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題名：應用科技接受模式探討悠遊卡使用者之行為意向--以認知風險為干擾變數
書刊名：都市交通
作者：陳淑娟／郭仕堯
作者(外文)：Chen, Shu-chuan／Kuo, Shih-yao
出版日期：2011
卷期：26:2
頁次：頁28-42
主題關鍵詞：悠遊卡；科技接受模式；行為意向；認知風險；EasyCard；Technology acceptance model；Behavioral intention；Perceived risk
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:9
  • 點閱點閱:3
悠遊卡乃整合捷運系統、公車系統、停車場及小額付費等多項功能之智慧卡，為交通電子化票證開啟新的里程碑，其推廣經驗有助於爾後交通運輸票證和小額消費功能電子錢包之發展。悠遊卡的複合功能雖可增進生活便利性，消費者於使用時可能產生的風險認知亦應重視。本研究應用科技接受模式建構概念模型，探討消費者對於悠遊卡之「知覺有用性」及「知覺易用性」認知是否影響其態度和使用意願，同時加入使用新興科技產品可能產生的認知風險做為干擾變項。以問卷調查取得消費者認知回應，共回收440 份有效問卷。運用結構方程模式及階層回歸分析獲致研究所得，結果顯示「知覺有用性」及「知覺易用性」皆正向影響消費者使用態度，正向使用態度亦顯著提升消費者之行為意向，而「認知風險」越高，使用態度越趨保守，認知風險之干擾效果亦獲驗證。依據研究結果提出建議予發行公司做為推廣及提升服務品質之參考依據。
The EasyCard has been referred to as the milestone of the development of ticket electronization in the transportation industry with its multi-functional usages. To successfully promote EasyCard and extend its sustainability, it is essential to learn how consumers perceive the practical value of EasyCard and whether the functions embedded satisfy their requirements. This study aims to apply Technology Acceptance Model (TAM) to explore the factors critical to the attitude and behavioral intention of the EasyCard users. Based on the data collected from 440 usable samples, the Structural Equation Modeling and hierarchical regression techniques are utilized to examine the conceptual model. The results indicate that both users’ perceived usefulness and ease of use may positively influence their attitude, and attitude significantly leads to behavioral intention. The moderating effect of users’ perceived risk has also been confirmed. Seven hypotheses have proved to be all supported. The implications of the study results for practitioners and future research are well discussed.
期刊論文
1.Millett, S.、Kopp, W.(1996)。The top ten innovative products for 2006: Technology with a human touch。The Futurist，30(4)，16-19。  new window
2.Shelfer, M.、Procaccino, J. D.(2002)。Smart card evolution。Communications of the ACM，45(7)，83-88。  new window
3.Fletcher, P.(1999)。Europe holds a winning hand with smart card。Electronic Design，47(1)，106-107。  new window
4.Haddad, A.(2007)。Card marketing enhancements designed to protect interchange。Card Technology Today，19(4)，12-13。  new window
5.Taylor, S.、Todd, P. A.(1995)。Assessing IT usage: The role of prior experience。MIS Quarterly，19(2)，561-570。  new window
6.于丹、董大海、劉瑞明、原永丹(2008)。理性行為理論及其拓展研究的現狀與展望。心理科學進展，16(5)，796-802。  延伸查詢new window
7.Igbaria, M.、Guimaraes, T.、Davis, G. B.(1995)。Testing the determination of microcomputer usage via a structural equation model。Journal of Management Information System，11(4)，87-114。  new window
8.Taylor, J. W.(1974)。The role of risk in consumer behavior: A comprehensive and operational theory of risk taking in consumer behavior。Journal of Marketing，38(2)，54-60。  new window
9.Suh, B.、Han, I.(2002)。Effect of trust on customer acceptance of Internet banking。Electronic Commerce Research and Applications，1，257-263。  new window
10.Fornell, C.、Larcker, D. F.(1981)。Structural equation models with unobservable variable and measurement error: Algebra and statistics。Journal of Marketing Research，18(3)，382-388。  new window
