南華大學機構典藏系統:Item 987654321/24421
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    題名: 網路購物知覺價值、知覺風險、知覺易用與使用態度對使用意願影響之研究－以第三方支付服務為例
    其他題名: The Study of the Influence among Perceived Value, Perceived Risk, Perceived Ease of Use, Attitude toward Using on Usage Intention--An Example of Third-Party Payment
    作者: 賴彥廷
    Lai, Yan-Ting
    貢獻者: 企業管理學系管理科學碩博士班
    紀信光
    Hsin-Kuang Chi
    關鍵詞: 網路購物;第三方支付服務;知覺價值;知覺風險;知覺易用;使用態度;使用意願
    Online Shopping;Third-Party Payment Service;Perceived Value;Perceived Risk;Perceived Ease of Use;Attitude toward Using;Usage Intention
    日期: 2016
    上傳時間: 2016-10-25 16:08:45 (UTC+8)
    摘要: 　　電子商務的蓬勃發展，網路購物的交易方式也日趨多變，其中第三方支付服務的出現，更是帶給我們非常大的影響。然而，第三方支付服務在國外雖已盛行多年，但鑒於其目前在台灣法律規範不甚完備，消費者對其功能及風險問題無法預測的情況下，因此本研究欲以消費者的角度來瞭解第三方支付服務的使用意願。本研究目的旨在瞭解1.消費者在網路購物時最常使用的付款方式2.消費者對第三方支付服務的使用意願3.消費者較願意使用具何種背景之第三方支付服務商。　　本研究樣本對象主要以具有網路購物經驗之消費者為主，並採便利抽樣之調查方式蒐集問卷，共計發出312份問卷，回收問卷250份，刪除41份答題不完全及未有網路購物經驗之消費者後，有效問卷共209份，有效問卷回收率為66.9%，研究分析結果顯示：1.知覺價值對使用意願有顯著影響。2.知覺價值對使用態度有顯著影響。3.知覺易用對使用意願有顯著影響。4.知覺易用對使用態度有顯著影響。5.使用態度對使用意願有顯著影響。6.知覺風險對使用意願無顯著影響。7.使用態度對知覺價值與使用意願具有中介效果。8.使用態度對知覺易用與使用意願具有中介效果。9.知覺風險對使用態度與使用意願不具有干擾效果。
    　　With the vigorous development of e-commerce, the transactions of online shopping have been increasingly diversified. The rise of the third-party payment even has a significant influence on human beings. However, although the service of the third-party payment has been popular abroad, the existing laws and regulations in Taiwan have not been complete. Consumers are under the situation where the functions and risks of the third-party payment are unpredictable. Therefore, this study intends to understand the usage intention of the third-party payment from the perspective of consumers. The purpose of this study is to understand 1. The payment method most frequently used by consumers during online shopping; 2. Consumers’ usage intention of the third-party payment service; 3. The service provider of the third-party payment that consumers are more willing to use.　　The research subjects were mainly consumers with online shopping experiences. This study used convenience sampling to collect questionnaires. A total of 312 questionnaires were distributed, and 250 questionnaires were returned. After 41 questionnaires with incomplete answers and questionnaires completed by consumers who had never experienced online shopping were excluded, there were a total of 209 valid questionnaires, with a valid return rate of 66.9%. The research analysis showed that:1.Perceived value has a significant influence on usage intention.2.Perceived value has a significant influence on attitude toward using.3.Perceived ease of use has a significant influence on usage intention.4.Perceived ease of use has a significant influence on attitude toward using.5.Attitude toward using has a significant influence on usage intention.6.Perceived risk does not have a significant influence on usage intention.7.Attitude toward using has a mediating effect on perceived value and usage intention.8.Attitude toward using has a mediating effect on perceived ease of use and usage intention.9.Perceived risk does not have an intervening effect on attitude toward using and usage intention.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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