本研究旨在探討影響台灣Pay使用意圖的關鍵因素，並以訊號理論為基礎，瞭解內部訊號、外部訊號、網路外部性、感知價值、不確定性與信任對使用意圖之間的關係。本研究以線上問卷進行抽樣調查，輔以照片與官方網站協助填答者瞭解本研究所設計得情境，共回收152份問卷，在刪除19份無效問卷後得有效問卷133份，有效回收率為87.5%，並以SPSS與SmartPLS統計軟體進行分析。研究結果顯示：一、內部訊號中的功能多樣性與操作友善性、外部訊號中的感知互補性、感知價值中的功利價值與享樂價值對不確定性有顯著的負向影響；二、外部訊號中的感知互補性與感知價值中的功利價值與享樂價值對使用意圖有顯著的正向影響；三、不確定性對信任有顯著的負向影響；四、信任對使用意圖有顯著的正向影響。最後，本研究根據研究結果提出理論面與實務面的貢獻，並期望對未來相關領域有所幫助。

This study aimed to investigate the critical factors influencing the intention to use of the users of Taiwan Pay mobile application. Based on the Signaling Theory, the study identified the relationship between the intention to use and several signal factor categories, including internal signal, external signal, network externality, perceived value, uncertainty, and trust. The sampling was conducted through on-line surveys and incorporated with photos and official webpage introduction to help respondents to understand the design situation of this study. The study obtained 133 valid surveys out of 152 total collected surveys with a valid return rate of 87.5%, and analysis with SPSS and SmartPLS statistical software.
The results showed that i. The function variety and operating agreeableness in the internal signal category, the perceived complementary in the external signal category, and the utilitarian value and hedonic value in the perceived value category have significant negative influences on uncertainty, ii. The perceived complementary in the external signal category, and the utilitarian value and hedonic value in the perceived value category have significant positive impacts on the intention to use, iii. Uncertainty has a significant negative influence on trust, iv. Trust has a significant positive effect on the intention to use. Based on the results, this study proposed theoretical and practical contributions and insights into future relevant applications.

論文審訂書 i
致謝辭 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與目的 6
第四節 研究流程 6
第二章 文獻探討 8
第一節 網路外部性 8
第二節 感知價值 9
第三節 訊號理論 10
第四節 使用意圖 12
第三章 研究方法 14
第一節 研究模型 14
第二節 研究假說 15
第三節 變數與操作型定義 18
第四節 研究設計 19
第四章 研究結果 22
第一節 基本資料分析 22
第二節 衡量模型 23
第三節 結構方程模型與假說驗證 31
第五章 結論與建議 34
第一節 研究結果與建議 34
第二節 理論與實務意涵 37
第三節 研究限制與未來研究方向 38
參考文獻 40
附錄一 研究正式問卷 46

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