| 摘要: | 在二十一世紀科技創新、資訊普及的時代，智慧型手機和平板電腦等等3C產品普遍化，行動金融時代來臨。伴隨著科技的進步，行動版的購物網頁或是APP(application)誕生。APP指的是智慧型手機等行動裝置的電腦應用程式，也稱為軟體。
本研究探討影響使用金融業APP的因素，且以科技接受模式與計畫行為理論為基礎，研究數據來自網路和紙本發放的411份問卷，並利用SPSS軟體和結構方程模式進行統計分析。本研究結果為知覺有用性會正向顯著的影響使用行為意圖。知覺有用性、知覺易用性、主觀規範會影響態度，進而影響使用行為意圖。且知覺易用性會顯著正向影響知覺有用性。本研究結果幫助開發金融業APP的業者，了解有哪些因素會讓消費者願意使用，且讓消費者繼續使用。
With the universalization of smart phones and tablets, the era of mobile banking is spread. With the development of technology, mobile shopping pages or APP (application) were emerged. APP refers to a computer application that are used by smart phones and mobile devices, also known as software.
The study investigates the factors to impact the intention to use financial APP base on technology acceptance model (TAM) and theory of planned behavior (TPB). According to the 411 questionnaires from the network and paper, and the SPSS and structural equation modeling are applied to proceed statistical analysis. The result that perceived usefulness affects positive behavioral intention to use. Perceived usefulness, perceived ease of use, and subjective norm influence attitude, and further affect behavioral intention to use. And perceived ease of use positive affects perceived usefulness. Our results attempt to help the financial industries to understand what factors make consumers be willing to use financial APP, and keep users to continue to use. |
