| 摘要: | 論文名稱：運用科技接受模型探討智慧型手機用戶行動支付使用意願之研究
校(院)所組別：中國文化大學商學院全球品牌與行銷在職學位學程
畢業時間及提要別：一0六學年度第二學期碩士學位論文提要
研究生：林渝晴 指導教授：田寒光
論文提要內容：
在網路通訊技術日新月益與智慧行動裝置普及情況下，全球行動支付市場快速發展，而今台灣行動支付使用率仍然偏低，如何有效推動行動支付成為政府與相關產業鏈的重要課題。
本研究採問券調查法，運用科技接受模型加入便利性、娛樂性提出可能影響消費者使用行動支付之相關因素，輔以驗證性因素分析(CFA)、結構方程模式(SEM)檢驗建構效度與實證研究假設。
研究結果發現，「知覺有用性」對「使用態度」有正向影響，知覺有用性與「使用態度」對「行為意圖」有顯著正向影響，最後藉由本研究提出之建議與未來研究方向，以期為政府與行動支付產業鏈業者提供參考。
關鍵字：科技接受模型(Technology Acceptance Model)、便利性(convenience)、娛樂性(entertaining)
Research on Willingness to Pay for Mobil Phone
Users’Action Using Technology
Acceptance Model
Student：Yu-Ching Lin Advisor：Prof ：Han-Guang Tian
Chinese Culture University
ABSTRACT
With the rapid development of network communication technology and the popu-larity of smart mobile devices, the global mobile payment market is rapidly developing. However, the mobile payment usage rate in Taiwan is still low. How to effectively pro-mote mobile payment becomes an important issue for the government and related in-dustry chains.
This study uses the coupon survey method to use technology to accept models and join convenience and entertainment to propose relevant factors that may affect consumers' use of mobile payments, supplemented by confirmatory factor analysis (CFA) and structural equation model (SEM) test construction validity. With empirical research hypotheses.
The results of the study found that "perceived usefulness" has a positive effect on "use attitude," perceived usefulness and "use attitude" have a significant positive effect on "behavioral intent", and finally the recommendations and future research directions proposed by this study, In order to provide reference for government and mobile payment industry chain operators. |
