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系統識別號 U0002-1607201921130400
中文論文名稱 消費者對創新抵制因素之研究以行動支付為例
英文論文名稱 A Study on the Resistane of Mobile Payment by Consumer
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士在職專班
系所名稱(英) On-the-Job Graduate Program in Advanced Information Management
學年度 107
學期 2
出版年 108
研究生中文姓名 洪嘉鴻
研究生英文姓名 Chia-Hung Hung
學號 706630125
學位類別 碩士
語文別 中文
口試日期 2018-06-01
論文頁數 63頁
口試委員 指導教授-吳錦波
委員-張應華
委員-陳小芬
委員-吳錦波
中文關鍵字 行動支付  創新抵制  複雜性  隱私  科技焦慮  感知風險 
英文關鍵字 Mobile Payment  Innovation Resistance  Complexity  Privacy  Perceived Risk  Technology Anxiety 
學科別分類
中文摘要 在科技化不斷提升以及行動支付技術持續推陳出新之下,許多現實環境的改變也讓消費者付款的習慣有所選擇,從現金一直到信用卡,悠遊卡的普及到現在無現金時代,加上行動手機及4G行動網路的普及,不一樣的付款習慣,亦已經在台灣上演。但是,即使看好行動支付的發展前景,資策會(2019)的研究發現仍有半數的消費者沒有使用行動支付,顯示行動支付在台灣仍無法像中國一樣地快速發展。
因此,本研究主要以創新抵制理論為研究基礎,探討消費者對不使用行動支付在創新抵制的因素來源,以驗證其前因變項之隱私、複雜性、科技焦慮、感知風險與創新抵制之間的關係;並針對創新抵制理論中的五大構面關於對拒絕、延緩和反對三種與採用行動支付意向間的關係。
本研究結果顯示,複雜性對於創新抵制五大障礙多數均有顯著影響、隱私及感知風險及科技焦慮對於價值障礙及風顯障礙有顯著影響、感知風險及科技焦慮對於傳統障礙有顯著影響、感知風險對於印象障礙有顯著影響,消費者抵制行為意向中拒絕採用行動支付以價值障礙和使用障礙所佔權重最高; 延緩及反對採用行動支付以價值障礙和印象障礙所佔權重最高。最後根據其研究結果,提出研究建議給予業者更了解影響使用者運用行動支付之因素,以做為後續推展與改善之參考。
英文摘要 Rapid developments in the telecommunication industry have led to advances in mobile payment technology and more choices for consumers in purchasing goods. From cash to credit cards, to popular cashless EasyCards, to mobile phone apps on 4G mobile networks that extend everywhere, the different payment options exist in Taiwan now. However, even if we are optimistic about the development of mobile payments, the Institute for Information Industry has found that half of all consumers in Taiwan have not yet used mobile payments, which means that mobile payment development in Taiwan has lagged behind China.
This research, from the perspective of innovation resistance, probed into the reasons why mobile customers resist using mobile payments, which included privacy, complexity, technology anxiety, and perceived risk. This research also showed the relationship of the five major facets of the theory of innovation resistance and the main causes of rejection, delay, and opposition to using mobile payments.
The results of this study show that complexity has a significant influence on the five aspects of innovation resistance. Privacy, perceived risk, and technology anxiety have significant influence on value barriers and risk barriers; perceived risk and technology anxiety have significant influence on traditional barriers, while perceived risk has significant influence on the barrier of impression. Consumers that boycotted the adoption of mobile payments were most influenced by value barriers and use barriers, while value barriers and impression barriers had the highest influence on the delay and opposition to adoption of mobile payments.
論文目次 目錄 V
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 理論發展與假說 3
第一節 行動支付 3
第二節 複雜性 5
第三節 隱私 7
第四節 感知風險 8
第五節 科技焦慮 9
第六節 創新抵制理論 10
第三章 研究方法 15
第一節 研究架構 15
第二節 操作型定義與衡量問項 16
第三節 研究設計與工具 22
第四章 資料分析與結果 25
第一節 樣本背景分析 25
第二節 因素分析 28
第三節 信度分析 35
第四節 相關分析 36
第五節 迴歸分析 38
第六節 區別分析 45
第五章 研究結果與建議 46
第一節 研究結果 46
第二節 理論與實務意涵 50
第三節 研究限制及未來建議 53
參考文獻 54
附錄一 問卷 60

表目錄
表 3- 1複雜性衡量問卷量表 16
表 3- 2隱私衡量問卷量表 17
表 3- 3感知風險衡量問卷量表 18
表 3- 4科技焦慮衡量問卷量表 19
表 3- 5使用障礙衡量問卷量表 19
表 3- 6價值障礙衡量問卷量表 20
表 3- 7風險障礙衡量問卷量表 20
表 3- 8傳統障礙衡量問卷量表 21
表 3- 9印象障礙衡量問卷量表 21
表 3- 10 KMO評定標準表 23
表4- 1樣本背景分析 26
表4- 2使用過行動支付經驗之統計分析 27
表4- 3 KMO評定標準表 28
表4- 4複雜性之因素分析 28
表4- 5隱私之因素分析 29
表4- 6感知風險之因素分析 30
表4- 7科技焦慮之因素分析 30
表4- 8使用障礙之因素分析 31
表4- 9使用障礙之因素分析 31
表4- 10風險障礙之因素分析 32
表4- 11風險障礙之因素分析 32
表4- 12價值障礙之因素分析 33
表4- 13傳統障礙之因素分析 34
表4- 14印象障礙之因素分析 34
表4- 15研究量表之信度係數 35
表4- 16研究構面之相關係數分析表 37
表4- 17迴歸模式摘要表-使用障礙 38
表4- 18自變項係數表-使用障礙 39
表4- 19迴歸模式摘要表-價值障礙 39
表4- 20自變項係數表-價值障礙 40
表4- 21迴歸模式摘要表-風險障礙 40
表4- 22自變項係數表-風險障礙 41
表4- 23迴歸模式摘要表-傳統障礙 41
表4- 24自變項係數表-傳統障礙 42
表4- 25迴歸模式摘要表-印象障礙 42
表4- 26自變項係數表-印象障礙 43
表4- 27迴歸驗證結果 43
表4- 28區別函數係數表 45


圖目錄
圖2- 1行動支付的種類 4
圖3- 1研究架構 15
圖4- 1迴歸模式之驗證結果 44
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