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研究生: 游文瑋
Yu, Wen-Way
論文名稱: 近端行動支付對餐廳營運績效之影響
Impact of NFC Payments on Restaurant Performance
指導教授: 方進義
Fang, Chin-Yi
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 67
中文關鍵詞: 近端行動支付營運績效餐廳規模創新擴散理論通用模式科技接受模式
英文關鍵詞: Near Field Communication Mobile Payment, Restaurant operating performance, Restaurant size, The General Model of Innovation Diffusion Theory, Technology Acceptance Model
DOI URL: http://doi.org/10.6345/NTNU202000600
論文種類: 學術論文
相關次數: 點閱:190下載:35
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  • 隨著網路及行動裝置的蓬勃發展,智慧型行動設備的普及和通訊技術的革新,透過智慧型行動設備付款的「行動支付」( Mobile Payment ) 模式 ,正興起一股替代現金甚至是信用卡的趨勢,在世界各地迅速發展中。
    本研究以創新擴散理論 (Innovation Diffusion Theory, IDT) 通用模式作為主要理論並加以延伸結合科技接受模式 (Technology Acceptance Model, TAM) 為基礎,提出相對利益(銷售額增加、降低成本)、靈活性以及易用性作為研究構面,探討近端 (Near Field Communication, NFC) 行動支付對餐飲業營運績效之影響,採用便利抽樣法以問卷收集方式針對餐飲業營運者及主管取得問卷,探討近端行動支付對餐廳營運績效之影響,並以餐廳規模為調節變數。
    本問卷回收279份有效問卷,透過SPSS 23.0 進行描述性統計分析與回歸分析,研究結果顯示,五個構面皆對營運績效有顯著影響,但皆未達4分滿意度,顯示近端行動支付系統仍然不夠切合業者對於營運上的需求。在加入以餐廳規模作為調節作用的分析結果,僅易用性與信任和安全有調節效果,最後本研究將依研究結果給予餐廳業者建議,以提升近端行動支付對餐廳營運之績效。

    With the rapid development of network and mobile devices, cloud computing technology has become more sophisticated, the popularization of smart phones and innovations in communication technology, the "mobile payment" via smart phones is emerging as an alternative to cash as well as credit cards and is rapidly evolving around the world.
    This study is based on the General model of Innovation Diffusion Theory (General model of IDT) as the main theory and Technology Acceptance Model (TAM) as the supporting theory. Relative advantages including the increase of sales quota and the reduction of costs, along with flexibility, and accessibility are large parts of the research. The convenience sampling method and questionnaires filled by restaurant operators and supervisors are adopted to investigate the impact of Near Field Communication mobile payment on restaurant operating performance. Restaurant size are used as a moderator variable.
    279 valid questionnaires were submitted and SPSS 23.0 was adopted to undergo descriptive statistics analysis and regression analysis. The results showed that five factors proved significant in restaurant operating performance but all did not reach four points in satisfaction, indicating that mobile payment systems are still unable to meet restaurants’ needs. After taking “number of employees” as a moderator for analysis, handiness, trustworthiness, and safety were the three effective factors. This research will be a reference for restaurant operators to help with improving restaurant operating performances via mobile payments.

    謝辭 i 摘要 ii Abstract iii 目 次 iv 表 次 vi 圖 次 vii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究範圍 3 第四節 研究流程 4 第五節 名詞操作型定義 6 第貳章 文獻探討 7 第一節 行動支付之定義與文獻探討 7 第二節 臺灣行動支付現況 8 第三節 行動支付對營運績效之影響 11 第四節 研究假設 12 第參章 研究方法與步驟 18 第一節 研究架構與方法 18 第二節 研究對象及專家效度審查 19 第三節 前測問卷之信度檢測 20 第肆章 研究結果 22 第一節 描述性統計分析 22 第二節 多元迴歸分析 26 第三節 調節效果檢驗分析 27 第四節 分析與討論 29 第五節 理論意涵 30 第六節 管理意涵 31 第伍章 結論與建議 33 第一節 結論 33 第二節 研究限制與未來研究建議 34 引用文獻 35 附錄一 電子支付機構管理條例 45 附錄二 量表問卷題項 65

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