11.King, William R.、He, Jun(2006)。A Meta-analysis of the Technology Acceptance Model。Information & Management，43(6)，740-755。  new window
12.Legris, P.、Ingham, J.、Collerette, P.(2003)。Why do people use information technology? A critical review of the technology acceptance model。Information & Management，40(3)，191-204。  new window
13.Hu, Paul J.、Chau, Patrick Y. K.、Sheng, Olivia R. Liu、Tam, Kar Yan(1999)。Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology。Journal of Management Information Systems，16(2)，91-112。  new window
14.Szajna, Bernadette(1996)。Empirical evaluation of the revised technology acceptance model。Management Science，42(1)，85-92。  new window
15.Stone, Robert N.、Grønhaug, Kjell(1993)。Perceived Risk: Further Considerations for the Marketing Discipline。European Journal of Marketing，27(3)，39-50。  new window
16.Davis, Fred D.、Bagozzi, Richard P.、Warshaw, Paul R.(1989)。User acceptance of computer technology: A comparison of two theoretical models。Management Science，35(8)，982-1003。  new window
17.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
18.李榮謙、方耀(2001)。電子支付系統與電子貨幣--發展、影響及適當的管理架構。中央銀行季刊，23(3)，7-50。new window  延伸查詢new window
19.Ajzen, I.(1991)。The theory of planned behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
學位論文
1.Davis, F. D.(1985)。A Technology Acceptance Model for Empirically Testing New End User Information Systems: Theory and Results(博士論文)。Massachusetts Institute of Technology。  new window
2.陳泰霖(2010)。影響電子現金卡使用意向因素之研究--以台北悠遊卡（EasyCard）為例(碩士論文)。國立中正大學。  延伸查詢new window
3.陳建宏(2004)。消費者對於非接觸式電子票證使用意願之研究--以台北悠遊卡為例(碩士論文)。國立成功大學。  延伸查詢new window
4.楊忠龍(2007)。影響消費者採用「悠遊聯名卡電子錢包」因素之研究(碩士論文)。銘傳大學。  延伸查詢new window
5.林君育(2006)。影響採用個人網路ATM因素之研究(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.陳宏宇(2004)。RFID系統入門：無線射頻辨識系統。台北：文魁資訊。  延伸查詢new window
2.(2005)。台北捷運公司年報。  延伸查詢new window
3.Hair, J. F. Jr.、Black, W. C.、Babin, B. J.、Anderson, R. E.、Tatham, R. L.(2006)。Multivariate data analysis。Prentice-Hall。  new window
4.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
其他
1.經濟部(2011)。100年度智慧辨識服務推動計劃--智慧辨識服務趨勢分析報告，http://www. iservice.org.tw/upload/article/att/13245195978289170.pdf。  延伸查詢new window
2.行政院(2010)。行政院施政報告，http://www.ey.gov.tw/public/Attachment/0931771571.pdf。  延伸查詢new window
3.高雄市政府(2009)。一卡通與悠遊卡互通之可行性研究，http://tfyang.sg1010.myweb.hinet.net/report.pdf。  延伸查詢new window
圖書論文
1.Ajzen, I.(1985)。From Intention to Actions: A Theory of Planned Behavior。Action-Control: From Cognition to Behavior。Heidelberg：Springer。  new window
2.Cunningham, S. M.(1967)。The Major Dimensions of Perceived Risk。Risk Taking and Information Handling in Consumer Behavior。Boston, MA：Harvard University。  new window
3.Cox, D. F.、Rich, S. U.(1967)。Perceived Risk and Consumer Decision Making--The Case of Telephone Shopping。Risk Taking and Information Handling in Consumer Behavior。Boston, MA：Harvard University。  new window
4.Bauer, R. A.(1960)。Consumer Behavior as Risk-Taking。Dynamic Marketing for A Changing World。Chicago：America Marketing Association。  new window
 
 
 
 
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