網路標會接受行為之研究

曾衍芳

doi:10.6840/CYCU.2009.00808、10.6840/cycu200901459

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網路標會接受行為之研究

The Behavioral Intention to Use Bidmoney

曾衍芳 , Masters　　Advisor：陳宜棻　　

繁體中文 DOI： 10.6840/CYCU.2009.00808、10.6840/cycu200901459

科技接受模型；知覺風險；知覺價值；網路標會；產品涉入； Technology Acceptance Model(TAM) ； Perceived Value ； Bidmoney ； Product Involvement ； Perceived Risk

Abstract │ Reference (75) │ Altmetrics

Abstract 〈TOP〉

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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.

Reference ( 75 ) 〈TOP〉

1.池文海、李其容等(民95)。顧客動機對關係維繫之影響。行銷評論，第3卷，
連結：
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連結：
值之影響。電子商務研究﹐第5卷，第4期，463-484。
連結：
7.李來錫、謝明晃等(民95)。社群信任、產品涉入與認知風險對於虛擬社群購買動機之影響研究。行銷評論，第3卷，第2期，149-168。
連結：
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連結：

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