本研究以NFC信用卡手機服務為例，藉由檢視科技信任與活動為基礎之服務便利性對消費者採用便利科技行為意圖之因果關係，進而建構與驗證以信任為基礎之便利性科技採用模式。從309筆觀察資料之實證統計結果發現，科技信任、取用便利性與利益便利性等構面對於消費者之採用行為意圖有統計上顯著之直接正向影響。統計結果也顯示，決策便利性、交易便利性與後利益便利性透過科技信任對於消費者採用行為意圖有正向之間接影響。藉由本研究成功地建立以信任為基礎之便利科技採用模式，將對業者在未來推動近端行動商務與學者研究近端行動商務有具體的建議。

This study examines the critical role of trust technology and activity-based service convenience on consumer adoption convenience technology in the context of the Near Field Communication (NFC) mobile payment service. The survey data received from 309 consumers show that technology trust has a crucial direct effect on consumers’ behavioral intentions regarding NFC mobile payment. In addition, it is shown that access convenience and benefit convenience dimension directly and indirectly impact the consumers’ behavioral intention to adopt the convenience technology. The result is also shown that decision convenience, transaction convenience and postbenefit convenience exert an indirect effect by technology trust on the consumers’ behavioral intention to adopt convenience technology. The managerial implications of the analytical findings are discussed in terms of the strategies required to enhance consumers’ willingness to adopt the NFC mobile payment method.

A期刊
Anderson, R. E., and Srinivasan, S. S., “E-satisfaction and e-loyalty: A contingency framework,” Psychology & Marketing, Vol. 20, No. 2, pp. 123–138. (2003)
Anckar, B., and D’Incau, D., “Value creation in mobile commerce: Findings from a consumer survey,” Journal of Information Technology Theory & Application, Vol. 4, No. 1, pp. 43–64. (2002)
Bahli, B., and Benslimane, Y., “An exploration of wireless computing risks,” Information Management & Computer Security, Vol. 12, No. (2/3), pp. 245–254. (2004)
Bagozzi, R.P., and Yi, Y. “On the Evaluation of Structural Equation Models,” The Journal of Academy of Marking Science, Vol.16, pp. 76-94. (1988)
Bagozzi, R. P., and Warshaw, P. R.,“Trying to consume,” Journal of Consumer Research, Vol. 17, No. 2, pp.127-140. (1990)
Bailey, J. E., and Pearson, S. W., “Development of a tool for measuring and analyzing computer user satisfaction,”Management Science, Vol. 29, No. 5, pp.530-545. (1983)
Bellante, D., and Foster, A. C., "Working wives and expenditure on services," Journal of Consumer Research, Vol. 11, No. 2, pp. 700-707. (1984)
Bentler P. M., “Comparative fit indexes in structural models,” Psychol. Bull, Vol. 107, No. 2, pp. 238–246. (1990)
Bentler, P. M., and Bonnett, D. G., “Significance tests and goodness of fit in covariance structures,” Psychol. Bull, vol. 88, pp. 588–606. (1980)
Berry, L. L., Seiders, K., and Grewal, D., “Understanding service convenience,”Journal of Marketing, Vol. 66, No. 3, pp.1-17. (2002)
Bhattacherjee, A., “Individual trust in online firms: Scale development and initial test,” Journal of Management Information Systems, Vol. 19, No. 1, pp.211-241. (2002)
Bitner, M. J., Stephen, W. B., and Meuter, M. L., "Technology infusion in service encounters," Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp.138-49. (2000)
Brown, L. G., "The strategic and tactical implications of convenience in consumer product marketing," Journal of Consumer Marketing, Vol. 6, No. 3, pp. 13-19. (1989)
Calisir, F., and Gumussoy, C. A., “Internet banking versus other banking channels: Young consumer’s view,” International Journal of Information Management, Vol. 28, No. 3, pp.215-221. (2008)
