臺灣博碩士論文加值系統

隨著網際網路的發達，行動/無線運算技術已成為實務界人士與學術研究者關注的焦點。不過，行動商務之發展於金融業中卻未如預期般之大幅成長。因此，基於延伸性技術接受模型理論，本研究目的乃是探討一般大眾對於行動銀行之使用意願。本研究共發放580份問卷，回收580份問卷，其中，有效問卷共計571份，有效回收率為98.45%。進一步，本研究乃是以多元迴歸分析方法對研究架構進行路徑分析，最後則透過變異數分析來了解不同集群在使用型態與使用意圖上之差異性。
本研究結果歸納如後：依多元迴歸分析結果得知，首先，資訊品質與系統品質對知覺有用性與知覺易用性有正向顯著影響，且知覺易用性會正向影響知覺有用性，進而提升其使用意圖；第二，信任傾向對結構保證有正向顯著影響，而結構保證對信任有正向顯著影響，且信任對使用意圖有正向顯著影響，進而提升其使用意圖；第三，主觀規範對使用意圖有正向顯著影響；第四，相容性對使用意圖有正向顯著影響；最後，服務便利性對知覺有用性與知覺易用性有正向顯著影響。此外，經變異數分析結果得知，首先，於性別方面，女性於知覺易用性之認知程度高於男性；第二，於年齡方面，21-30歲之消費者於知覺有用性與知覺易用性知認知程度最高；第三，於學歷方面，專科學歷之消費者於知覺易用性與相容性之認知程度最高，而大學學歷之消費者於使用意圖上之認知程度最高；第四，於收入方面，40001-50000元之消費者於主觀規範之認知程度最高；最後，於職業方面，商業之消費者於主觀規範之認知程度最高，而流通業之消費者於相容性之認知程度最高。
本研究建議如後：首先，行動銀行業者應提供即時且完整之資訊，並強化系統穩定性；第二，提供安全上之法律保證與承諾，降低詐欺與潛在風險，以提升其信任；第三，建立良好口碑，以轉介紹之方式，促使周遭親朋好友使用，以拓展其使用人脈；第四，提供符合過往相關經驗與需求，並倡導其所帶來之時間與生活上之便利性，且並簡化其操作方式或程序，供消費者快速熟練操作，進而使其認為使用行動銀行能提升其知覺有用，以提升其使用意圖。

With the rapid development of Internet and e-commence, mobile/wireless computing technologies are being spotlighted by business practitioners and researchers. However, the growth of mobile commerce development is still far from satisfaction in financial industry. Therefore, based on the extended technology acceptance model, the purpose of this study is to explore users’ usage intention of mobile banking. A total of 580 questionnaires were sampled, 580 questionnaires were recovered, a total of 571 responses were deemed usable for the analyses, a 98.45 % usable response rate. The research framework was demonstrated by the path analysis of multiple regression analysis method. Finally, I use ANOVA to understand the diversity of using type amid and usage intention different groups.
The results of this study are summarized as follows: multiple regression analyses showed that, Firstly, Information quality and system quality have statistically significant and positive effects on perceived usefulness and perceived ease of use, and perceived ease of use have statistically significant and positive effects on perceived usefulness, and thus enhance the usage intention; Second, disposition to trust has statistically significant and positive effects on structural assurance, and structural assurance has statistically significant and positive effects on trust, and trust has statistically significant and positive effects on usage intention, and thus enhance the usage intention; Third, subjective norm has statistically significant and positive effects on usage intention; Fourth, compatibility has statistically significant and positive effects on usage intention; Finally, service convenience has statistically significant and positive effects on perceived usefulness and perceived ease of use. Besides, the ANOVA results that: first, on gender, women in the awareness level of perceived ease of use than men; Second, in the age bracket of 21-to-30 of consumers in the perceived usefulness and perceived easy to with the highest level of cognitive knowledge; third, in terms of academic qualifications, specialist qualifications of the consumers in the perceived ease of use and compatibility of the highest level of knowledge, and university education of consumers intent on using the highest level of awareness; fourth on revenue of $40,001-50,000 specification of the subjective perception of consumers in the highest degree; Finally, in professional, business of consumer awareness at the highest level of subjective norms, and the circulation of consumer awareness on the compatibility of the the highest level.
This study suggests that as below: Firstly, mobile banking should provide real-time action and complete information, and strengthen the stability of the system; secondly, to provide the legal security guarantee and commitment to reduce the risk of fraud and the potential to enhance the trust; thirdly , to establish a good reputation in order to transfer by way of introduction, prompting friends and family around to use to expand its use of contacts; fourthly, provided in line with past experience and needs, and to advocate for their time and bring the convenience of life, and simplify its operation or procedure for consumers to quickly skilled operation, and thus that the use of mobile banks to enhance their perceived usefulness, to upgrade its intended use.

