簡易檢索 / 詳目顯示

研究生: 莊賀竣
Chuang, He-Chun
論文名稱: 消費者創新性、認知風險與創新認知屬性影響保險聚合網站採用意願之研究
The Effects of Consumers’ Innovativeness, Perceived Risk and Attribute of Innovation to Adoption Intention─A Case of Insurance e-Aggregator
指導教授: 劉立行
Liu, Li-Hsing
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 93
中文關鍵詞: 金融科技保險聚合網站創新擴散認知風險
英文關鍵詞: Fintech, Insurance e-Aggregator, Innovation diffusion, Perceived risk
DOI URL: https://doi.org/10.6345/NTNU202202340
論文種類: 學術論文
相關次數: 點閱:161下載:11
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 金融科技促成了整個金融產業的服務內容變革以及版圖轉移,其中保險業作為受影響最深的金融產業,面臨到「保險價值鏈分解」與「互聯網保險崛起」這兩大趨勢。而去除傳統業務中介人直接提供資訊並販售給消費者保險商品的「保險聚合網站」,正是這兩大趨勢的綜合體現,因此本研究聚焦在保險領域中的金融科技「保險聚合網站」,並以創新擴散理論及認知風險作為理論架構,建構影響採用意願的要素,並探討人口背景變項在各要素及採用意願上的差異,依此實證結果提出對保險聚合網站研發與推廣、金融政策研擬之策進建議。正式問卷發放期間為2017年06月10日至06月17日。共回收有效問卷351份。
    經統計分析後得出重要結果如下:消費者「創新性」與「創新認知屬性」的「相對優勢」、「相容性」、「可觀察性」與「複雜性」對保險聚合網站「採用意願」皆具有相關性,且具有顯著影響力;消費者「創新認知屬性」四構面中,「可觀察性」最具有影響力;消費者「認知風險」總構面與分構面「隱私/安全風險」、「財務風險」、「時間風險」對保險聚合網站「採用意願」皆具有相關性,其中時間風險相關最大。

    The insurance industry is most affected by financial technology. The "Insurance e-aggregator" to remove the traditional business intermediaries directly to provide consumer insurance products, is the "insurance value chain decomposition" and "Internet insurance rise" two comprehensive manifestations of the trend.Therefore, this study focuses on "Insurance e-aggregator", with Diffusion of Innovations Theory and Perceived risk as the theoretical framework to construct the elements that influence adoption intention. The official questionnaires were issued during the period from June 10 to June 17, 2017. A total of 351 valid questionnaires were collected.
    After statistical analysis, the important results are as follows: Consumers "innovative", "innovative advantage" of "comparative advantage", "compatibility", "Observability", "complexity" positive relationship with "adopted intention" of the Insurance e-aggregator, and all have the significant influence. "observability" the most influential. Consumer "Perceived risk", "privacy risk", "financial risk", "time risk"
    Positive relationship with the Insurance e-aggregator "adoption intention". And time risk has the most positive relationship.

    目  次 中文摘要 i Abstract i 圖目錄 iv 表目錄 v 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 5 第三節 名詞解釋 7 第四節 研究範圍與限制 8 第五節 研究流程 10 第貳章 文獻探討 11 第一節 金融科技與保險 11 第二節 創新擴散理論(Diffusion of innovation) 17 第三節 認知風險 28 第四節 文獻探討小結 32 第參章 研究設計 33 第一節 研究架構與假設 33 第二節 研究變數定義與衡量 35 第三節 問卷設計與抽樣設計 41 第四節 研究實施 43 第五節資料分析方法 44 第肆章 研究結果與討論 46 第一節 正式問卷信度分析 46 第二節 問卷受測者背景變項之敘述統計 47 第三節 消費者「創新性」、「認知風險」、「創新認知屬性」及「採用意願」之 敘述統計 50 第四節 「創新性」與「創新認知屬性」對保險聚合網站「採用意願」之影響 52 第五節 「認知風險」對保險聚合網站「採用意願」之影響 55 第六節 不同背景變項消費者的消費者「創新性」、「創新認知屬性」、「認知風險」與「採用意願」之差異情形 58 第伍章 研究結論與建議 67 第一節 研究結論 67 第二節 研究建議 72 參考文獻 76 附錄一 正式問卷 89

