金融科技的蓬勃發展對投資人的金融決策產生了深遠影響，其中，證券商應用程式（APP）作為投資人接觸金融市場的新興工具，有必要探討影響其使用意願的因素。本研究探討投資人對於證券商APP的信任度、購買動機與使用意願之間的關聯性，提供證券商在競爭激烈的市場中有益的參考與實用建議。本文透過對投資人的問卷調查，且利用獨立樣本T檢定、單因子變異數分析以及相關分析等統計方法，加以分析投資人的背景變項與其對券商APP信任度、購買動機與使用意願之間的關聯性。實證結果顯示，「性別」、「學歷」、「投資人所屬職業」以及「使用證券商App多久」顯著影響投資人對於信任度的認知；「性別」、「年齡」、「學歷」、「財務狀況」以及「使用證券商App多久」顯著影響投資人對於購買動機之認知；投資人的背景變項不顯著影響其對券商APP的使用意願；信任度顯著正向影響使用意願，購買動機亦正向影響其使用意願。建議證券商在開發和推廣APP時，不僅應強調技術的可靠性與專業性，還應關注用戶體驗，以提高投資人的購買動機和使用意願。

The booming development of financial technology has had a profound impact on investors' financial decisions. Among them, securities dealer applications (APPs) are an emerging tool for investors to access the financial market. It is necessary to explore the factors that affect their willingness to use them. This study explores the correlation between investors' trust in securities dealers' APPs, purchase motivations and willingness to use them, and provides useful references and practical suggestions for securities dealers in the fiercely competitive market. This article uses a questionnaire survey of investors and uses statistical methods such as independent sample T test, single-factor variance analysis, and correlation analysis to analyze the relationship between investors’ background variables and their trust in securities companies’ APPs, purchase motivations, and usage intentions. correlation between. Empirical results show that "gender", "education level", "investor's occupation" and "how long you have used the securities dealer app" significantly affect investors' perception of trust; "gender", "age", "education level", " "Financial status" and "How long you have used the securities firm APP" significantly affect investors' perception of purchasing motivations; investors' background variables do not significantly affect their willingness to use securities firm APPs; Trust significantly and positively affects the willingness to use and purchasing motivations It also positively affects their willingness to use. It is recommended that when developing and promoting APPs, securities firms should not only emphasize the reliability and professionalism of the technology, but also pay attention to the user experience to increase investors' purchasing motivation and willingness to use.

摘要..............................i
ABSTRACT..............................ii
誌謝..............................iii
目錄..............................iv
表目錄..............................vi
圖目錄..............................vii
第一章 緒論..............................1
1.1 研究背景..............................1
1.2 問題陳述..............................1
1.3 研究目的..............................1
第二章 文獻探討..............................2
2.1 信任度..............................2
2.2 購買動機..............................3
2.3 使用意願..............................3
第三章 研究方法..............................5
3.1 研究架構與假設..............................5
3.2 研究範圍與調查對象..............................6
3.3 問卷設計..............................6
3.4 資料分析方法..............................6
第四章 實證結果分析..............................8
4.1 背景基本資料之分析..............................8
4.2 信任度之分析..............................11
4.3 購買動機之分析..............................20
4.4 使用意願之分析..............................30
4.5 信任度、購買動機與使用意願之相關分析..............................35
第五章 結論與建議..............................37
5.1 結論..............................37
5.2 未來相關研究的建議..............................37
5.3 研究限制..............................38
參考文獻..............................39
附錄一..............................41
EXTENDED ABSTRACT..............................44

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