以科技接受模式探討採用網路ATM因素之研究

Technology acceptance model to explore the use of the Web ATM Factors Research

趙子豪(Tzu-Hao Chao)

指導教授 ： 林子銘

國立中央大學/管理學院/資訊管理學系碩士在職專班/碩士(2007年)

摘要

隨著資訊科技的蓬勃發展、網際網路的日漸普及，所帶來的效率與便利性對於金融交易而言，也帶來不少助益，從過去實體ATM、電話銀行到網路銀行，到近幾年業者大力推行的網路ATM。網路ATM在台灣發展的時間不到3年，是目前金融交易市場中新穎的通路服務模式，消費者只需在自家的電腦上透過瀏覽器操作一般實體ATM的功能。由於針對網路ATM的探討文獻並不多。因此，本研究將針對影響消費者使用網路ATM的關鍵影響因素進行探討。 本研究之主要目的在探討一般消費者對於網路ATM之使用態度及使用意願之影響因素，以科技接受模式作為主要研究架構，並納入創新擴散理論中創新特性及知覺風險和消費者特性等相關理論，發展出本研究架構，探討認知有用性、認知易用性、相對優勢、相容性、知覺風險以及消費者特性對於網路ATM使用態度與使用意願之影響並分析其結果，用以了解消費者接受網路ATM之關鍵因素。希望能藉此提供金融業者未來推行網路ATM之參考。 本研究主要以北部地區之民眾為抽樣對象，以傳統問卷及網路問卷方式進行樣本資料蒐集，共計回收有效問卷為220份。研究發現結果如下： 一、認知有用性、認知易用性、相對優勢、相容性皆會對使用態度產生正向的影響，認知有用性的影響程度最高，其次為相對優勢、接下來為認知易用性。 二、知覺風險對於網路ATM的使用態度有負向的影響，若以知覺風險的構面來看，以時間風險最顯著，其次為隱私風險、財務風險、及安全風險。 三、消費者特性之人口統計變數中，收入對使用態度有正向的影響，而年齡、教育程度、職業、性別對使用態度並無影響。

關鍵字

網路ATM ； 科技接受模式 ； 創新擴散 ； 知覺風險 ； 消費者特性

並列摘要

With the booming of IT development, Internet network to the growing popularity of the roadway, brought for the future efficiency and convenient profit for the financial transactions, it also brings a lot of useful from the past entities ATM, telephone banking to Internet banking, in recent years the industry vigorously promote the Web ATM. Web ATM in Taiwan for less than three years, is the current financial market transactions novel pathway models consumers only in their own computer through the browser general operating entities ATM functions. Because of the new ATM network in the literature is not that much. Therefore, this study will affect consumers against the use of the web ATM key factors are discussed.
The main purpose of the study was to investigate the general consumers for the use of Web ATM attitude and willingness to use factors technology acceptance model as a major research framework, and incorporate innovation diffusion of innovation theory handling characteristics and perceived risk and consumer characteristics, and other related theories, development of the research framework, Discussion on the Perceived usefulness，perceived ease, the relative advantage, compatibility, Perceived risk and consumer characteristics for use in Web ATM and attitudes will influence the use and analysis of their results, used to understand the consumers accept Web ATM key factors. Hope this will provide financial industry Web ATM for future reference.
This thesis took people living in northern area of Taiwan as the sampling object, and developed a traditional questionnaire and network questionnaire to gather sample data. Total valid response count is 220. The results of this thesis are summarized as below:
1.Perceived usefulness，perceived ease，relative advantage and compatibility all have significant and obvious influence on adoption attitude. Perceived usefulness influences the most，and relative advantage is the second large influential factor，and perceived ease is the third large influential factor.
2.Perceived risk for the use of ATM network with a negative attitude to the impact of perceived risk if the dimensions, time to the most significant risks, followed by privacy risk, financial risk, and security risk.
3.Characteristics of consumer demographic variables, the use of revenue will have a positive attitude, and the age, education, occupation, Sex on the use of attitude has not affected.

並列關鍵字

consumer characteristic ； Perceived Risk ； Innovation Diffusion Theory ； Technology Acceptance Model ； Web ATM

參考文獻

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