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系統識別號 U0026-1411201813273200
論文名稱(中文) 探討知覺風險對消費者使用即時通訊軟體LINE意願之影響 – 以電信詐欺經驗為干擾變數
論文名稱(英文) Exploring the Impact of Perceived Risk on Consumers' Willingness to Use Instant Messaging Software LINE - Telecommunication Frauds Experience as a Moderator
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 107
學期 1
出版年 107
研究生(中文) 余偉碩
研究生(英文) Wei-Shuo Yu
學號 R96051094
學位類別 碩士
語文別 英文
論文頁數 111頁
口試委員 指導教授-黃光渠
口試委員-蔡東峻
口試委員-張紹基
口試委員-黃郁雯
中文關鍵字 知覺風險  即時通訊軟體  LINE  電信詐欺經驗  使用意願  干擾變數 
英文關鍵字 perceived risk  instant messaging software  LINE  telecommunication frauds experience  willingness to use  moderator 
學科別分類
中文摘要 隨著電信科技和通訊設備的進步,加上4G吃到飽資費的盛行,民眾的生活也間接有了劇烈的變化。以智慧型手機上的即時通訊軟體LINE為例,在台灣,年齡介於12-65歲的台灣民眾中,有將近91%的人口,高達1,700萬人都在使用即時通訊軟體LINE。但也因為即時通訊軟體的便利,加上網路世界虛實難辨的特性,提供了電信詐欺犯罪者有更多的管道及手段來進行詐欺。

而在經濟學上,幾近零邊際成本的現象,也已經在電信通訊產業造成極大的壓力。詐騙集團可藉由邊際成本趨近於0的特性,來大幅降低犯罪成本。所以,可以預期未來將會有更多電信詐欺案件的發生,而智慧型手機上的即時通訊軟體App,就是一個很容易被用來進行攻擊的管道。

本研究將針對使用者對於即時通訊軟體LINE的知覺風險作深入探討,並且加入電信詐欺經驗做為干擾變數,來觀察使用者是否會因為有了電信詐欺的經驗,而在使用即時通訊軟體LINE的使用意願上會產生其他負面的相關影響。

本研究結果顯示,消費者的心理風險對於使用即時通訊軟體LINE之知覺風險會有正向且非常顯著的影響。也就是說過度的垃圾訊息或廣告,確實會提升消費者對於使用即時通訊軟體LINE感到厭煩,以及隱私洩漏的疑慮。另外,本研究結果也顯示,消費者的電信詐欺經驗對於使用即時通訊軟體LINE之使用意願會有負向且非常顯著的影響,具有干擾作用。也就是說消費者如果在即時通訊軟體LINE上接收了過多的詐騙訊息,又或者有過實際上被詐騙而造成損失的經驗,都會影響到消費者對於即時通訊軟體LINE的使用意願。
英文摘要 With the advancement of telecommunications technology and “unlimited 4G data plan” have reshaped contemporary life style and behavior drastically. Taking the instant messaging software LINE on a smart phone for example, according to a survey released by Nielsen in 2016, nearly 91% of Taiwanese people aged 12-65, and about 17 million people are frequent users of LINE. However, due to the convenience of telecommunications technology and the unpredictability of the Internet world, it also provides more new channels and means for fraudulent activities.

In economics, the phenomenon of near-zero marginal cost has also caused great pressure in the telecommunications industry. Fraudulent criminal group can significantly reduce their telecommunication costs by marginal cost approaching zero.

Therefore, it can be expected that there are going to be more cases of telecommunications frauds in the future. The instant messaging App on the smart phone is a channel that is easily used by criminals to carry out malicious attacks. For the reason, consumers' perception of the risk of instant messaging software App is one of the topics that must be studied in depth.

This study focuses on the user's perceived risk of instant messaging software LINE, and chooses the telecommunication frauds experience as a moderator to observe whether users reduce use instant messaging software LINE's willingness because of the experience of telecommunication frauds. This study can assist social network service providers to pay attention to the types of risks when updating or developing their services, and design a better user experience process to increase the consumer's willingness to use.

The results of this study indicate that consumers' psychological risks, which cause a positive and very significant impacts on perceived risk of using LINE. In other words, spam or advertisements on the instant messaging software LINE can annoy consumers and cause consumers to doubt about privacy leakages.

In addition, the results of this study indicate that consumers' telecommunication frauds experience has a negative and very significant impact on the willingness to use LINE, with interference effects. In other words, if consumers receive too many frauds on LINE, or have experienced losses caused by fraud, it will affect consumers' willingness to use LINE.
論文目次 Contents
摘要 I
Abstract II
致謝 IV
Contents VI
List of Tables IX
List of Figures XI
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Question 5
1.4 Research Flow 6
Chapter 2 Literature Review 8
2.1 Current Situation and Features of Taiwan Telecom Fraud Crime 8
2.1.1 The total number of fraud cases and cracked cases in Taiwan 10
2.1.2 The ratio of telecom fraud cases accounting for the total number of fraud cases 11
2.1.3 The ratio of the prosecution and non-prosecution 12
2.1.4 The degree of loss of property in fraud cases 13
2.1.5 The education level of the victims 14
2.2 Instant Messaging Software LINE Security Issues 15
2.2.1 The status of instant messaging software LINE in Taiwan 15
2.2.2 Two common frauds in instant messaging software LINE 17
2.3 Perceived Risk 18
2.3.1 Definition of perceived risk 19
2.3.2 Facets of perceived risk 20
2.4 Willingness to Use 23
2.4.1 Definition of willingness to use 24
Chapter 3 Research Method 25
3.1 Research framework 25
3.2 Research hypothesis 27
3.3 Survey Design 32
3.3.1 Questionnaire content 32
3.3.2 The operational definition and the measuring question of research variable 33
3.4 Analysis method 43
3.4.1 Descriptive statistics 43
3.4.2 Confirmatory factor analysis (CFA) 44
3.4.3 Reliability and validity analysis 44
3.4.4 Structural equation modeling (SEM) 46
3.5 Pretest results 47
Chapter 4 Analysis and discussion of research results 50
4.1 Descriptive statistics analysis of sample data 50
4.1.1 Personal basic information 51
4.1.2 Subject's experience with LINE 53
4.2 Reliability and validity analysis of sample data 56
4.2.1 Reliability Analysis 56
4.2.2 Validity Analysis 66
4.3 Descriptive statistics of research variables 67
4.4 Confirmatory factor analysis of sample data (CFA) 77
4.5 Analysis of structural equation modeling (SEM) 82
Chapter 5 Conclusions and Suggestions 89
5.1 Research conclusions 89
5.2 Management implications 93
5.3 Research limitations and suggestions for future research 96
Reference 99
Formal Questionnaire (Appendix) 105
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