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  • 學位論文

網路標會接受行為之研究

The Behavioral Intention to Use Bidmoney

指導教授 : 陳宜棻

摘要


隨著網際網路的高度發展以及電子商務的盛行,如網路銀行、電子錢包、電子招標等電子化服務已漸漸引導人們的生活走向電子化未來。標會是流行在民間的一項重要的理財工具,本研究提出的網路互助會系統目的在提供一種新興網路服務,由於金融服務未來的競爭重點在於不斷創新,因此網路標會以突破傳統標會的方式,提供更安全更快速的新興理財工具,一推出便受到消費者注意。本研究期望藉由調查消費者對於「網路標會」這種創新金融產品的接受行為與未來使用意願,能協助提供網路標會服務之金融機構藉由研究結果與建議使網路互助會功能更臻於完善與便利。 本研究以科技接受模型(Technology Acceptance Model﹐TAM)為主軸,建構出影響消費者採用科技金融服務以「網路標會」為例之衡量構面,並探討網路標會之知覺風險、知覺價值、個人電腦自我效能、產品涉入、認知有用性、認知易用性與使用意願等構面間之關係。本研究透過文獻的整理與支持,採用發放網路問卷的方式,總共回收446份有效樣本,並且以結構方程模式為主要研究方法,透過LISERAL8.54進行驗證性因素分析和結構模式分析。研究結果顯示消費者對網路標會的知覺風險與使用意願及認知有用性有負向影響關係;消費者對網路標會的知覺價值與認知有用性有正向影響關係;消費者的電腦自我效能與認知易用性有正向影響關係;且認知有用性、認知易用性與產品涉入分別對使用意願有正向影響關係。

並列摘要


Due to high development of internet and prevalence of electronic commerce, electronic services such as internet bank, e-wallet, electronic bidding have already lead people’s line into electronic future. Bidding is an important managing financial instrument for civilians. This study proposes the“Bidmoney”to offer a new type of internet service. Because the future competitive focus of banking service industry is keeping innovating, bidmoney can replace traditional bidding method by offering a new safer and faster managing financial instrument. As soon as Bidmoney was proposed, it attracted consumers'attention. Via investigating consumers’ acceptability and intention in using the innovative financial tool of “Bidmoney”, this research could offer the investigation result to financial organizations which offer “ Bidmoney” service as a reference and suggestion. The investigation result could help these financial organizations how to make functions of “Bidmoney” more perfect and convenient. This study takes “Technology Acceptance Model, TAM” as substance to research factors which influence consumers to accept technological financial services such as “Bidmoney” and analyze the relationship between factors such as Perceived Risk,Perceived Value, Self-efficacy of personal computer, Product involvement, Perceived usefulness(PU), Perceived ease of use (PEOU), and Intention. By reviewing literatures and sending internet questionnaire, the study is based on 446 effective samples and take “Structural Equation Modeling (SEM)” as main study method. Via LISERAL8.54, we proceeded Confirmatory Factor Analysis(CFA) and Structural Model Analysis. The study result showed several types of relationship as following: (1)There are negative relationship between comsumer's perceived risk, intention, and perceived ease of use toward “Bidmoney”. (2)There are positive relationship between consumer's perceived value and perceived usefulness toward "Bidmoney." (3)There are positive relationship between self-efficacy of consumer’s personal. (4)computer and perceived ease of use toward "Bidmoney." (5)Perceived usefulness,perceived ease of use,and product involvement have separately positive influence toward consumer's intention.

參考文獻


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