Chen, L. D., “A model of consumer acceptance of mobile payment,” International Journal of Mobile Communications, Vol. 6, No. 1, pp. 32-52. (2008)
Chen, L. D., Gillenson, M. L., and Sherrell, D. L., “Enticing online consumers: an extended technology acceptance perspective,” Information & Management, Vol. 39 No. 8, pp.705-719. (2002)
Childers, T. L., Carr, C. L., Peckc, J., and Carson, S., “Hedonic and utilitarian motivations for online retail shopping behavior,” Journal of Retailing, Vol. 77 No. 4, pp.511-535. (2001)
Collier, J. E., and Sherrell, D. L., “Examining the influence of control and convenience in a self-service setting,” Journal of the Academy of Marketing Science, Vol. 38, No. 4, pp. 490–509. (2010)
Choudhury, V., and Karahanna, E., “The relative advantage of electronic channels: A multidimensional view,” MIS Quarterly, Vol. 32, No. 1, pp. 179-200. (2008)
Crosby, L.A., Evans, K.R., and Cowles, D., “Relationship quality in services selling: An Interpersonal Influence Perspective,” Journal of Marketing, Vol. 54, No. 3, pp.68-81. (1990)
Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS Quarterly, Vol. 13, No. 3, pp. 319-339 (1989)
Davis, M M., and Heineke, J.,“How disconfirmation, perception and actual waiting times impact customer satisfaction,”International Journal of Service Industry Management, Vol. 9, No. 1, pp. 64-73. (1998)
Devaraj S., Fan, M., and Kohli, R.,“Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics,” Information Systems Research, Vol. 13, No. 3, pp. 316-333. (2002)
Doney, P.M., and Cannon, J.P., “An examination of the nature of trust in buyer-seller relationships,” Journal of Marketing, Vol. 61, No. 2, pp. 35-51. (1997)
Fleisch, E., Sarma, S., and Thiesse, F., “Preface to the focus theme section: Internet of things,” Electronic Markets, Vol. 19, No. 2-3, pp. 99-102 (2009)
Fornell, C., and Larcker, D.,”Structural equation models with unobservable variables and measurement error,” Journal of Marketing Research, Vol. 18, No. 1, pp.39-50. (1981)
Ganesan, S., “Determinants of long-term orientation in buyer-seller relationships,” Journal of Marketing, Vol. 58, No. 2, pp.1-19. (1994)
Gefen, D., Karahanna, E., and Straub, D. W., “Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, Vol.27, No.1, pp. 51-90. (2003)
Gefen, D., and Straub, D. W., ”Managing user trust in B2C e-Services,” e - Service Journal, Vol. 2, No. 2, pp. 7-24. (2003)
Gefen, D., and Straub, D. W., “The relative importance of perceived ease-of-Use in IS adoption: A study of e-commerce adoption,” Journal of the AIS, Vol. 1, No. 8, pp. 1-30. (2000)
Gehrt, K. C., and Yale, L., “The dimensionality of the convenience phenomenon: A qualitative reexamination," Journal of Business and Psychology, Vol. 8 No.2, pp. 163-80. (1993)
Goodhue, D. L., “Understanding user evaluations of information systems,” Management Science, Vol. 41, No. 12, pp. 1827-1844. (1995)
Goodhue, D. L., and Thompson, R. L.,“Task-Technology Fit and Individual Performance,”MIS Quarterly, Vol. 19, No. 2., pp.213-236 (1995)
Grayson, K., Johnson, D. S., and Chen, D. R., “Is firm trust essential in a trusted environment? How trust in the business context influences customers,” Journal of Marketing Research, Vol. 45, No.2, pp. 241-256. (2008)
Ha, S., and Stoel, L., “Consumer e-shopping acceptance: Antecendents in a technology acceptance model,” Journal of Business Research, Vol. 62, No. 5, pp. 565–571. (2009)
Harris, L. C., and Goode, M. H. M., “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics,” Journal of Retailing, Vol. 80, No.2, pp.139–158. (2004)
