影響電子帳單使用行為意圖關鍵因素之研究—以台灣電力公司為例

A Study for the Influence Factors of EBPP–The Case of TPC

林相伶(LIN HSIANG LING)

指導教授 ： 謝俊宏

國立臺中科技大學/管理學群/企業管理系事業經營碩士班/碩士(2011年)

摘要

為響應政府節能減碳與綠色環保的理念，無紙化的電子帳單呈遞與支付服務成為政府、公營事業與民營企業重點推行的策略之一。因台灣電力公司用戶普遍性最高、消費頻率最穩定，故本研究選定該公司進行探討與分析。本研究運用科技接受模式為基礎，融合整合性科技接受模式與資訊系統成功模式，並加入知覺成本與知覺風險構面，讓模式更具完整性，以試圖找出影響不同屬性消費者使用電子帳單服務的因素，並探討其因素間的關連性。

為達上述目的，本研究以台灣本島使用台灣電力公司電子帳單服務的用戶為對象，採用網路調查、紙本遞送及電話訪談等三種途徑發放問卷共計768份，回收664份，扣除無效問卷257份，實得有效問卷407份，回收率達86%，有效問卷佔實際發放數的53%。運用SPSS18與AMOS18統計軟體進行所得資料分析，結果發現(1)知覺風險正向且顯著的影響知覺成本；(2)系統品質正向且顯著的影響知覺易用性；(3)知覺風險與知覺成本負向且顯著的影響知覺有用性；(4)知覺易用性正向且顯著的影響知覺有用性；(5)知覺風險與知覺成本負向且顯著的影響使用行為意圖；(6)系統品質與知覺易用性正向且顯著的影響使用行為意圖。依據上述研究結果，本研究提出實務界與後續研究者的相關建議，俾利推行電子帳單服務的企業及未來的研究者以為參考。

關鍵字

電子帳單呈遞與支付服務 ； 科技接受模式

並列摘要

To support the policies of carbon reduction and green environment, providing the electronic bill presentment and payment (EBPP) service has become one of the most important strategies among governments, public enterprises and private enterprises. For consideration of the wide-spread use and the stable consumption, Taiwan Power Company (TPC) is selected for analysis in this study. This study is based on Technology Acceptance Model (TAM), incorporated with Unified Theory of Acceptance and Use of Technology (UTAUT) and Information System Success Model (IS Success model). In addition, the dimensions of perceived cost and perceived risk are also involved. This complete model tries to find out factors that influence different consumers on EBPP, and the relationship between different factors.

In order to achieve the goals stated above, this study selects consumers of TPC who accept EBPP as a sample. 768 copies of questionnaires were either interviewed by telephone or sent by internet or mail. Usable responses were received from 664 of the 768 questionnaires (response rate 86%), resulting in a revised response rate of 53% after deleting 257 invalid responses. SPSS18 and AMOS18 statistic software programs are used for data analysis. This study reveals that (1) the factor of perceived risk has significantly positively influence the factor of perceived cost; (2) the factor of system quality has significantly positively influence the factor of perceived ease of use; (3) the factors of perceived risk and perceived cost have significantly negatively influence the factor of perceived usefulness; (4) the factor of perceived ease of use has significantly positively influence the factor of perceived usefulness; (5) the factors of perceived risk and perceived cost have significantly negatively influence the factor of behavior intention; (6) the factors of system quality and perceived ease of use have significantly positively influence the factor of behavior intention. From the above, this study makes some suggestions for future researchers and enterprises that want to provide EBPP.

並列關鍵字

EBPP ； TAM

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