeng night market. Interviews, the results of the study found that organizational resources and interactivity have a significant impact on the willingness to pay for micro-enterprise introduction, and the change in intention and complexity of leaders has a significant impact on the willingness to pay for micro-enterprise introduction, as well as organizational resources and interactive interference. The impact, while the open system, has no significant impact, and this result can serve as a government and platform industry to promote actions of mobile payments in the future.

目錄 VIII
表目錄 X
圖目錄 XI
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機及目的 4
1.3 研究範圍與對象 9
1.4 研究流程 9
第二章 行動支付技術與產業發展 10
2.1 行動支付定義 10
2.2 交易技術 11
2.3 行動支付產業 13
2.4 行動支付安全性 16
第三章 文獻探討 18
3.1 創新擴散定義 18
3.2 創新接受率 19
3.3 創新採用者 22
3.4 創新擴散理論近期研究 23
3.5 組織結構 28
3.6 微型企業之商業活動 30
3.8 行動支付近期研究 32
第四章 研究方法 37
4.1 研究架構 37
4.2 研究變項與衡量 39
4.3 質性研究法 44
第五章 資料分析 49
5.1 受訪者及訪談解結果 49
5.2 研究變項描述 55
第六章 結論與建議 66
6.1 研究結論 66
6.2 研究貢獻 68
6.3 管理意涵 68
6.4 研究限制與未來研究方向 70
參考文獻 72
附錄:訪談紀錄 80

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網路部份
1.資策會產業情報研究所-【行動支付大調查一】https://reurl.cc/GYLOW存取時間:2019/05/22
2.資策會產業情報研究所-【行動支付大調查二】https://reurl.cc/0elGl存取時間:2019/05/22
3.密度世界第一!全台ATM逾2萬8千台https://news.tvbs.com.tw/life/842473 存取時間:2019/05/22
4.台灣ATM密集世界第1 打擊現今矛與盾情結 https://www.cardu.com.tw/news/detail.php?36596
存取時間:2019/05/22
5.交通部光觀局觀光統計資料庫https://stat.taiwan.net.tw/
存取時間:2019/05/22
6.金管會:推動科技金融 電子支付要翻倍增加https://ec.ltn.com.tw/article/breakingnews/1514599
存取時間:2019/05/22
7.《名家觀點》台灣『地下經濟』超夯內需成長隱形助力https://reurl.cc/EvLxK存取時間:2019/05/22
8.電子支付能有效管理地下經濟https://reurl.cc/qq47N存取時間:2019/05/22
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13.國家發展委員會-推動行動支付普及https://reurl.cc/NoLkp存取時間:2019/05/22
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16.技術採用生命週期https://reurl.cc/99Ljx存取時間:2019/05/22
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22.The Shadow Economy in Europe,2013 https://www.atkearney.com/documents/10192/1743816/The+Shadow+Economy+in+Europe+2013.pdf存取時間:2019/05/30
23.Top 10 countries with highest rates of mobile wallet usage http://www.china.org.cn/top10/2019-02/08/content_74433001_10.htm存取時間:2019/06/12

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