證券業所面臨金融科技的變化、範疇和系統性挑戰足以使顧客投資行為改變,故證券投資者選擇的下單方式是證券商面臨重要的課題,證券投資者在交易成本與效率的考量下,選擇快速、便利、成本低的交易方式顯然是未來趨勢。 本研究旨在分析影響證券行動交易APP使用意圖的因素,證券業者能了解客戶屬性和滿足行動金融投資者的需求,建置更優良的行動下單APP系統,重新找出獲利模式,乃有效吸引投資人使用行動交易APP的重要因素。 本研究發放360份紙本問卷,有效回收305份回收率84.7%。研究結果顯示投資人使用證券行動交易APP之認知易用性與有用性對使用態度有正向影響,使用態度對使用意圖有正向影響,而服務要素『系統效能、設計產出、顧客關係』對使用態度、使用意圖有正向影響,認知易用對使用意圖有正向影響;其中認知易用性及服務要素對認知有用性無統計上顯著的正向關,而『設計產出』對使用意圖也未具統計上正向關係。
The security industry faced the challenges are the changes, categories and systematisms of financial science and technology which can sufficiently change the customer's investment behavior. Therefore, the security investors determine the way of placing an order is an important issue to the securities firm. Under the considerations of cost and efficiency of the security investors, a fast, convenient and low cost transaction method is an obvious trend in the future. The purpose of this study is to analyze the factors that influence the intention to use in the security trading transactions APP. Security dealers can recognize customer attributes and meet the needs of mobile financial investors to build better order-taking APP system and find out the profit-making model which are the important factors that effectively attracts investors to use mobile apps for trading. The study distributed 360 paper questionnaires and the effective samples are 305 recovery rates of 84.7%. The research results show those investors' perceptions of the ease of use and perceived usefulness of using the security transactional APP has a positive impact on the attitude of usage and the attitude of using the application has a positive impact on the intention of use. The service factors - system effectiveness, design output and customer relationship - have a positive impact on the use attitude, intention to use. Furthermore, the cognitive ease-to-use had a positive effect on intention to use. Cognitive ease of use and service factor does not have the statistically significant positive effect on cognitive usefulness, while "design output" do not have a statistically positive relationship on intension to use.