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研究生:羅子傑
研究生(外文):LO, TZU-CHIEH
論文名稱:消費者對行動支付知覺創新特性與知覺智慧服務及持續使用意圖之關係
論文名稱(外文):The Relationship among Consumers’ Perceived Characteristics of Innovation, Perceived Smart Service and Continuous Usage Intention of Mobile Payment
指導教授:周中理周中理引用關係
指導教授(外文):CHOU, CHUNG-LI
口試委員:曾俊堯林煜超
口試委員(外文):TSENG, CHUN-YAOLIN, YU-CHAO
口試日期:2020-07-01
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系
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:2020
畢業學年度:108
語文別:中文
論文頁數:111
中文關鍵詞:行動支付持續使用意圖知覺創新特性知覺智慧服務
外文關鍵詞:Mobile PaymentContinuance IntentionPerceived Characteristics of InnovationPerceived Smart Service
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隨著科技進步,手機功能越來越多元,消費者的生活習慣也逐漸在改變,透過手機將個人的信用卡、金融卡、現金儲值卡或帳戶等連結並利用無線通訊技術於實體店面、網路購物或資金移轉等交易行為,也就是行動支付。行動支付的市場逐年成長,業者如何透過行動支付的服務使消費者感到實用、新穎又滿意,消費者又是基於何種因素願意持續使用,因此本研究以IS持續使用模式(the Post-Acceptance Model of Information Systems Continuance)為基礎架構,期許能透過消費者使用行動支付的知覺確認性、知覺相對優勢、知覺相容性、知覺可試用性及智慧服務等相關理論來強化滿意度進而提升持續使用意圖。本研究採用問卷調查法,總共回收383份有效問卷,以曾經使用過行動支付之消費者為研究對象,採結構方程模型進行實證分析。研究結果顯示:(1)消費者使用行動支付的知覺確認性對知覺相對優勢呈現正向顯著影響(2)消費者使用行動支付的知覺確認性對滿意度無顯著影響(3)消費者使用行動支付的知覺相對優勢、知覺相容性與知覺智慧服務對滿意度呈現正向顯著影響(4)消費者使用行動支付的知覺可試用性對滿意度無顯著影響(5)消費者使用行動支付的滿意度對持續使用意圖呈現正向顯著影響。本研究建議,須先了解消費者對行動支付的使用需求,然後對行動支付平台優化升級,提供資訊來協助消費者做購買決策以增加持續使用的意願。研究結果期待能提供金融業與相關產業在行動支付的業務推廣可以更得心應手,以達到吸引消費者持續使用之目的。
Consumers’ habits change along with advancements in technology and increasing functionality of cell phones. The emergence of mobile payments is one of the biggest changes. Credit cards, debit cards, cash stored-value cards, and bank accounts can now be linked to cell phones, and transactions are supported by wireless communication technology, facilitating trades, including online payments for physical stores, online shopping, and fund transfers. With the rapid development of mobile payment technology, it is essential for businesses to improve their incorporation of this technology, ensuring payment practical, innovative, and satisfactory gateways for consumers. Furthermore, businesses need to identify measures that promote consumers’ continuous usage of online payment technology. Therefore, this research adopted the Post-Acceptance Model of Information Systems Continuance as the foundation for ensuring consumers’ satisfaction with and continuous usage of online payment services through theories such as perceived usefulness, perceived compatibility, perceived testability, and perceived smart service. The research data were obtained through questionnaires completed by consumers who had used mobile payment services, and empirical analysis was conducted through structural equation modeling. The study results indicated the following: 1. Consumer’s perceived confirmation of mobile payment has a positive impact on perceived comparative advantage. 2. Consumers’ perceived confirmation of mobile payment has no impact on their satisfaction. 3. Consumers’ perceived comparative advantage, perceived compatibility, and perceived smart service regarding mobile payments exert a positive impact on their satisfaction. 4. Consumers’ perceived compatibility has no impact on their satisfaction. 5. Consumers’ satisfaction with mobile payment services has a positive impact on their continuous usage. In conclusion, this research suggests that businesses should optimize and upgrade their mobile payment platforms according to consumers’ needs and requirements, and the study results provide information that would assist them with their decision-making to increase their willingness for continuous usage. This research seeks to help the finance industry and other related industries achieve the goal of attracting more consumers by perfecting their promotion of mobile payment services.
