以科技接受模式探讨线上付费服务.pdfVIP

稻江學報第二卷第一期 以科技接受模式探討線上付費服務 1 2 2 古德興 侯冠宇 陳奕任 1 稻江科技暨管理學院資訊管理學系助理教授 2 稻江科技暨管理學院資訊管理學系學生 摘要 網路的普及與相關系統及技術的進步，帶動了電子商務的創新應用與發展。在消費 者消費模式的改變，同時使得線上付費服務的研究與發展為電子商務以及網路交易研究 的重要課題。本研究利用科技接受模式，透過使用者對於線上付費服務的經驗，針對認 知有用性與認知易用進行衡量，並對使用者於線上付費服務之整體態度與行為意向進行 調查，以探討各項構面間的關係。同時利用調查所得之資料進行檢定以衡量使用者對於 線上付費服務的使用意願，並指出可能的缺失與問題。 關鍵字 電子商務、線上付費、網路交易、科技接受模式: 32 稻江學報第二卷第一期 Investigation of Online Payment Services with Technology Acceptance Model 1 2 2 Te Hsing Ku , Guan Yu Hou , Yi Ren Chen 1 Department of Information Management, Toko University, Assistant Professor 2 Department of Information Management, Toko University, Undergraduate Abstract The popularization of internet and the advance in information system and related technology promotes the application and development of E-commerce. With the changed purchase behavior of consumers, online payment becomes a serious subject in E-commerce and internet transaction. In this study, technology acceptance model (TAM) was applied for the measurement of user’s perceived usefulness, perceived ease of use, and the evaluation of user’s attitude and behavior intension to online payment services were performed, and the correlation of those constructs are also investigated. Moreover, user intension toward online payment service was estimated by the results