以科技接受模型探討民眾對數位金融平台接受度之研究－以行動銀行為例

隨著網際網路及智慧型手機等行動裝置的快速普及，再加上COVID-19疫情的催化下，無接觸的金融服務時代正式來臨。傳統金融業者該如何在金融科技領域裡利用創新技術和服務，增加更完善的功能，提升民眾對於數位金融工具的接受度及黏著度，是值得探討的議題。金融科技對於使用者而言是一項數位科技工具，過去探討使用者資訊科技接受度的理論中，科技接受模型有效地預測使用者對資訊科技使用的行為意圖。本研究以科技接受模型探究民眾對數位金融平台接受度，研究結果顯示，知覺有用性及知覺易用性皆會正向影響使用者的行為意圖，而知覺易用性對知覺有用性與使用者行為意圖之影響存在部份中介效果。而使用者本身的自我效能會正向影響知覺有用性及知覺易用性。

關鍵字

科技接受模型；數位金融；行動銀行；行為意圖

並列摘要

The widespread prevalence of internet and mobile device and the COVID-19 pandemic accelerates the era of contactless for financial service. How traditional banks utilize innovative technologies and services to enhance more functions and facilitate users' acceptance and stickiness of digital finance is worthy for further discussion. For users, financial technology is one of the digital technology tools. To understand users' acceptance and stickiness, prior literature suggests that technology acceptance model (TAM) could effective predict users' behavioral intention. This study adopts TAM to investigate users' acceptance of digital financial platform, the results show that both perceived usefulness and perceived ease of use will positively affect the users' behavioral intention, perceived ease of use will positively affect perceived usefulness, and the impact of perceived ease of use on perceived usefulness and user behavioral intention. There is a partial mediation effect, users' own self-efficacy will positively affect the perceived usefulness and the perceived ease of use.

並列關鍵字

Technology Acceptance Model (TAM) ； Digital Finance ； Mobile Banking ； Behavioral Intention

參考文獻

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