摘要 I
ABSTRACT II
致謝 III
目錄 IV
表目錄 VI
圖目錄 IX
第壹章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第貳章 文獻探討 6
2.1 行動支付 6
2.2 知覺創新特性 10
2.3 知覺智慧服務 14
2.4 持續使用意圖 18
第參章 研究方法 21
3.1 研究架構 21
3.2 研究假說 23
3.3 操作定義與衡量 26
3.4 問卷設計與預測 31
3.5 問卷預測分析 33
3.6 正式問卷發放 45
3.7 資料分析方法 46
第肆章 資料分析 48
4.1 正式問卷回收 48
4.2 基本資料分析 49
4.3 敘述性統計分析 53
4.4 信度分析 58
4.5 探索性因素分析 66
4.6 驗證性因素分析 75
4.7 效度分析 86
4.8 結構方程模型 88
第伍章 結論與建議 91
5.1 研究結論 91
5.2 管理實務意涵 94
5.3 研究限制與未來研究建議 96
參考文獻 97
附錄研究問卷 107

表目錄
表3-3-1 知覺相對優勢量表題項 26
表3-3-2 知覺相容性量表題項 27
表3-3-3 知覺可試用性量表題項 28
表3-3-4 知覺確認性量表題項 28
表3-3-5 知覺智慧服務量表題項 29
表3-3-6 滿意度量表題項 30
表3-3-7 持續使用意圖量表題項 30
表3-4-1 問卷基本資料題項設計 32
表3-5-1 預測問卷基本資料統計 33
表3-5-2 預測問卷使用行動支付平台經驗統計 35
表3-5-3 預測問卷行動支付搭配往來銀行統計 35
表3-5-4 預測問卷行動支付得知管道統計 36
表3-5-5 預測問卷使用行動支付使用的時間統計 36
表3-5-6 預測問卷使用行動支付的頻率統計 37
表3-5-7 預測問卷使用行動支付一次的消費金額統計 37
表3-5-8 預測問卷行動支付偏好在何處使用統計 38
表3-5-9 預測問卷行動支付綁定偏好統計 38
表3-5-10 預測問卷使用行動支付滿意的項目統計 39
表3-5-11 預測知覺相對優勢變項信度分析表(刪除題項前) 40
表3-5-12 預測知覺相對優勢變項信度分析表(刪除題項後) 40
表3-5-13 預測知覺相容性變項信度分析表 41
表3-5-14 預測知覺可試用性變項信度分析表 41
表3-5-15 預測知覺確認性變項信度分析表 42
表3-5-16 預測知覺智慧服務變項信度分析表 43
表3-5-17 預測滿意度變項信度分析表 44
表3-5-18 預測持續使用意圖變項信度分析表 44
表3-5-19 預測信度分析表 45
表4-1-1 問卷回收情況 48
表4-2-1 人口變項統計表 49
表4-2-2 使用經驗資料分析表 50
表4-2-3 使用經驗資料分析表(續1) 51
表4-2-4 使用經驗資料分析表(續2) 52
表4-3-1 知覺相對優勢變項之敘述性統計分析 53
表4-3-2 知覺相容性變項之敘述性統計分析 54
表4-3-3 知覺可試用性變項之敘述性統計分析 55
表4-3-4 知覺確認性變項之敘述性統計分析 55
表4-3-5 知覺智慧服務變項之敘述性統計分析 56
表4-3-6 滿意度變項之敘述性統計分析 57
表4-3-7 持續使用意圖變項之敘述性統計分析 58
表4-4-1 知覺相對優勢變項之信度分析表(修改前) 59
表4-4-2 知覺相對優勢變項之信度分析表(修改後) 59
表4-4-3 知覺相容性變項之信度分析表(修改前) 60
