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研究生:譚苡珊
研究生(外文):TAN, YI-SHAN
論文名稱:探討信任對行動支付使用意願之影響 - 以世代為干擾因素
論文名稱(外文):The Effect of Trust on Usage Intention of Mobile Payment: The Moderating Role of Generation
指導教授:張俊民張俊民引用關係
指導教授(外文):CHANG, CHUN-MING
口試委員:吳徐哲李奇樺
口試委員(外文):WU, HSU-CHELI, CHI-HUA
口試日期:2020-05-08
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2020
畢業學年度:108
語文別:中文
論文頁數:73
中文關鍵詞:行動支付使用意願計算基礎信任制度基礎信任熟悉基礎信任世代
外文關鍵詞:Mobile PaymentUsage IntentionCalculus Based TrustInstitution Based TrustKnowledge Based TrustGeneration
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近年來行動支付迅速興起,人們的交易方式漸漸改變,而不是利用現金及卡片的時代,但是行動支付的付款方式仍有風險的疑慮,因此探討驅動人們使用行動支付服務的因素是重要的。本研究藉由使用信任與世代差異的觀點,發展研究模式探討計算基礎信任、制度基礎信任及熟悉基礎信任對於不同世代(X世代、Y世代及Z世代)行動支付使用意願影響之差異,本研究以使用過行動支付的消費者作為研究對象,透過網路問卷的方式蒐集563份問卷,並以SmartPLS3作為分析工具。研究結果計算基礎信任及制度基礎信任的是影響使用意願的主要因素,而在 不同世代差的分析之中Y世代的計算基礎信任對於使用行動支付意願影響程度比X世代高,而Z世代的計算基礎信任對於使用行動支付的意願影響相對比 X與Y世代高;而分析結果也顯示X世代的制度基礎信任對於使用行動支付意願影響程度比Y世代高但是Z世代的制度基礎信任對於使用行動支付的意願影響相對比X與Y世代高。根據研究結論,本研究提出 理論與實務意涵,也根據研究結果提出研究限制。
In recent years, mobile payment has become more popular than before and changed people's transaction behavior. However, using mobile payment service may still lead to some risks and uncertainties due to the security issues and may this mitigate users’ usage intention. In this study, I used the perspective of trust and generation to propose a theoretical model to examine the impacts of calculus based trust, institution based trust, and knowledge based trust on usage intention of mobile payment. The model also proposed that generation (X, Y, and Z generations) will play a moderating role that may impact the influences of various types of trust usage intention. Data collected from 563 users who have mobile payment usage experience were used to test the model SmartPLS 3 software. The results show that calculus based trust and institution based trust have positive impacts on usage intention. The results also reveal that calculus based trust exerts a stronger effect on usage intention for users of generation Y than that for users of generation X, while calculus based trust has a stronger effect on usage intention for users of generation Z than that for users of generation X and generation Y. The results also report that institution based trust has a stronger effect on usage intention for users of generation X than that for users of generation Y, whereas institution based trust has a stronger effect on usage intention for users of generation Z than that for users of generation X and generation Y. According to the findings of this research, the implications for research and practice were discussed. The limitations of this research was described as well.
目錄 頁次
目錄 I
圖目錄 III
表目錄 IV
第壹章 緒論 …………………………………………… 1
第一節 研究背景 …………………………………………… 1
第二節 研究動機 …………………………………………… 6
第三節 研究目的 ………………………………………………… 5
第四節 研究範圍與步驟 …………………………………………… 6
第貳章 文獻探討 ………………………………………… 8
第一節 行動支付 ………………………………………… 8
第二節 信任 ……………………………… 11
第三節 世代 ..……………………………… 15
第參章 研究設計與方法 …………………………………………… 20
第一節 研究架構 ………………………………………………… 20
第二節 研究假說 ……………………………………… 21
第三節 研究變數操作型 定義 ……………………………………… 25
第四節 問卷設計 ………………………………… 27
第五節 資料蒐集方法 ………………………………… 29
第肆章 資料分析與結果 ………………………………… 31
第一節 基本資料分析 ……………………………………………… 31
第二節 研究假說檢定 ……………………………………………… 34
第伍章 結論與建議 ………………………………… 43
第一節 研究發現………………………………………………… 43
第二節 研究意涵……………………………………… 45
第三節 實務意涵………………………………… 46
第四節 研究限制………………………………… 47
參考文獻 ………………………………… 48
(一) 中文文獻………………………………… 48
(二) 英文文獻………………………………… 52
附錄:研究問卷………………………………… 63
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