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系統識別號 U0002-2706201803032700
中文論文名稱 消費者對行動支付使用意願之研究-知覺價值觀點
英文論文名稱 A Studay of Consumer Usage Intention Toward Mobile Payment-Viewpoint of Perceived Value
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 蔡宇軒
研究生英文姓名 Yu-Xuan, Cai
學號 605550374
學位類別 碩士
語文別 中文
口試日期 2018-06-27
論文頁數 85頁
口試委員 指導教授-張俊惠
委員-何怡芳
委員-魏上淩
中文關鍵字 行動商務  行動支付  功利價值  社會價值  象徵價值  使用意願  態度 
英文關鍵字 Mobile Commerce  Mobile Payment  Utilitarian Value  Social Value  Symbolic Value  Purchase Intention  Attitude 
學科別分類
中文摘要 近年來隨著行動裝置與行動通訊網路的普及化,人們開始藉由行動裝置來進行交易行為,開啟了行動商務的時代,而在行動商務的所有相關應用之中,以行動支付最為重要。
在2015年金管會就喊出台灣行動支付元年的口號,從金融業到科技業,都有不少業者相繼投入研發行動支付行列。而在眾多行動支付的推出下,行動支付業者該如何提升消費者的使用意願,乃是值得探究的議題,因此本研究將針對台灣行動支付市場有關之消費者行為進行探討。
本研究問卷發放方式主要透過網路問卷發放,並以LISREL8.71版作為資料分析工具。經由線性結構方程模式驗證研究假說,得知以下結論:
1. 在台灣的行動支付市場中,消費者的功利價值、社會價值、象徵價值皆會顯著影響行動支付的使用意願。
2. 在台灣的行動支付市場中,消費者的知覺價值對行動支付之使用意願的影響過程中,態度扮演著極其重要的中介角色。
英文摘要 In recent years, with the popularization of mobile devices and mobile internet, people began to use mobile devices to conduct transactions which opening up the era of mobile commerce. And among all the relevant applications of mobile commerce, mobile payment is the most important.

In 2015, Financial Supervisory Commission R.O.C. proposed the slogan of first year of Taiwan's Mobile Payment. From the financial industry to the technology industry, many firms have been participate in the development of mobile payment.

Under the launch of various mobile payment, how to enhance consumers ' willingness to purchase is a topic to be worth exploring. Therefore, this research will discuss consumer behavior of the market of Taiwan mobile payment.

The questionnaire of this research was distributed mainly online which using LISREL8.71 version as a tool of data analysis Also, the research hypothesis were verified by Structural Equation Modeling (SEM) , and the following conclusions were proposed :

1. In the market of Taiwan mobile payment, the utilitarian value, social value, and symbolic value of the consumer can significantly affect the purchase intention of mobile payment.

2. In the market of Taiwan mobile payment, in the process of perceived value affect consumers' purchase intention of mobile payment , attitude plays an important role of a mediator.
論文目次 目錄
目錄 I
表目錄 II
圖目錄 IV
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究範圍及對象 5
第五節 研究流程 6
第二章 文獻回顧 7
第一節 行動支付的演進歷程介紹 7
第二節 知覺價值與衡量構念 10
第三節 態度 17
第四節 使用意願 19
第三章 研究設計 22
第一節 觀念架構 22
第二節 研究假說 23
第三節 研究變數之操作性定義及衡量 25
第四節 研究設計 30
第五節 資料分析方法 31
第四章 資料分析與結果 34
第一節 整體有效樣本的敘述性統計分析 34
第二節 構面之信度分析 48
第三節 結構方程模式分析 49
第五章 研究結論與發現 58
第一節 研究結論 58
第二節 研究發現 60
第三節 研究限制與未來建議 62
參考文獻 63
一、中文部份 63
二、英文部分 65
附錄 正式問卷 76

表目錄
表2- 1知覺價值定義整理 11
表2- 2 知覺價值衡量構面之整理 14
表2- 3 本研究採用之相關學者定義整理 16
表2- 4態度相關研究之整理 18
表2- 5使用意願定義之整理 20
表2- 5使用意願定義之整理(續) 21
表3- 1研究假說整理表 24
表3- 2功利價值之操作性定義與衡量 25
表3- 3社會價值之操作性定義與衡量 26
表3- 4象徵價值之操作性定義與衡量 27
表3- 5態度之操作性定義與衡量 28
表3- 6 使用意願之操作性定義與衡量 29
表3- 7LISREL參數符號說明 32
表3- 8整體模式之配適度指標 33
表4- 1整體有效樣本之性別分佈情形 34
表4- 2整體有效樣本之年齡分佈情形 35
表4- 3整體有效樣本之教育程度分佈情形 36
表4- 4整體有效樣本之婚姻狀況分佈情形 37
表4- 5整體有效樣本之職業分佈情形 38
表4- 6整體有效樣本之居住地區分佈情形 39
表4- 7整體有效樣本之每月個人所得分佈情形 40
表4- 8曾經是否使用行動支付 41
表4- 9平均多久時間會使用一次行動支付 42
表4- 10平均每次使用行動支付所消費的金額 43
表4- 11使用過那些行動支付(可複選) 44
表4- 12最常使用的行動支付 45
表4- 13平常使用行動支付的用途 46
表4- 14最常使用的付款方式 47
表4- 15 研究變項之信度分析彙整表 48
表4- 16結構方程式之參數說明 51
表4- 16結構方程式之參數說明(續) 52
表4- 17 整體配適度衡量結果 53
表4- 18衡量模式之評估 54
表4- 19整體之研究假說驗證結果 55
表4- 20整體路徑效果分析 57

圖目錄
圖1- 1全球電腦與行動裝置市場佔有率 3
圖1- 2全球行動支付市場規模 3
圖1- 3研究流程圖 6
圖3- 1觀念架構圖 22
圖3- 2研究假說圖 24
圖4- 1本研究整體模式之線性結構圖 50
圖4- 2本研究之路徑結構關係圖 57

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