Herzberg, A.,”Payments and banking with mobile personal devices,”Communications of the ACM, Vol. 46, No. 5, pp. 53-58. (2003)
Hoffman, D.L., Novak, T.P., and Peralta, M., “Building consumer trust online,” Communications of the ACM, Vol. 42, No. 4, pp. 80-85. (1999)
Holbrook, M. B., and Lehmann, D. R., "Allocating discretionary time: Complementarity among activities," Journal of Consumer Research, Vol. 7, No. 4, pp. 395-406. (1981)
Hourahine, B., and Howard, M., “Money on the move: opportunities for financial service providers in the third space’,” Journal of Financial Services Marketing, Vol. 9, No. 1, pp. 57–67. (2004)
Hsu, T. H., Wang, Y. S., and Wen, S. C., “Using the decomposed theory of planned behaviour to analyse consumer behavioural intention towards mobile text message coupons,” Journal of Targeting, Measurement and Analysis for Marketing. Vol. 14, No. 4, pp. 309-324. (2006)
Hu, L., and Bentler, P. M., “Cutoff criteria for fit indexes in covariance structure analysis: Coventional criteria versus new alternatives, Structural Equation Modeling,” Vol. 6, No. 1, pp. 1-55. (1999)
Johnson, D. S., “Achieving customer value from electronic channels through identity commitment, calculative commitment, and trust in technology,” Journal of Interactive Marketing, Vol. 21, No. 4, pp. 2-22. (2007)
Jöreskog, K. G., “ A general method for analysis of covariance structures,” Biometrika, Vol.57, pp.239-251. (1970)
Karahanna, E., Straub, D. W., and Chervany, N. L., “Information technology adoption across time: A cross-sectional comparison of pre-adoption and post-adoption beliefs,” MIS Quarterly, Vol. 23, No. 2, pp.183-213. (1999)

Keh, H. T., and Pang, J.,“Customer reactions to service separation,” Journal of Marketing, Vol. 74, No. 2, pp.55–70. (2010)
Khalifa, M., and Shen, K. N., “Explaining the adoption of transactional B2C mobile commerce,”Journal of Enterprise Information Management, Vol. 21 No. 2, pp. 110-124. (2008)
Kim, D. J., Ferrin, D. L., and Rao, H. R., “Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration,” Information Systems Research,”Vol. 20, No. 2, pp. 237-257. (2009)
Koufaris, M., “Applying the technology acceptance model and flow theory to online consumer behavior,” Information Systems Research, Vol. 13, No.2, pp. 205-223. (2002)
Kreyer, N., Pousttchi, K., and Turowski, K., “Mobile payment procedures: Scope and characteristics,”e-Service Journal, Vol. 2, No. 3, pp. 7-22. (2003)
Kuan, H. H., and Bock G. W., “Trust transference in brick and click retailers: An investigation of the before-online-visit phase,” Information & Management, Vol. 44, No. 2, pp. 175–187. (2007)
Kumar, N., “The power of trust in manufacturer-retailer relationships,” Harvard Business Review, Vol. 74, No. 6, pp.93-106. (1996)
Larson, R. C., "Perspectives on Queues: Social Justice and the Psychology of Queuing," Operations Research, Vol. 35, No. 6, pp.895-904. (1987)
Lederer, A. L., Maupin, D. J., Sena, M. P., and Zhuang, Y. “The Technology Acceptance Model and the World Wide Web,” Decision Support Systems, Vol. 29, No. 3, pp. 269-282. (2000)

Lee, M.K.O., and Turban, E., ”A trust model for consumer internet shopping,” International Journal of Electronic Commerce, Vol. 6, No.1, pp. 75– 92. (2001)
Lin H. H.,and Wang Y. S., “An examination of the determinants of customer loyalty in mobile commerce contexts,” Information & Management, Vol. 43, No. 3, pp. 271-282. (2006)
