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    Title: 不同性別的消費者對行動銀行使用意圖之研究 : TAM模型觀點
    Other Titles: A study of consumer usage intention on technology acceptance model behavior toward mobile banking : gender as a moderator
    Authors: 張大鵬;Chang, De-Peng
    Contributors: 淡江大學國際企業學系碩士在職專班
    張俊惠
    Keywords: 行動銀行;技術接受模型;性別差異;Mobile banking;Technology Acceptance Model;Gender difference
    Date: 2016
    Issue Date: 2017-08-24 23:36:33 (UTC+8)
    Abstract: 根據國家通訊傳播委員會的數據指出,2015年的時候台灣人的手機上網率已經超過了93%,滑世代已經來臨並造就許多改變。行動商務模式,無線上網技術的快速更新,各家銀行業者陸續推出行動銀行軟體提供消費者使用,究竟有哪些業者關鍵因素會影響消費者對行動銀行的使用意圖值得深究,因此本研究將針對台灣地區行動銀行市場相關消費者行為進行探討。
    本研究以TAM技術接受模型為理論基礎,探討「知覺易用性」與「知覺有用性」是否會影響「態度」而進一步影響「使用意圖」的形成,並且透過網路問卷形式發放,以LISERLE8.7版進行SEM分析驗證本研究之假說架構與模型基礎,得到的結論為:
    一、 在台灣的行動銀行市場中,知覺易用性與知覺有用性對消費者的使用意圖有顯著的影響力。
    二、 知覺易用性與知覺有用性對使用意圖的影響過程中,態度確實扮演著重要的的中介角色。
    三、 台灣消費者對於行動銀行之相關的消費行為,確實會因性別不同而有顯著的差異。
    To the Thesis content: According to the National Communications Commission’s statistics, pointing out that Taiwanese mobile Internet rate in 2015 is over 93%. The next generation has arrived and created a lot of change. Mobile business model, with the quick update of wireless Internet access technology, various bankers do not miss this opportunity and have launched mobile banking software provide the use for consumers. Facing with the competition of bank’s mobile software, financial industry how to promote, relevant and what strategy to use in order to increase the number of users and the usage frequency. For the purpose of this study in Taiwan, mobile banking market user behavior are discussed.

    This study is aimed for mobile banking market in Taiwan according to the TAM (Technology Acceptance Model) as the theoretical basis. Explore the "perceived ease of use" and "perceived usefulness" will affect the "attitude" then further affect the formation of "intended use", and issued questionnaire through web to conduct SEM analysis and model-based architecture to test the hypothesis of this study from version LISERLE8.7, the conclusion is:

    1. the mobile banking market in Taiwan, perceived ease of use and perceived usefulness to consumers of intent has significant influence.
    2. the impact of perceived ease of use and perceived usefulness for the intended use of the process, the attitude does play an important role as an intermediary.
    3. Taiwan''s consumer behavior consumer-related between mobile banks, does have significant differences in different gender
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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