目錄
摘要 II
ABSTRACT IV
謝誌 VI
目錄 VII
表目錄 IX
圖目錄 XI
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 9
第四節 研究流程 10
第貳章 理論與文獻探討 11
第一節 行動銀行之介紹 11
第二節 理論基礎 21
第三節 各構面之定義 29
第四節 構面關係確認與研究架構建立 33
第參章 研究方法 48
第一節 操作型定義 48
第二節 問卷設計 50
第三節 抽樣方法 53
第四節 問卷回收與樣本結構分析 54
第五節 資料分析方法 61


第肆章 實證研究結果彙整與分析 63
第一節 研究構面問項之基本特性分析 63
第二節 樣本資料對各構面之差異分析 72
第三節 研究構面之因素分析與信度測驗 78
第四節 構面因素間之影響路徑分析 86
第五節 研究假設驗證結果 100
第伍章 結論與建議 101
第一節 研究結論 101
第二節 理論意涵 107
第三節 實務意涵 109
第四節 研究限制 114
第五節 研究建議 116
參考文獻 120
附錄 130

表目錄
表2-1-1 行動銀行之定義 12
表2-1-2 STK行動銀行、WAP行動銀行與IPHONE行動銀行特性之比較 15
表2-1-3國內外行動銀行應用於技術接受模型之情形 19
表2-3-1服務便利性定義彙整表 29
表3-1-1 本研究之操作型定義 48
表3-2-1 本研究之衡量項目與項目資料來源 50
表3-4-1 問卷發放與回收狀況表 54
表3-4-2 樣本使用分佈表 54
表3-4-3 樣本使用頻率分佈表 55
表3-4-4 樣本喜歡目前何種功能之分佈表 55
表3-4-5 樣本期望行動銀行提供之功能之分佈表 56
表3-4-6 樣本性別分佈表 56
表3-4-7 樣本年齡分佈表 57
表3-4-8 樣本教育程度分佈表 57
表3-4-9 樣本月收入分佈表 57
表3-4-10 樣本職業分佈表 58
表3-4-11 樣本基本問題一致分佈表 59
表3-4-12 樣本基本資料一致分佈表 60
表4-1-1 研究構面問項之敘述統計分析結果彙整表 69
表4-2-1 使用經驗與各構面的獨立樣本t檢定表 72
表4-2-2 性別與各構面的獨立樣本t檢定表 73
表4-2-3 年齡對各構面的單因子變異數分析表 74
表4-2-4 學歷對各構面的單因子變異數分析表 75
表4-2-5 收入對各構面的單因子變異數分析表 76
表4-2-6 職業對各構面的單因子變異數分析表 77
表4-3-1構面問項之因素分析與信度測驗結果彙整表 84
表4-4-1本研究構面因素變項之屬性與信度檢定結果彙整表 87
表4-4-2「服務便利性」、「資訊品質」、「系統品質」、「服務品質」
、「知覺易用性」與「知覺有用性」之相關係數表 88
表4-4-3 以「知覺有用性」構面為因變項之多元迴歸分析 89
表4-4-4 「服務便利性」、「資訊品質」、「系統品質」、「服務品質」與「知覺易用性」之相關係數表 89
表4-4-5以「知覺易用性」構面為因變項之多元迴歸分析 90
表4-4-6「信任傾向」與「結構保證」路徑關係模型探討之關係數表 91
表4-4-7 以「結構保證」構面為因變項之多元迴歸分析 91
表4-4-8「結構保證」與「信任」路徑關係模型之探討之相關係數表 92
表4-4-9 以「信任」構面為因變項之多元迴歸分析 92
表4-4-10 「服務便利性」、「知覺有用性」、「知覺易用性」、「主觀
規範」、「信任」、「相容性」、「財務成本」、「知覺風險」
、「知覺價值」與「使用意圖」相關係數表 93
表4-4-11以「使用意圖」構面為因變項之多元迴歸分析表 94
表4-4-12 本研究之研究假說驗證結果彙整表 96
表4-4-13以「知覺有用性」構面為因變項之影響路徑分析表 97
表4-4-14以「知覺易用性」構面為因變項之影響路徑分析表 97
表4-4-15以「結構保證」構面為因變項之影響路徑分析表 98
表4-4-16以「信任」構面為因變項之影響路徑分析表 98
表4-4-17以「使用意圖」構面為因變項之影響路徑分析表 99
表4-5-1 本研究之研究假說驗證結果彙整表 100

圖目錄
圖1-1-1 3G/3.5G 行動上網連線設備(％) 2
圖1-1-2　3G/3.5G 行動上網者較常上網的地點(％) 2
圖1-1-3　3G/3.5G 行動上網者上網主要從事的網路應用行為(％) 2
圖1-1-4本研究研究流程 10
圖2-1-1 美國與台灣消費者網路銀行普及率及行動銀行普及率 18
圖2-2-1理性行為理論模型(TRA)之架構 22
圖2-2-2修正後資訊系統成功模型 24
圖2-2-3技術接受模型(TAM) 27
圖2-4-1本研究架構 47
圖4-4-1本研究各構面因素經迴歸分析後之徑路關係模型圖 95

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