表4-4-4 知覺相容性變項之信度分析表(修改後) 60
表4-4-5 知覺可試用性變項之信度分析表 61
表4-4-6 知覺確認性變項之信度分析表 61
表4-4-7 知覺智慧服務變項之信度分析表(修改前) 62
表4-4-8 知覺智慧服務變項之信度分析表(修改後) 63
表4-4-10 滿意度變項之信度分析表(修改前) 64
表4-4-10 滿意度變項之信度分析表(修改後) 64
表4-4-11 持續使用意圖變項之信度分析表 65
表4-5-1 KMO值判斷標準表 66
表4-5-2 知覺相對優勢變項之KMO與Bartlett的球形檢定表 67
表4-5-3 知覺相對優勢變項之探索性因素分析表 67
表4-5-4 知覺相容性變項之KMO與Bartlett的球形檢定表 68
表4-5-5 知覺相容性變項之探索性因素分析表 68
表4-5-6 知覺可試用性變項之KMO與Bartlett的球形檢定表 69
表4-5-7 知覺可試用性變項之探索性因素分析表 69
表4-5-8 知覺確認性變項之KMO與Bartlett的球形檢定表 70
表4-5-9 知覺確認性變項之探索性因素分析表 70
表4-5-10 知覺智慧服務變項之KMO與Bartlett的球形檢定表 71
表4-5-11 知覺智慧服務變項之探索性因素分析表 72
表4-5-12 滿意度變項之KMO與Bartlett的球形檢定表 73
表4-5-13 滿意度變項之探索性因素分析表 73
表4-5-14 持續使用意圖變項之KMO與Bartlett的球形檢定表 74
表4-5-15 持續使用意圖變項之探索性因素分析表 74
表4-6-1 配適度指標判斷表 75
表4-6-2 知覺相對優勢配適度指標判斷表 76
表4-6-4 知覺可試用性配適度指標判斷表 78
表4-6-5 知覺確認性配適度指標判斷表 79
表4-6-6 知覺智慧服務配適度指標判斷表(修改前) 80
表4-6-7 知覺智慧服務配適度指標判斷表(修改後) 81
表4-6-8 滿意度配適度指標判斷表(修改前) 82
表4-6-9 滿意度配適度指標判斷表(修改後) 83
表4-6-10 持續使用意圖配適度指標判斷表(修改前) 84
表4-6-11 持續使用意圖配適度指標判斷表(修改後) 85
表4-7-1 收斂效度分析表 86
表4-7-2 區別效度分析表 87
表4-8-1 整體結構方程模型配適度分析 89
表4-8-2 結構模型路徑係數表 89
表4-8-3 整體模型影響效果表 90
表5-1-1 驗證假說結果 91

圖目錄
圖1-3-1 研究流程架構圖 5
圖2-4-2 期望確認理論模式圖 19
圖3-1-1 研究架構圖 22
圖4-6-1 知覺相對優勢變項之驗證性因素分析圖 76
圖4-6-2 知覺相容性變項之驗證性因素分析圖 77
圖4-6-3 知覺可試用性變項之驗證性因素分析圖 78
圖4-6-4 知覺確認性變項之驗證性因素分析圖 79
圖4-6-5 知覺智慧服務變項之驗證性因素分析圖(修改前) 80
圖4-6-6 知覺智慧服務變項之驗證性因素分析圖(修改後) 81
圖4-6-7 滿意度變項之驗證性因素分析圖(修改前) 82
圖4-6-8 滿意度變項之驗證性因素分析圖(修改後) 83
圖4-6-9 持續使用意圖變項之驗證性因素分析圖(修改前) 84
圖4-6-10 持續使用意圖變項之驗證性因素分析圖(修改後) 85
圖4-8-1 整體結構方程模型圖 88

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