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研究生: 林文琪
LIN-WEN CHI
論文名稱: 以科技接受模式探討小型門市零售通路應用於手機支付電子錢包客戶使用意願因素分析 -以美廉社為例
The factors affecting eWallet adoption intention small retailing with TAM –The case of Simple Mart
指導教授: 曾盛恕
Seng-Su Tsang
口試委員: 陳家祥
none
陳崇文
none
學位類別: 碩士
Master
系所名稱: 管理學院 - 管理研究所
Graduate Institute of Management
論文出版年: 2014
畢業學年度: 102
語文別: 中文
論文頁數: 53
中文關鍵詞: 手機支付電子錢包使用意願科技接受模式
外文關鍵詞: Mobile cash
相關次數: 點閱:332下載:9
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  • 近年來隨著塑膠貨幣、手機支付電子錢包的普及與技術的成熟,導致紙鈔的使用率逐年下降。手機的快速普及,手機成為人們生活中不可或缺的配備。透過手機和NFC(Near Field Communication)技術的結合就能提供包括手機支付電子錢包、信用卡刷卡、小額支付等金流服務,不僅增加了手機行動裝置的應用範圍的多元性,亦將為消費者帶來十足的便利性。
    本研究透過小型門市通路(美廉社)進行消費者問卷調查,採用科技接受模式(Technology Acceptance Model, TAM)分析經實證結果發現消費者的使用態度對手機支付電子錢包付款機制之意願有正向顯著影響。此外,知覺有用性與相容性對於使用態度有正向顯著影響;而知覺易用性對有用性有正向顯著影響。管理意涵上不只強調電子錢包能避免攜帶現金的不便,更應該強調電子錢包尚有其他眾多的功能,譬如付款的簡單性,如此才能提升消費者使用手機支付電子錢包的意願。


    The mobile device can be networked to replace credit cards, tickets or cash entities in the store, the sales side for payment action, action can be considered to be paid. With smart phones and the popularity of mobile Internet applications, e-commerce and the use of mobile phone payment behavior has become an important direction for innovation in financial services, and set off a new wave of monetary revolution.
    The empirical results show that the effects of the original explanatory variables, perceived ease of use, have a significant impact on the attitude and intention of the customers to use the customer service.
    In summary, the study shows that the customers are willing to use the Mobile cash customer service. The customers’ determinants to use Mobile cash customer services are based on perceived usefulness, perceived ease of use, attitude. Besides, it provides suggestion that customer can implement this service in the future in order to not only reduce the cost of risk, but Increase use of Mobile cash security and degree of recognition as well.

    目 錄 摘 要 II ABSTRACT III 誌 謝 IV 目 錄 V 圖 索 引 VII 表 索 引 VIII 第一章 緒論 1 1.1 研究背景和動機 1 1.1.1 手機支付電子錢包的未來趨勢 2 1.1.2 手機行動小額支付工具之優點 4 1.2 研究目的 6 1.3 研究範圍與對象 7 1.4 研究流程 8 第二章 文獻探討 9 2.1 小型門市通路 9 2.2 手機付款機制 11 2.2.1 電子付款機制 12 2.3 NFC無線短距傳輸技術 15 2.4 手機支付電子錢包市場需求分析 18 2.4.1 消費者需求分析 18 2.4.2 金融業需求分析 19 2.4.3 科技接受行為 19 2.5 科技接受模型(Technology Acceptance Model,TAM) 20 第三章 研究設計與方法 23 3.1 研究架構與假說 23 3.2 研究變數與操作性定義 25 3.3 研究設計 28 3.4 資料分析方法 29 3.4.1. 敘述性統計分析(descriptive statistics analysis) 30 3.4.2. 信度分析(reliability analysis) 30 3.4.3. 效度分析 30 3.4.4. Visual PLS 31 第四章 研究分析與結果 33 4.1 敘述性統計分析 33 4.2 信度及收斂效度分析 37 4.3 結構模式分析 40 4.4 研究發現 43 第五章 結論與建議 44 5.1 結論 44 5.2 學術貢獻 44 5.3 管理意涵 45 5.4 未來研究方向與議 48 第六章 參考文獻 49 附錄 53

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    二、 中文參考文獻
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