Lin, Y. M., and Shih, D. H., “Deconstructing mobile commerce service with continuance intention,”International Journal of Mobile Communications, Vol. 6, No. 1, pp. 67-87. (2008)
Lippert, S. K., “Investigating postadoption utilization: An examination into the role of interorganizational and technology Trust,”IEEE Transactions on Engineering Management, Vol. 54, No. 3, pp.468-483. (2007)
Lippert, S.K., and Swiercz P.M., “Human resource information systems (HRIS) and technology trust,” Journal of Information Science, Vol. 31, No. 5, pp.340-353. (2005)
Liua, T. C., and Wub, L. W.,“Cross-buying evaluations in the retail banking industry,”The Service Industries Journal, Vol. 29, No. 7, pp. 903–922. (2009)
Luarn, P., and Juo, W. J., “The role of trust in technology within the TAM in the context of NFC mobile payment,” Journal of Information and Optimization Sciences, Vol. 31, No. 4, pp. 875–896 (2010)
Luarn, P.,and Lin, H.H., “Toward an understanding of the behavioral intention to use mobile banking,” Computers in Human Behavior, Vol. 21, No.6, pp. 873-891. (2005)
MacCallum, R. C., Browne, M. W., and Sugawara, H. M., “Power analysis and determination of sample size for covariance structure modeling,” Psychological Methods,”Vol. 1, pp. 130-149. (1996)
Mayer, R.C., Davis, J.H., and Schoorman, F.D.,“An integrative model of organizational trust,” Academy of Management Review, Vol. 20, No. 3, pp. 709-734. (1995)
McKnight, D.H., Choudhury, V., and Kacmar, C., “Developing and validating measures for e-commerce: An integrative topology,” Information Systems Research, Vol. 13 No. 3, pp. 334-361. (2002)
Meuter, M. L., Qstrom, A. L., Roundtree, R. I., and Bitner, M. J., "Self-service technologies: Understanding customer satisfaction with technology-based service encounters," Journal of Marketing, Vol. 64, No. 3, pp. 50-64. (2000)
Moore, G. C., and Benbasat, I., “Development of an instrument to measure the perceptions of adopting an information technology innovation,” Information Systems Research, Vol. 2 No. 3 pp. 192-222. (1991)
Oh, L. B., and Teo, H. H.,”Consumer value co-creation in a hybrid commerce service-delivery system,”International Journal of Electronic Commerce, Vol. 14, No. 3, pp. 35-62. (2010)
Pavlou, P. A., “Consumer acceptance of electronic commerce—Integrating trust and risk with the Technology Acceptance Model,” International Journal of Electronic Commerce, Vol.7, No. 3, pp. 69-103. (2003)
Pruyn, A., and Smidts, A., “Effects of waiting on the satisfaction with the service: beyond objective time measures,”International Journal of Research in Marketing, Vol. 15, No. 4, pp. 321-34. (1998)
Pura, M., “Linking perceived value and loyalty in location-based mobile services,”Managing Service Quality, Vol. 15, No. 6, pp.509–538. (2005)
Rajamma, R. K., Paswan A. K., and Hossain M. M.,“Why do shoppers abandon shopping cart? Perceived waiting time, risk, and transaction inconvenience,” The Journal of Product and Brand Management, Vol. 18, No. 3, pp. 188-197. (2009)
Ratnasingam, P., “Trust in inter-organizational exchanges: a case study in business to business electronic commerce,” Decision Support Systems, Vol. 39, No. 3, pp. 525-544. (2005)
Ratnasingam, P., and Pavlou, P.A., “Technology trust in internet-based interorganizational electronic Commerce,” Journal of Electronic Commerce in Organizations, Vol. 1, No. 1, pp.17. (2003)
Rintamäki, T., Kanto, A., Kuusela, H., and Spence, M. T., “Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland,”International Journal of Retail and Distribution Management, Vol. 34, No. 1, pp.6–24. (2006)
