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    Title: 消費者使用行動APP進行金融商品交易意願之研究
    Other Titles: A study of the consumers transaction intention for financial products with mobile APPs
    Authors: 黃珮婷;Huang, Pei-Ting
    Contributors: 淡江大學資訊管理學系碩士在職專班
    戴敏育;Day, Min-Yuh
    Keywords: 行動APP;TAM;行動性;信任;金融商品;Mobile APPs;mobility;Trust;Financial Products
    Date: 2015
    Issue Date: 2016-01-22 14:57:48 (UTC+8)
    Abstract: 行動裝置的普及,讓行動交易已成為一種趨勢。各家銀行也都積極開發行動APP,搶攻這塊商機。本研究針對台灣地區行動裝置的使用者進行問卷調查,延伸TAM 模型結合行動性和信任兩大構念,進行消費者使用行動APP購買金融商品意願的探討,以瞭解消費者的購買意願和其他因素的關係。本研究問卷共回收406份,其中有效問卷215份,研究結果顯示,消費者對於行動APP的行動性和知覺有用性有正向關係,消費者對於金融機構的信任關係、知覺有用性與知覺易用性和消費者購買意願有正向關係。冀望本研究結果可提供金融業者開發APP和經營客戶的參考依據。
    Popularization of mobile devices has turned mobile transactions into an irresistible trend. Banks have been actively developing mobile apps in competing for many business opportunities relate to them. In this study, a questionnaire survey was conducted for users of mobile devices in Taiwan by extending a TAM model that combines constructs of mobility and trust to gain an insight on willingness of users to use mobile apps to purchase financial products, as well as to better understand the relationship between the users’ purchase intention and other factors. 406 surveys were retrieved for this study; 215 were valid. The empirical results showed a positive correlation between the users’ views regarding mobile apps’ mobility and their perceived usefulness. There were positive correlations among perceived usefulness, perceived ease of use, trust, and purchase intention of financial product for mobile app users. Hopefully, the results of this study can offer a basis for reference by financial institutes in developing their apps and managing their relations with their clients.
    Appears in Collections:[資訊管理學系暨研究所] 學位論文

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