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題名 | 應用科技接受模式探討消費者採用電子錢包之因素=Applied TAM to Probe on Factors of Electronic Purse Payment Service |
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作者 | 許端芳; 高懿柏; 莊雅婷; Sheu, Dwan-fang; Kao, Yi-po; Chuang, Ya-ting; |
期刊 | 創新與管理 |
出版日期 | 20110200 |
卷期 | 8:1 2011.02[民100.02] |
頁次 | 頁95-116 |
分類號 | 563.146 |
語文 | chi |
關鍵詞 | 電子錢包; 科技接受模式; 主觀規範; 相容性; Electronic purse; Technology acceptance mode; Subjective norm; Compatibility; |
中文摘要 | 為改善消費商店人工收費效率以因應消費人數眾多需要快速付款的情況,以及助於減少國庫印製成本與減少交易成本等,應用智慧卡相關功能的電子錢包付款機制已儼然為亞洲各國主要趨勢。雖然電子錢包能為廣大的消費者、企業與政府帶來許多潛在的效益,相關機構亦不餘遺力的推展,但推行上仍有其障礙,再者貨幣電子化之實施,不單只是著重於導入面,勢必必須使消費者皆能接受,因此本研究以科技接受模式觀點為理論基礎,試圖分析消費者採用電子錢包的因素,並藉由這些因素建置一套完善的預測行為之模型。經實證分析結果發現消費者的使用態度及主觀規範因素對電子錢包付款機制之行為意圖有正向顯著影響。此外,知覺有用性與相容性對於使用態度有正向顯著影響;而知覺易用性對有用性有正向顯著影響。再者,相容性將正向影響知覺有用性及知覺易用性。本研究結果闡述消費者採用電子錢包因素考量之重要性,並且研究意涵更進一步建議各大發卡機構在電子錢包推廣策略上,不只強調電子錢包能避免攜帶現金的不便,更應該強調電子錢包尚有其他眾多的功能,譬如付款的簡單性,如此俾能提升消費者使用電子錢包的意願,同時塑造電子錢包的正面形象,進而使消費者無形中形成習慣性及社會規範,相信亦能有效提升消費者使用電子錢包的意願。 |
英文摘要 | To elevate the efficiency of manual charge in stores and improve the conditions for rapid payment in coping with the mass numbers of consumers, the mechanism of payment in electronic purse featuring the functions of the smart card have been a main trend in Taiwan. However, the usage of Electronic Purse did not meet the projected expectation in spite of the advantages of Electronic Purse over traditional money and the companies' aggressive promotion tactics. This research aims to gain in-depth understanding of the factor's influencing consumer's intention to use electronic purse by taking the perspectives of Technology Acceptance Model (TAM) as the theoretical foundation. Taking domestic consumers as the samples to carry out the questionnaire surveys, findings of this research indicate of using attitude and subjective norm have shown significant positive influence on the behavior intention towards the mechanism of payment in electronic purse. The result of this study not only provides practical suggestions for Electronic Purse issuing institutions but also presents insightful information about the Electronic Purse Function. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。