Rodolfo Vázquez-Casielles and Leticia Suárez Álvarez, Ana Maria Díaz Martín “Perceived justice of service recovery strategies: Impact on customer satisfaction and quality relationship,” Psychology & Marketing, Vol. 27, No. 5, pp. 487–509. (2010)
Schurr, P.H., and Ozanne, J.L., “Influences on exchange processes: Buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness,” Journal of Consumer Research, Vol.11, No.4, pp.939-953. (1985)
Seiders, K., Berry, L. L., and Gresham, L., "Attention retailers: How convenient is your convenience strategy," Sloan Management Review, Vol. 49, No. 3, pp.79-90. (2000)
Seiders, K., Voss, G. B., Godfrey, A. L., and Grewal, D.,“SERVCON: development and validation of a multidimensional service convenience scale,” Journal of the Academy of Marketing Science. Vol. 35, No. 1, pp.144–156. (2007)
Siau, K., and Shen, Z., “Building customer trust in mobile commerce,” Communications of the ACM, Vol. 46, No. 4, pp. 91-94. (2003)
Sirdeshmukh, D., Singh, J., and Sabol, B., “Consumer trust, value, and loyalty in relational exchanges,” Journal of Marketing, Vol. 66, No. 1, pp. 15-37. (2002)
Song, J., Koo, C., and Kim, Y., “Investigating antecedents of behavioral intentions in mobile commerce,”Journal of Internet Commerce, Vol. 6, No. 1, pp. 13-34. (2007)
Srinivasan, S.S., Anderson, R. and Ponnavolu, K. “Customer loyalty in e-commerce: an exploration of its antecedents and consequences,” Journal of Retailing, Vol. 78, No. 1, pp. 41-50. (2002)
Tinsley, H. E. A., and Tinsley, D. J., “User of factor analysis in counseling psychology research,” Journal of Counseling Psychology, Vol. 28, pp. 191-193. (1987)
Tom, G., and Lucey, S., "A Field Study Investigating the Effect of Waiting Time on Customer Satisfaction," Journal of Psychology, Vol. 131, No. 6, pp.655-60. (1997)
Tornatzky, L. G., and Klein, K. J., “Innovation characteristics and innovation adoption-implementation: A Meta-Analysis of Findings,”IEEE Transactions on Engineering Management, Vol. 29, No. 1, pp. 28-45. (1982)
Venkatesh, V., “Creation of favorable user perceptions: Exploring the role of intrinsic motivation,” MIS Quarterly, Vol. 23, No. 2, pp. 239–260. (1999)
Venkatesh, V., “Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model,” Information Systems Research, Vol. 11, No. 4, pp. 342–365. (2000)
Venkatesh, V., and Davis, F. D., “A model of the antecedents of perceived ease of use: Development and test,” Decision Sciences, Vol. 27, No. 3, pp. 451–481. (1996)
Venkatesh, V., and Davis, F. D., “A theoretical extension of the technology acceptance model: Four longitudinal field studies,”Management Science, Vol. 46, No. 2, pp.186–204. (2000)
Venkatesh, V., and Morris, M.G., “Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior,” MIS Quarterly, Vol. 24, No. 1, pp.115–139. (2000)
Wang, W., and Benbasat, I., “Trust in and adoption of online recommendation agents” Journal of the Association for Information Systems, Vol. 6 No. 3, pp. 72-101. (2005)
Wang, Y. S., Lin, H. H., and Luarn, P.,“Predicting consumer intention to use mobile service,” Information Systems Journal, Vol. 16, No. 2, pp.157-179. (2006)
Wansink, B. and Ray, M. L., "Advertising strategies to increase usage frequencies," Journal of Marketing, Vol. 60, No. 1, pp. 31-46. (1996)
Yale, L., and Venkatesh, A., “Toward the construct of convenience in consumer research," Advances in Consumer Research, Vol. 13, pp. 403-408. (1986)
