- 學位論文
應用計劃行為理論與科技接受模式探討網路ATM的採用
The Application of Theory of Planned Behavior and Technology Acceptance Model to Explore the Adoption of Web ATM
摘要
目前網路ATM的研究文獻中，學者以探討網路ATM系統架構與網路ATM安全機制的技術層面的研究居多。本研究以消費者的角度為出發點，結合「計劃行為理論」與「科技接受模式」來探討消費者的使用行為。本研究主要探討的問題有： 一、瞭解計劃行為理論中，態度、主觀規範與認知行為控制，這三個核心變數對於採用網路ATM的行為意圖影響力。 二、根據國內外相關文獻探討結果，以計劃行為理論和科技接受模式提出一研究模式，藉此研究模式來預測及解釋消費者採用網路ATM的行為意圖因素。 透過實證的結果，期望能找出對於路網路ATM的實際使用行為的關鍵影響因素，進而提供銀行業者從事電子商務營運規劃的策略建議，使得網路ATM能夠更加便利且廣泛被使用。
並列摘要
The current literature researches of Web ATM are mainly focusing on system construction and safety mechanism technical stratification planning. From consumer point of view, however, this research combined the “Theory of Planned Behavior” and “Technology Acceptance Model” to study the consumer behavior of using Web ATM. The major research subjects are as following: 1. From the Theory of Planned Behavior, this research focused on three key variables, including attitude, subjective norm and perceived behavioral control to understand the influence of Web ATM using intention behavior. 2. From related literature study result and also by taking the Theory of Planned Behavior and Technology Acceptance, this research provided a model to predict and explain the factors of consumer Web ATM using intention. Over the empirical research, we expect to find out the key factors of Web ATM using behavior. Moreover, we hope to provide suggestions of Electronic business operating planning strategy to bank industries. Over there, Web ATM can become more friendly and widely to use.