以整合科技接受(UTAUT)模型探討儲戶對e動郵局使用意願之研究

隨著網際網路的普及，金融服務打破了過去傳統經營模式，網路銀行服務方興未艾。近年更由於通訊科技的迅速發展及智慧手機盛行，各家銀行紛紛推出行動銀行的新服務模式。中華郵政公司擁有超過6.2兆儲匯資金，高達2,700萬儲戶遍布全國，1,299個郵局據點提供金融服務，積極推動金融數位轉型刻不容緩。本研究旨在瞭解儲戶對於中華郵政e動郵局服務的接受程度及使用意願，並找出影響儲戶對於e動郵局使用意願的關鍵因素，期望研究結果能提供中華郵政公司持續強化網路郵局及手機「e動郵局」功能的具體建議。本研究以整合科技接受模型(UTAUT)為基礎發展研究模型，利用問卷調查方法收集實證資料並以SmartPLS為分析工具分析研究模型，研究結果顯示，本研究的績效預期、社會影響、促成條件及信任四個構面對於e動郵局APP使用意願有正向影響，努力預期對使用意願無顯著影響。關鍵字: 行動銀行、e動郵局、信任、行動支付、整合科技接受模型

關鍵字

行動銀行； e動郵局；信任；行動支付；整合科技接受模型

並列摘要

With the popularity of the Internet, financial services have broken the traditional business model of the past, and online banking services are booming. Recently, due to the rapid development of mobile communication technology, various banks have launched new service models of mobile banking. Chunghwa Post has more than 6.2 trillion dollars of saving funds, 27 million depositors, and 1298 post offices across the country to provide financial services. It is critical and essential to promote the digital service of Chunghwa Post. The purpose of this research is to investigate the depositors’ acceptance of the iPost APP of Chunghwa Post and their willingness to use. The research model is designed based on Unified Theory of Acceptance and Use of Technology Model (UTAUT). We have conducted an empirical survey and collected data by questionnaires. The data was analyzed by SmartPLS. The results show that the performance expectancy, social influence, facilitating condition, and trust have positive impacts on the behavioral intention of iPost APP. The effort expectancy has no significant impact on behavioral intention. Keywords：Mobile Banking, iPost, Trust, Mobile Payment, UTAUT