    一、中文文獻
    丁原揚、王承潔、劉立行(2015)。以創新擴散理論探討臺灣北部民眾使用塑膠鈔票意願。中華印刷科技年報,6,320-334。
    中華民國人壽保險商業同業公會(2016年12月15日)。105年1~11月壽險業績統計【新聞稿】。取自http://www.lia-roc.org.tw/index03.asp?item=/indexasp/asp_data/index03/壽險公會新聞稿.htm
    中華民國政府電子採構網(2017年3月17日)。金管會標案招標資訊:建置保險商品聚合平台可行性之研究【招標資訊】。取自http://ebuying.hinet.net/Web_EPVAS/Common/GetBinfoData.do?idstr=3.67.3&c_no=10612A&seq=01&tp=P&op=01&ds=0&cmi=xEykDf/GmP8=&cmf=GpEVnq0ELpQ=&cmc=DZ2zINhCShs=&cmn=Qi07SsAGIhHQLkLwxa6NdA==&cms=erQW6VU9eG0OZTZu4WVjbg==&cyp=sGcPKmW1wWY=
    行政院金融監督管理委員會(2015年01月13日)。打造數位化金融環境3.0全面啟動【新聞稿】。取自http://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=201501130003&toolsflag=Y&dtable=News
    行政院金融監督管理委員會(2016a)。金融監督管理委員會中程施政計畫106至109年度草案版。取自http://www.fsc.gov.tw/uploaddowndoc?file=chdownload/201608190848180.pdf&filedisplay=%E9%87%91%E8%9E%8D%E7%9B%A3%E7%9D%A3%E7%AE%A1%E7%90%86%E5%A7%94%E5%93%A1%E6%9C%83%E4%B8%AD%E7%A8%8B%E6%96%BD%E6%94%BF%E8%A8%88%E7%95%AB%28106%E8%87%B3109%E5%B9%B4%E5%BA%A6%29%E8%8D%89%E6%A1%88%E7%89%88.pdf&flag=d
    行政院金融監督管理委員會(2016c年10月15日)。保險業普惠金融(Financial Inclusion)辦理情形【新聞稿】。取自http://www.ib.gov.tw/ch/home.jsp?id=34&parentpath=0,2&mcustomize=multimessage_view.jsp&dataserno=201610250005&aplistdn=ou=news,ou=multisite,ou=chinese,ou=ap_root,o=fsc,c=tw&toolsflag=Y&dtable=News
    行政院金融監督管理委員會,金融科技辦公室(2016b)。金融科技發展策略白皮書。取自http://www.fsc.gov.tw/uploaddowndoc?file=news/201605181357350.pdf&filedisplay=1050518%E9%87%91%E8%9E%8D%E7%A7%91%E6%8A%80%E7%99%BC%E5%B1%95%E7%AD%96%E7%95%A5%E7%99%BD%E7%9A%AE%E6%9B%B8.pdf&flag=doc
    何淑熏、林裕淩、吳姮憓(2013)。檢驗網路銀行之採用意願— 創新擴散理論與科技接受模式之貢獻。中華管理評論,16(4),1-19。
    吳明隆(2011)。SPSS統計應用學習實務:問卷分析與應用統計。新北市:易習圖書。
    吳明隆(2012)。論文寫作與量化研究。臺北市:五南圖書。
    吳明隆、涂金堂(2007)。SPSS與統計應用分析(修訂版)。台北市:五南圖書出版股份有限公司。
    李信漢、杜綺文(2007)。Web2.0,麥克魯漢知多少?新聞學研究,(92),183-192
    李建國、姚大康(2013)。消費者採用創新產品意願之研究―以觸控滑鼠為例。管理研究學報,13(2),103-135。
    李慶長、張銀益、王祖康、蔡聰源(2010)。以消費者特性與創新性探討消費者採用第三代行動通訊服務之關鍵因素研究。北商學報,17,73-89。
    財團法人保險事業發展中心(2016年11月18日)。險業從業人員統計表【開放資料】。取自http://www.tii.org.tw/opencms/information/information1/000001.ht
    國家發展委員會(2015)。104年個人家戶數位機會調查調查報告。取自http://ws.ndc.gov.tw/Download.ashx?u=LzAwMS9hZG1pbmlzdHJhdG9yLzEwL2NrZmlsZS8wNDNkMDhjYy0yNDQwLTQyYWMtYmIyMC0zNDJjNTBkNmYwYjUucGRm&n=MTA05bm05YCL5Lq65a625oi25pW45L2N5qmf5pyD6Kq%2f5p%2bl5aCx5ZGKKGZpbmFsdjctMTA1MDUwOSkucGRm
    曹磊、錢海利(2016)。Fintech金融科技革命。臺北市:商周出版。
    張中昌(2014年10月27日)。網路投保產險業忙布局【新聞報導】。取自http://www.chinatimes.com/newspapers/20141027000096-260205
    創市際市場顧問公司(2017年2月19日)。ARO/MMX觀察:2016年台灣網路使用概況回顧【市場調查】。取自 https://rocket.cafe/talks/82217
    彭金隆(2016年9月30日)。因應電子商務潮流,保險不能缺席!【網路新聞】。取自http://tesa.today/article/1341
    彭禎伶、魏喬怡(2015年10月14日)。開放不夠壽險網路投保落後產險【新聞報導】。取自http://www.chinatimes.com/newspapers/20151014000127-260205
    魏喬怡(2016年08月06日)。網路投保夯上半年績昂【新聞報導】。取自http://www.chinatimes.com/newspapers/20160806000155-260205