Wu, J. H., and Wang, S. C., “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model,”Information & Management, Vol. 42, No. 5, pp. 719-729. (2005)
Yiu, C. S., Grant, K., and Edgar, D., “Factors affecting the adoption of internet banking in Hong Kong--implications for the banking sector,” International Journal of Information Management, Vol. 27, No. 5, pp.336-351. (2007)
Zhang, X., Prybutok V., and Huang A., “An empirical study of factors affecting e-service satisfaction,”Human Systems Management, Vol. 25, No. 4, pp. 279–291. (2006)
B書籍
Ajzen, I., and Fishbein, M., Understanding attitudes and predicting social behavior, Englewood Cliffs. (1980)
Blau, P.M., Exchange in power in social life. John Wiley, New York. (1964)
Browne, M. W., and Cudeck, R., Alternative ways of assessing model fit. In: Bollen, K. A. & Long, J. S. (Eds.) Testing Structural Equation Models. pp. 136–162. Beverly Hills, CA: Sage. (1993)
Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C., Multivariate data analysis (5th edn), Prentice Hall International, UK. (1998)
Hayduk, L. A., Structural Equation Modeling with LISREL. John Hopkins University Press, Baltimore. (1987)
Jöreskog, K. G., and Sörbom, D., LISREL V: Analysis of linear structural relationships by the method maximum likelihood, National Educational Resources, Chicago. (1981)
Rogers, E. M., Diffusion of Innovations, (Third Ed.), the free press, New York. (1983)
Rogers, E. M., Diffusion of Innovations, (Fifth Ed.), the free press, New York. (2003)
Steiger J. H., EZPATH: A supplementary module for SYSTAT and SYSGRAPH. Evanston, IL: STSTAT. (1989)
Williamson, O., The Economic Institutions of Capitalism, the free press, New York. (1985)

C研討會論文
Lohse, G.L. and Spiller, P., “Quantifying the effect of user interface design features on cyberstore traffic and sales,” In CHI’98 Conference Proceedings, 18 – 23 April 1998, Los Angeles, CA, J. Coutaz and J. Karat (Eds.). (1998)
Scott, J.,“The measurement of information systems effectiveness: evaluating a measurement,” in: Proceedings of the Fifteenth International Conference on Information Systems”, Vancouver, BC. pp.111-128. (1994)
Steiger, J.H., & Lind, J.C., “Statistically-based tests for the number of common factors,” Paper presented at the annual Spring Meeting of the Psychometric Society in Iowa City. May 30, (1980)
D學位論文
林心慧, “行動商務成功模式之建構與驗證 ,”博士論文, 國立台灣科技大學, 台北, 台灣 (2004).

E研究報告
Browne, M. W., and Mels, G., “RAMONA PC user's guide,” (Unpublished technical report), Columbus: Ohio State University. (1990)
繆嘉新,“NFC (Near Field Communication)技術於電信應用服務,”中華電信研究所. (2008)
中華民國行政院主計處,“通訊統計,” (2010)
中華民國行政院金融監督管理委員會銀行局統計室, “信用卡業務統計,” (2010)
資策會FIND, “2009年流通產業創新服務消費者調查,”(2010)
Juniper Research 產業/市場情報資料, “行動商務策略：票券銷售、零售、付款與安全性,” (2006)
Juniper Research 產業/市場情報資料, “行動金融服務的銀行交易及付款市場、2007年至2011年,” (2008)
Juniper Research 產業/市場情報資料, “行動票券・行動折價券策略及市場（2007年至2011年）,” (2008)
Juniper Research 產業/市場情報資料, “全球行動付款：免接觸NFC市場 - 2008年至2013年,” (2008)
Juniper Research 產業/市場情報資料, ”行動付款市場的策略及預測：2008年至2013年,” (2008)
Juniper Research 產業/市場情報資料, “行動折價券的策略・應用・市場：2008年至2013年,” (2008)
Juniper Research 產業/市場情報資料, “行動商務市場預測：付款・購票・折價券・銀行業務（2008人至2013年）,”(2009)
Juniper Research 產業/市場情報資料, “NFC行動付款&行銷的市場機會：分析・預測（2009-2014年）,”(2009)
Juniper Research 產業/市場情報資料, “手機優惠券&NFC智能海報策略・應用軟體・市場預測（2009年至2014年）,”(2009)
Juniper Research 產業/市場情報資料, “行動票卷應用程式及市場：交通機構・運動・娛樂（2009-2014年）,”(2010)
Juniper Research 產業/市場情報資料, “行動行銷與零售戰略（廣告・優惠券・智慧型海報）：2009-2014年,”(2010)