兩性採用Web-ATM的徑路比較

A Path Comparison of Web-ATM Adoption between Genders

劉文良(Wen-Liang Liu)

《環球科技人文學刊》 9期 (2009/05) Pp. 1-15

https://doi.org/10.29932/JSTHTI.200905.0001

摘要

瞭解消費者採用Web-ATM這類網路金流科技是非常重要的事情，而進一步瞭解兩性採用Web-ATM的徑路比較，則更深化了兩性採用過程差異性的釐清。本研究擬以Venkatesh et al. (2003)所提的整合性科技接受模式(UTAUT)出發，並加入「知覺犧牲」觀點，建構一個更能廣泛解釋及預測消費者採用Web-ATM的決策模式，並進一步了解消費者性別對採用Web-ATM之影響性。本研究採用問卷調查法，調查對象為台灣Web-ATM的消費者。本研究共發出600份問卷，有效回收504份，有效回收率達84%。結構模式分析結果顯示：(1)消費者對Web-ATM的「績效期望」、「付出期望」、「社會影響」與「促成件」均會正向影響其使用Web-ATM的意願；相反地，「知覺犧牲」會負面影響消費者使用Web-ATM的意願；(2)此外，消費者性別會顯著影響「績效期望→使用意願」、「付出期望→使用意願」、「社會影響→使用意願」、「促成條件→使用意願」、以及「知覺犧牲→使用意願」的徑路關係。換句話說，消費者的性別對Web-ATM科技接受模式的徑路關係具有顯著影響效果。

關鍵字

Web-ATM ； 科技接受模式 ； 整合性科技接受模式 ； 性別 ； 知覺犧牲

並列摘要

Persuading consumers to adopt new financial technology of Web-ATM is an important issue. The main theory framework of this study is UTAUT. Later from the behavioral intention viewpoint of UTAUT (Unified Theory of Acceptance and Use of Technology) and perceived sacrifice, it attempts to build a model which can better explain and predict the acceptance of Web-ATM by consumers. The proposed model was empirically tested using data collected from a survey of mobile value-added services consumers. 504 usable responses were received for a 84% response rate. Subsequently, evidence of reliability and validity on the basis of analyzing data is presented. Our findings indicated that the performance expectancy, effort expectancy, social influence and facilitating conditions all have a direct effect on behavioral intention of the Web-ATM services. Furthermore, we examined the moderating influences and showed that the relationship between the performance expectancy, behavioral intention, effort expectancy, social influence, facilitating conditions, perceived sacrifice and Web-ATM acceptance respectively will be moderated by gender.

並列關鍵字

Web-ATM ； TAM ； UTAUT ； Gender