探討使用手機信用卡的傾向-以科技接受行為理論及感知風險觀點

An Exploration of the User Behavior Intention for Mobile Phone Credit Card in both Technology Acceptance Theory and Perceived Risk

林俊成(Chun-Cheng Lin)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

手機信用卡」結合科技資訊與信任風險感知上的應用，於現今緊湊的生活步調下，提供殺手級的應用加值服務，讓金流、物流和資訊流的處理，能在整個行動付款流程中一氣呵成。針對「手機信用卡」新型態科技產品，使用者的使用與接受意願為何，及使用者在享受「手機信用卡」效率便利下，對個人隱私、安全使用、信任程度與感知風險的感受，將是本研究想要探討的主題。本研究彙整相關文獻，提出擴充型科技接受與使用統一理論（Extending UTAUT）模型。整合原始UTAUT 科技接受與使用統一理論，加上使用者對「手機信用卡」付款上可能的疑慮，以使用者的感知風險與信任為研究重心之行動付款模型，欲探討擴充型科技接受與使用統一理論模型對使用「手機信用卡」付款態度及意願之影響。另外，隱私、安全與信任為影響感知風險的前置因子；性別與年齡為UTAUT 科技接受與使用統一理論的主要調變變數，本研究也會加以探討其對主要變數構面的可能影響。

經問卷設計發放與收集後之分析結果，驗證本研究提出之擴充型科技接受與使用統一理論（Extending UTAUT）模型可以解釋「手機信用卡」使用者行為意向。以隱私、安全與信任為前置因子的感知風險會增強影響使用者行為意向的解釋能力。信任與預期績效是影響手機信用卡使用行為的關鍵因素。而在感知風險的前置因素中，隱私權是使用者感知風險首要考量影響因素。調變變數僅性別有顯著，且男性影響力較大。

關鍵字

手機信用卡 ； 科技接受與使用統一理論 ； 感知風險 ； 迴歸分析

並列摘要

"Mobile Phone Credit Card, MPCC", combines Information Technology and Trust with Perceived Risk on the application, may provide value-added services like a killer application in today’s compact life. Also, MPCC let entire processes for cash flow, logistics and information flow at one go when doing mobile payments. For MPCC new type technology products, what will be the user's intention to use and acceptance? What will be the right of personal privacy, safe use, trust and feelings of perceived risk when users enjoy the MPCC efficiency convenience? This study will try to explore both themes for better understanding.

This study compiled relevant literatures, proposed Extending Unified Theory of Acceptance and Use of Technology (Extending UTAUT) model. Integration original UTAUT theory, coupled with MPCC users' concerns which through the user’s Perceived Risk and Trust as the research focus in mobile payment model. This study would like to investigate what will be the main affects for Extending UTAUT model on the Behavior Intention when using MPCC payment.

In addition, Privacy, Security and Trust are the pre-impact factors for the Perceived Risk. Gender and Age will be main modulation variables of Extending UTAUT model. This study will be exploring which dimensions of the main variables may be affected.

The design of the questionnaire distributed and collected during three weeks. The analysis results of verifying the research model, we proofed Extending UTAUT model can explain the MPCC user behavior intentions. To Privacy, Security and Trust as antecedents of Perceived Risk will increase the explanatory power of user behavior intention. Performance Expectancy and Trust are the key factors to affect the MPCC usage Behavior Intention. In the pre-Perceived Risk factors, user privacy is a top priority of the perceived risk factors. Modulation variable, Sex is only significant variable and influential by men.

並列關鍵字

Mobile Phone Credit Card ； UTAUT ； Perceived Risk ； Regression Analysis

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