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系統識別號 U0026-0812200915124987
論文名稱(中文) 制度信任、認知有用性、認知易用性對消費者使用意圖之影響—以行動商務為例
論文名稱(英文) An Empirical Study of the Effect of Institutional Trust, Perceived Usefulness and Ease on the Consumers Usage Intention -Mobile Commerce as an Example
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 97
學期 2
出版年 98
研究生(中文) 陳建源
研究生(英文) Chien-Yean Chen
學號 R0796432
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 口試委員-莊立民
口試委員-李國瑋
指導教授-蔡明田
指導教授-康信鴻
中文關鍵字 制度型信任機制理論  行動商務  行動銀行  科技接受模型擴充理論 
英文關鍵字 technology acceptance model expansion theory  mobile commerce  mobile banking  system of trust mechanism-based theory 
學科別分類
中文摘要 金融服務業之重要性與日俱增,金融服務業使命兼具營造符合消費大眾需求之金融環境、促進商業營運規模及創新服務流程,加強整合金融服務和科技能力,建立具創新及競爭能力的金融市場,將可促進國內整體經濟發展,更能滿足消費者需求。基於金融產業呈過度競爭,紅海競爭明顯;惟有加強資訊科技(IT)、網際網路(Internet)應用之深度及廣度,以降低成本、提高收益、提升營運管理效能,
本研究站在消費者的角度,藉由制度型信任機制理論(IBT)、科技接受模型擴充理論(TAM)、知覺風險等相關理論,探討影響消費者使用行動商務/行動銀行之主要因素。
本研究的研究結果如下:
1.認知易用性是影響使用意圖最大的因素,認知有用性次之,主觀規範再次之,知覺風險影響行動商務意圖則不顯著。
2.透過主觀規範(政府政策與同儕壓力)除直接影響「意圖」外,尚會藉由消 費者對行動商務認知有用性後再影響「意圖」。
3.制度型信任機制(結構保證與情境模式)會顯著影響知覺風險與認知有用性,惟 最終「知覺風險」對於「意圖」經本研究分析未能顯著影響。
英文摘要 The importance of the financial services sector are getting increasing, the financial services sector is in line with the mission of both creating the public financial environment and enhancing the scale of business operations and the processes of innovative services which meets consumer demand. In addition to strengthen the integration of financial services and technological ability could build innovative and competitive financial markets which will be able to promote the overall economic development and better fulfill consumer demand. Based on excessive competition of the financial industry and the Red Sea obviously, it is only to strengthen the information technology, Internet application depth and width so as to reduce cost, increase the revenue and enhance the effectiveness of operational management.
In this study, the consumer's point of standing by the system of trust mechanism-based theory (IBT), the expansion model of Technology Acceptance Theory, perceived risk and other related theories lies on to explore the impact of consumer use of mobile commerce / mobile Bank of the main factors.
The results of this study are as follows:
1. Cognitive ease of use (perceived easy of use) is the biggest factor that affect the use of the intention, the usefulness of cognitive (perceived usefulness) the second, subjective norm the third. The perceived risk is not significant factor of impacting the intention business operations.
2. Through the subjective norm -government policies and peer pressure in addition to affect the "intent" directly, the still will be affected by the consumer awareness of the usefulness of business operations before the impact of "intent."
3. The system of Institution based trust-Institution-based structural Assurances and Institution-based situational Normality will be a significant impact on perceived risk and cognitive usefulness, but ultimately "perceived risk" for "intent" by the analysis of this study failed to significantly affect.
論文目次 第一章 緒論
  第一節 研究背景與動機..............................................1
  第二節 研究目的....................................................5
  第三節 研究範圍與對象..............................................6
  第四節 研究流程....................................................7

第二章 文獻探討
  第一節 行動商務現況...............................................9
  第二節 文獻探討...................................................19
    2.1 科技接受模型(Technology Acceptance Model ,TAM).............19
2.2 信任 (Institution based trust ) ..........................24
2.3知覺風險....................................................29
第三節 本研究各構面間關係探討......................................35

第三章 研究方法
  第一節 研究架構....................................................40
  第二節 研究構面之操作性定義與研究假設..............................41
  第三節 變數操作性定義及問卷設計....................................42
  第四節 抽樣對象與方法..............................................46
  第五節 資料分析方法................................................48

第四章 研究結果
第一節 問卷回收與樣本特徵.........................................50
第二節 問卷信度與效度檢測.........................................53
第三節 研究假說檢測...............................................59

第五章 討論與建議
第一節 研究結果說明與討論.........................................65
第二節 管理意涵...................................................66
第三節 研究限制與未來研究方向.....................................68

參考文獻 ..............................................................70
附錄 問卷.............................................................73
參考文獻 參考文獻
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