影響消費者對於RFID信用卡採用意願的因素之研究

RFID（Radio Frequency IDentification），又稱無線射頻辨識，是一種通信、識別技術。而RFID在台灣無法普遍使用的最主要原因是使用者的遲疑，相同的問題也在金融業發生，而RFID在金融業最主要的運用之一就是感應式信用卡。感應式信用卡為一種非接觸式的RFID信用卡，不需與終端設備實體接觸，利用卡片的感應線圈，透過電磁感應的方式傳送資料，具有在特定金額交易以下不必簽名、快速結帳的便利性，而感應式信用卡在台灣從2005年開始至2008年已發展三年，但與RFID技術在其他產業遇到的問題一樣，一直無法受到普遍的推廣。因此本研究將藉由科技接受模型、知覺風險、科技準備度來探討影響感應式信用卡採用意願的考慮因素。本研究以網路問卷的方式進行問卷的回收，共計以388份有效問卷來進行資料分析，其中有使用過感應式信用卡的有效問卷為149份。再藉由統計分析對研究結果做出結論與建議。研究結果顯示對於使用過一般信用卡的問卷樣本認為感應式信用卡的便利性與安全性越重要，使用意願越高；但對於使用過感應式信用卡的問卷樣本僅認為便利性越高，使用意願越高。而使用過一般信用卡的問卷樣本，若對科技的樂觀主義、創新性越高，其對感應式信用卡的採用意願越高；而使用過感應式信用卡的消費者，僅有對科技的樂觀主義越高，其採用意願才越高，而與晶片卡之相關研究有所不同的是，科技準備度的不適應已變得不顯著。此外，也發現RFID信用卡特性會透過認知有用性與知覺風險進而影響採用意願。最後，本研究一般信用卡使用者科技準備度之創新性越高時，卻有著越高的對於感應式信用卡的知覺風險，而高知覺風險也代表著較低的採用意願。

關鍵字

RFID ；感應式信用卡；科技接受模型；科技準備度；知覺風險

並列摘要

RFID (Radio Frequency Identification) is a communicating and identifying technology. Because of user’s hesitation, RFID is still not widely accepted in Taiwan. The problem also occurs in the financial industry, in which RFID’s primary application is RFID credit card. RFID credit card is a contactless RFID credit card. It doesn’t need to link to end physical equipment but make use of induction coil to transfer information by electromagnetic induction. It is convenient when transactions are under certain amount, for it doesn’t need user’s signature, making checkout quicker. RFID credit card has been in Taiwan market for three years. However, just like the problems RFID technology faces in other industries, the credit card hasn’t been widely accepted. As a result, the study incorporates Technology Acceptance Model (TAM), perceived risk, and technology readiness index to see its influences on user’s adopting willingness to RFID credit card. The study uses 388 valid Internet questionnaires in which 149 had the experience of using RFID credit card. Statistics analysis is used to offer conclusions and suggestions. The results has shown that for those who have the experience of using normal credit card, the more important the convenience and safety of RFID credit card, the higher their willingness to adopt to it. For those who have the experience of using RFID credit card, the importance of convenience is the only factor affecting their adopting willingness. For those who have the experience of using normal credit card, the higher their technology optimism and innovativeness, the higher their adopting willingness. But for those who have the experience of using RFID credit card, only technology optimism will affect their adopting willingness. The study also found that, differ from past IC card research results, the effect of discomfort from technology readiness index has become non-significant. Besides, the study discovered that attribute of RFID credit card’s influence on adopting willingness is mediated by perceived usefulness and perceived risk. Finally, the study found that normal credit card users with higher technology innovativeness will have higher perceived risks to RFID credit card, which also means their lower adopting willingness.

並列關鍵字

RFID ； RFID Credit Card ； Technology Acceptance Model ； Technology Readiness Index ； Perceived Risk

參考文獻

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國際替代計量

影響消費者對於RFID信用卡採用意願的因素之研究

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