銀行個人顧客對第三方支付使用意願之探討
Abstract
由於電子商務發達和網際網路的興起，改變了消費者之生活習慣及消費模式，然而，線上交易對商家造成的不便外，對消費者而言也有安全上的風險，為了解決該問題，第三方支付機制即因應而生。本探討銀行消費者對第三方支付使用意願之影響因素及影響程度。
本研究透過問卷調查進行探討，其有效問卷共為225份，利用結構方程模型進行分析，結果顯示認知易用性可正向影響認知有用性，認知有用性可正向影響使用態度，使用態度可正向影響使用意願，以及信任可正向影響使用意願。而認知易用性負向影響使用態度，但認知易用性透過認知有用性卻可間接影響消費者使用態度，故仍不可忽略認知的易用性的重要性。
Due to the rising of E-commerce and internet, the living habits and consumption patterns of consumers have been changed; online trading however is not only inconvenient for merchants but also is perilous for consumers in transaction securities. To remedy this problem, the mechanism of the third-party payment thus emerges. The purpose of the research is to discuss the factors and influence levels to bank’s customers for their willingness of using the third-party payment. The research are conducted by questionnaires to survey the above-mentioned issues, and by using linear structural equation modeling，we gathered 225 shares of effective returned questionnaires, the consequences demonstrate the perceived of usefulness is positive affected by the perceived ease of use, the attitudes are positive affected by the perceived usefulness, the intentions are positive affected by the attitudes, and the intentions are positive affected by the trustworthiness; on the contrary, the attitudes are negative affected by the perceived ease of use, and the attitudes are affected by the perceived ease of use through the perceived usefulness. The importance of perceived ease of use hence should not be ignored.
Due to the rising of E-commerce and internet, the living habits and consumption patterns of consumers have been changed; online trading however is not only inconvenient for merchants but also is perilous for consumers in transaction securities. To remedy this problem, the mechanism of the third-party payment thus emerges. The purpose of the research is to discuss the factors and influence levels to bank’s customers for their willingness of using the third-party payment. The research are conducted by questionnaires to survey the above-mentioned issues, and by using linear structural equation modeling，we gathered 225 shares of effective returned questionnaires, the consequences demonstrate the perceived of usefulness is positive affected by the perceived ease of use, the attitudes are positive affected by the perceived usefulness, the intentions are positive affected by the attitudes, and the intentions are positive affected by the trustworthiness; on the contrary, the attitudes are negative affected by the perceived ease of use, and the attitudes are affected by the perceived ease of use through the perceived usefulness. The importance of perceived ease of use hence should not be ignored.
Description
Keywords
第三方支付, 科技接受模型, 便利性, 信任, The Third-Party Payment, Technology Acceptance Model, Convenience, Trustworthiness