臺灣博碩士論文加值系統

  隨著網路的發展，行動裝置的普及，原本受限於櫃檯服務的金融業，已逐步開放網路交易，而經營銀行業務的模式也隨之轉變，因此本研究欲探討企業官方帳號顧客之使用意圖，暸解消費者在網路上與官方帳號互動的狀況，在過程中，影響其最大的因素有哪些。
  本研究應用延伸型整合科技接受模型(UTAUT2)，來瞭解顧客在官方帳號的使用意圖，透過社群發放問卷方式，採用層級回歸分析、多元回歸分析與直交轉軸法中的最大變異法，分析UTAUT2模型裡提出的七大構面，包括績效預期、努力預期、社會影響、有利條件、享樂動機、價格價值與習慣對於使用意圖是否有影響，並探討受到性別、年齡、使用經驗干擾變數影響的情形。
  研究結果說明對於「習慣」顧客經常使用的服務，容易停留在慣用的方式上，而在「努力預期」中縮短尋找功能的距離，直覺式簡易的操作介面會是讓客戶具使用意圖的重要項目。結果也顯示研究假設在七大構面對行為意圖皆有顯著正向影響。最後，依據研究結果提供結論與建議，將提供給LINE與中國信託官方帳號經營人員，作為未來決策規劃的參考。

  With the development of the Internet and the popularity of mobile devices, the financial industry, which was originally limited to counter services, has gradually opened up online transactions, and the mode of operating banking business has also changed. Use intent to understand the status of consumers interacting with official accounts on the Internet, and in the process, what are the biggest factors affecting them.
  In this study, the extended integrated technology acceptance model (UTAUT2) was used to understand the customer ’s intention to use the official account. The questionnaire was distributed through the community, and the maximum variation method in hierarchical regression analysis, multiple regression analysis and orthogonal rotation method was used to analyze UTAUT2. The seven aspects proposed in the model, including performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit have an impact on usage intentions, and discuss the situation affected by gender, age, and use experience interference variables.
  The results of the study show that for the services that "customary" customers often use, it is easy to stay in the idiomatic way, and in the "expectation effort" to shorten the distance of finding functions, the intuitive and simple operation interface will be an important item for customers to use intentions. The results also show that the research hypothesis has significant positive effects on behavioral intentions in the seven constructs. Finally, provide conclusions and suggestions based on the research results, which will be provided to the LINE and China Trust official account operators as a reference for future decision planning.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第壹章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的與重要性 2
第貳章、文獻探討 3
2.1 企業官方帳號 3
2.1.1企業官方帳號定義 3
2.1.2中國信託LINE個人化服務 4
2.1.3 LINE企業官方帳號 (LINE Biz-Solutions) 5
2.2 理性行為理論 (TRA) 5
2.3 計畫行為理論 (TPB) 6
2.4 科技接受模型 (TAM) 7
2.5 整合科技接受模型 (UTAUT) 8
2.6 延伸型整合科技接受模型 (UTAUT2) 9
第參章、研究方法 11
3.1研究對象 11
3.2研究假說 11
3.3 研究設計 12
3.4 研究架構 14
第肆章、研究分析與結果 15
4.1 敘述統計分析 15
4.1.1樣本結構之次數分配 15
4.1.2樣本結構之次數分配 17
4.2 信度與因素(效度)分析 17
4.2.1因素分析 17
4.2.2信度分析 18
4.3 多元迴歸分析 21
4.3.1績效預期對行為意圖之迴歸分析 21
4.3.2努力預期對行為意圖之迴歸分析 21
4.3.3社會影響對行為意圖之迴歸分析 22
4.3.4有利條件對行為意圖之迴歸分析 22
4.3.5享樂動機對行為意圖之迴歸分析 24
4.3.6價格價值對行為意圖之迴歸分析 25
4.3.7習慣對行為意圖之迴歸分析 26
4.3.8行為意圖對使用行為之迴歸分析 27
第伍章、結論與建議 28
5.1 研究結論 28
5.2 理論貢獻 29
5.3 實務意涵 29
5.3.1對於LINE企業官方帳號 29
5.3.2對於中國信託官方帳號 30
5.4 研究限制 30
5.5 未來展望 31
參考文獻 32
中文文獻 32
英文文獻 33
附錄：問卷 34

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