以科技接受模式探討eACH系統之消費者使用態度與行為

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Title:	以科技接受模式探討eACH系統之消費者使用態度與行為 Explore the eACH System on Consumer Attitude toward using and Behavioral Intention by Technology Acceptance Model
Authors:	王凱立
Contributors:	企業實務管理數位碩士在職專班
Keywords:	認知有用性認知易用性認知便利性使用態度使用意願 perceived usefulness perceived ease of use perceived convenience attitude toward using behavioral intention to use
Date:	2017
Issue Date:	2017-09-20 10:43:13 (UTC+8)
Abstract:	隨者數位金融時代的來臨，銀行業者應站在消費者的角度，瞭解客戶的需求，進而創造顧客價值，提昇市場競爭力。本研究藉以使用eACH服務系統的顧客為研究對象，透過科技接受模式(TAM)來探討顧客的使用態度及使用意願，並進一步探討便利性對於有用性、易用性及使用態度是否會干擾其變數間的關係。本研究以網路問卷進行發放，有效樣本為248人。本研究結果指出消費者認知eACH服務系統的有用性、易用性，會正向影響顧客的使用態度，並進而提升顧客使用的意願，便利性對有用性、易用性與使用態度之間的關係具有干擾效果。本研究結果，提供業者建議。 Financial technology, commonly known as “Fin Tech” has entered the payments market with the aim of offering a simpler user experience. Banks must stand in the consumer’s points of view about consumer behavior, including creating consumer values to remain competitive. In this study, we adopt customers who ever used eACH service as the research object and through the technology acceptance model (TAM) to explore the customer's attitude and willingness to use. Furthermore, we also discuss if convenience for the usefulness, ease of use and the use of attitude will moderate with the relationship between the variables This study is based on 248 valid samples collected from questionnaire investigation. The results of the research show that The usefulness and ease of use about eACH service perceived by customers can positively affect their attitude toward using, further increase the behavioral intention to use eACH service；Customer perceived convenience has significant in affecting usefulness, ease of use, and attitude toward using. These findings may provide some evidences as useful references for banks or academy studies.
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