影響信用卡無線刷卡機使用意願之因素的研究－以台北地區餐飲業為例

THE FACTORS INFLUENCING USE WILLINGNESS OF WIRELESS POS FOR CREDIT CARD － RESTAURANTS IN TAIPEI AREA AS EXAMPLE

張世忠(Shih-Chung Chang)

指導教授 ： 葉焜煌

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

隨著科技的進步，無線通訊的技術(如GPRS、WiFi、W-CDMA與HSDPA)已經普遍的被應用，也使得行動付款成為可行的付款方式。因此，商店的服務不再限於傳統店面，不僅服務要送到家，連買單結帳最好都能送到客戶面前完成，因而也帶動無線刷卡的市場需求。
本研究之主要目的在探討影響信用卡無線刷卡機使用意願之因素，探討便利性、易用性、交易安全性與成本效益等因素對使用意願的影響。本研究以大台北地區有提供信用卡刷卡消費的餐廳作為研究對象，採取便利抽樣問卷調查，總計回收有效問卷為71份。實證資料使用多元迴歸分析及階層迴歸分析等之分析方法進行分析，研究發現結果如下：
一、 本研究經實證分析後發現，「便利性」與「交易安全性」對信用卡無線刷卡機之「使用意願」有顯著正向的影響，其中以「便利性」的影響程度最為顯著；而「成本效益」與「易用性」對信用卡無線刷卡機之「使用意願」並沒有顯著正向的影響。
二、 「了解程度」對「便利性」、「易用性」、「交易安全性」及「成本效益」等影響因素與「使用意願」間之關係均不具有干擾效果。
根據分析結果提出以下二點管理實務上的建議，以供收單銀行提供無線刷卡機給特約商店使用時之參考：
一、提供更便利的刷卡服務，可以提高特約商店使用無線刷卡機的意願。
二、無線刷卡機的交易安全性，不但可以避免偽卡的使用亦可讓顧客持卡消費時，能卡不離眼，更放心持卡消費。創造收單銀行、特約商店與持卡人三贏的結果。

關鍵字

無線刷卡機 ； 便利性 ； 易用性 ； 交易安全性 ； 使用意願

並列摘要

ABSTRACT
With the continuous progress of technology, wireless communication like, GPRS, WiFi, W-CDMA and HSDPA has been widely used. It makes mobile payments a practicable way of payment method. Therefore, the service of stores is no longer limited to a physical location. To-door delivery service and payment on arrival is also popular service provided by stores. Hence, it increases the market need of wireless POS for credit card.
The purpose of this study is to analyze the factors influencing use willingness of wireless POS for credit card and to analyze the effect of convenience, ease of use, transaction security and cost-benefit factors. The research subjects are the restaurants located in Taipei area, which provide POS for credit. There are 71 valid questionnaires returned, out of 80 sent based on convenient sampling. The data was analyzed by multiple regression analysis and hierarchical regression analysis methodology. The research result tells:
1. It is found that convenience and transaction security has significantly positive effect on the use willingness of wireless POS for credit card, especially convenience effect is most significant. However, the cost-benefit effect and ease of use does not significant.
2. Understanding degree does not influence use willingness and convenience, ease of use, transaction security and cost-benefit effect.
According to the research result, the following suggestions are recommended for banks which provide wireless POS device for credit card to certificated shops.
1. Provide more convenient credit card payment service. This will increase the willingness of the use of wireless POS for credit card at certificated shops.
2. Improve wireless POS transaction security. This is to avoid the use of fake credit card and to make customer feel comfortable with credit payment proceeded under his eyes. This leads to all win result.

並列關鍵字

transaction security ； ease of use ； convenience ； wireless POS for credit card ； use willingness

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