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系統識別號 U0026-2906201118515100
論文名稱(中文) 以創新抵制理論探討電信用戶使用電子帳單意願
論文名稱(英文) Using the Theory of Innovation Resistance to Explore Usage Intention of Electronic Bill for Telecommunications Subscriber
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 99
學期 2
出版年 100
研究生(中文) 沈錦蔚
研究生(英文) Chin-Wei Shen
學號 r9697404
學位類別 碩士
語文別 中文
論文頁數 102頁
口試委員 指導教授-蔡東峻
口試委員-黃光渠
口試委員-李奇勳
中文關鍵字 電子帳單  創新抵制  電信產業  結構方程模式 
英文關鍵字 electronic bill  innovation resistance  telecom industry  structural equation modeling 
學科別分類
中文摘要 電子帳單服務是業者利用網際網路將帳單無紙化,用戶的帳單透過網路遞交至客戶端。不同於以往帳單為紙本形式需要以人工郵寄,業者可藉此節省印製和寄送成本,消費者則可以經由網頁介面瀏覽帳單和進行個人化服務。臺灣電信業者積極推動用戶將紙本帳單轉換為電子帳單,但卻面臨消費者接受度不高的窘境,本研究希望以創新抵制的角度結合觀察國內電子帳單的情形,探討電信用戶不使用電子帳單的影響因素,並對電信業者提出建議,改善電子帳單推廣程度不張的情況。
本研究從相關文獻的蒐集、回顧及探討發展研究架構。以問卷收集樣本資訊,並利用結構方程模式對構念間的關係做分析及探討。本研究所得結論如下:
1. 用戶對電子帳單的價值障礙、風險障礙、傳統障礙、心理障礙會降低用戶的採用意願。
2. 電信業者提供的優惠程度愈高,則用戶選擇使用電子帳單的意願愈高。
3. 電子帳單服務能夠提供的便利性、電信業者能保障用戶隱私安全的程度以及用戶本身對環境保護的關心程度會降低用戶本身對使用電子帳單的知覺障礙,提升其使用意願。

本研究根據研究結果建議電信業者 (1) 應該強化用戶使用電子帳單的優惠及便利性。(2) 積極主動宣傳電子帳單的便利性,利用教育消費者的方式,加速電子帳單業務的推動。
英文摘要 Electronic billing services are used to provide paperless billing, through internet based delivery of customer account statements. Unlike the past that bill was paper form, so now telecom operators can enjoy savings in printing and delivery costs, while subscribers can enjoy easy and convenient online access to account interfaces affording personalized and private service. Telecom operators in Taiwan have been promoting e-bill for several years, but overall subscriber acceptance rates remain insufficient. This study applied the theory of innovation resistance to the domestic situation, and studied what were the factors affected the subscriber, while informing suggested best evidenced-based practices for operators, to improve acceptance and use of e-billing to redress the current marketplace recalcitrance.
This study relies on a thorough literature review to develop our research framework. Data were collected by questionnaires, with structural equation modeling to analyze relationships among the constructs. Our conclusions include:
1. Subscriber intention to accept e-billing innovation may be impeded by their value, risk, traditional and image barriers.
2. If telecom operators offer more incentives, the subscribers will have higher usage intention of electronic bill.
3. The convenience of e-bill service, subscriber’s privacy security level that operators can protect and subscriber’s environmental concern will reduce the subscriber’s perceived barriers to e-bill, and enhance their usage intention.
Based on the results, our study suggests that telecom operators should: (1) enhance the level of incentives and conveniences (2) actively promote the convenience of electronic bill service to subscribers.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 6
第二章 文獻回顧 8
第一節 電子帳單 8
第二節 創新抵制 13
第三節 影響知覺障礙的因素 21
第五節 其他影響採用意願的因素 31
第三章 研究方法 34
第一節 研究架構與假設 34
第二節 研究變數之操作型定義與衡量 35
第三節 問卷設計 44
第四節 研究範圍與對象 44
第五節 資料分析方法 45
第四章 資料分析結果 48
第一節 敘述性統計 48
第二節 驗證性因素分析 51
第三節 信度分析 62
第四節 單因子變異數分析 63
第五節 結構方程模式分析 68
第六節 分析結果討論 75
第五章 結論與建議 80
第一節 研究結論 80
第二節 實務建議 82
第三節 研究限制與後續研究建議 86
參考文獻 88
附錄一、正式問卷 98
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【網站部分】
中華電信網站,http://www.cht.com.tw/。
台北自來水事業處網站,http://www.twd.gov.tw/
臺灣大哥網站,http://www.taiwanmobile.com/。
臺灣自來水公司網站,http://www.water.gov.tw/
臺灣電力公司網站,http://www.taipower.com.tw/
遠傳電信網站,http://www.fetnet.net/。
國家通訊傳播委員會網站,http://www.ncc.gov.tw/chinese/index.aspx
行政院金融金融監督管理委員會銀行局網站,http://www.banking.gov.tw/Layout/main_ch/index.aspx?frame=3
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