本研究為瞭解在台灣有哪些因素會影響使用者在使用近場通訊上,造成普及性不高的原因,以及如何提供近場通訊決策者與研發人員的一些參考的依據,故本研究以文獻回顧中重新定義的近場通訊三大功能做為科技接受模型的外生變數,藉以瞭解近場通訊三大功能結合行動社群網路服務功能之使用者的接受程度,並利用結構方程模型的驗證,以瞭解到知覺安全的迷思與享樂的不有趣,以及近場通訊付款流程有待宣導,皆是造成普及性不高的原因。再利用社會網絡分析,以瞭解到創新、主觀規範與知覺便利性對於近場通訊使用面與功能面,都是具有高度優勢的市場切入點,且使用者的接受程度非常高;知覺安全與享樂對於近場通訊使用面與功能面,都是具有高度的改善空間,藉以提供近場通訊決策者與研發人員提高其與同業的競爭力,以利於未來客製化產品的一些參考依據。
This study in order to understand what factors will affect Taiwan's users in the use of NFC, resulting in the reasons that popularity isn’t high, as well as how to provide NFC’s decision-makers and researchers some guide-lines. The study uses three NFC functions that were redefined from literature review as the exogenous variables of TAM in order to understand users’ acceptance for these three functions combined with mobile social network service. Using Structural Equation Modeling verification, this research clears the perceived security’s myths and enjoyment isn’t fun, as well as the needs of promoting NFC payment’s process which caused the popularity problem. Furthermore, the study uses SNA in order to understand the relationships among innovation, subjective norm and perceived ease of use for usage and function. Results show that the entry points of the NFC market based on the these three perspectives maintain very high advantage along with the user acceptance; perceived security and enjoyment for usage and function of the NFC both have room for improvement. The findings provide reference base for decision-makers and researchers to improve its competitiveness for industry, as well as the guide-lines of future customized products.