    二、英文文獻
    Accenture, Task Force on the FinTech Innovation Lab. (2013). Coming to terms with insurance aggregators: global less for carriers. Retrieved from http://ins.accenture.com/rs/897-EWH-515/images/Coming-to-Terms-with-Insurance-Aggregators-POV.pdf
    Accenture, Task Force on the FinTech Innovation Lab. (2016). Fintech and the evolving landscape: landing points for the industry. Retrieved from https://www.accenture.com/t20160724T221504__w__/us-en/_acnmedia/PDF-26/Accenture-FinTech-New-York-Competition-to-Collaboration.pdf
    Aldrich, D. (2016, March 8). The new age of insurance aggregators【online comment】. Retrieved from http://insurancethoughtleadership.com/the-new-age-of-insurance-aggregators/
    Bauer, R.A. (1960). Consumer Behavior as Risk Taking. Dynamic Marketing for Changing World: American Marketing Association, 389-393.
    Baumgartner, H., & Steenkamp, Jan-Benedict E. M. (1996). Exploratory consumer buying behavior: conceptualization and measurement, International Journal of Researchy in Marketing, 13, 121-137.

    Bhattad, M. (2012). Trends in insurance channels. Retrieved from https://www.capgemini.com/resource-file-access/resource/pdf/Trends_in_Insurance_Channels.pdf
    Blythe, J. (1999). Innovativeness and newness in High-Tech consumer durables. Journal of Product & Brand Management, 8 , 415-429.
    Cancian, F. (1967). Stratification and risk-taking: A theory tested on agricultural innovation. American Sociological Review, 32, 912-927.
    Casidy, R. & Wymer, W. (2016). A risk worth taking- Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing & Consumer Services, 32, 189-197.
    Cheung, C., & Lee, M. (2001). Trust in Internet shopping: Instrument development and validation through classical and modern approaches. Journal of Global Information Management, 9(3), 23-35.
    Chien, H. R., & Lo, A. (2016, May). Patent protection for fintech inventions. Lee and Li Bulletin, 2016(5), 14-18.
    Choo, H. J., Sim, S. Y., Lee, H. K., & Kim, H. B. (2014). The effect of consumers’ involvement and innovativeness on the utilization of fashion wardrobe. International Journal of Consumer Studies, 38, 175-182.
    Clarke, R. (1999). A Primer in Diffusion of Innovations Theory. Canberra, ACT: Xamax Consultancy. Retrieved from https://www.anu.edu.au/people/Roger.Clarke/SOS/InnDiff.html.
    Cocosila, M., Turel, O., Archer, N., & Yuan, Y. (2007). Perceived health risks of 3G cell phones: do users care? Communications of The ACM, 50(6), 89-92.
    Cox, D. F. (1967). Risk-taking and information-handling in consumer behavior. Boston: Harvard University Press.
    Cunningham, S. M. (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University press.
    Damanpour, F., & Schneider, M. (2006). Phases of the adoption of innovation in organizations: Effects of Environmen. British Journal of Management, 17(3), 215-236.
    Deloitte Touch Tohmatsu Limited. (2015). Insurance disrupted general insurance in a connected world. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Financial-Services/gx-fsi-insurance-disrupted.pdf
    Dowling, G. R. & Staelin, R. (1994). A model of perceived risk and intended risk-han dling activity. Journal of Consumer Research, 21(1), 119-134.
    European Insurance and Occupational Pensions Authority. (2014). Report on good practices on comparison websites. Retrieved from https://eiopa.europa.eu/Publications/Reports/Report_on_Good_Practices_on_Comparison_Websites.pdf
    EY. (2015). Global insurance outlook (EYG Report EG0233). Retrieved from http://www.ey.com/Publication/vwLUAssets/ey-2015-global-insurance-outlook/$File/ey-2015-global-insurance-outlook.pdf
    Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-service adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
    Felt, A. P., Greenwood, K., & Wagner, D. (2011). The effectiveness of application permissions. Proceedings of the 2nd USENIX conference on Web application development, 7-7.
    Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. MA: Addison-Wesley
    Flavian, C., & Guinaliu, M. (2006). Consumer trust, perceived security and privacy policy. Three basic elements of loyalty to a web site. Industrial Management and Data Systems, 106(5), 601-620.
    Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56(11), 867-875.
    Funa, A. D. (2016, February 2). Insurance aggregators [Online comment]. Retrieved from http://www.businessmirror.com.ph/insurance-aggregators/pisforum/Webblog_theme_eight_how_can_cultural#comments
    Gach, R., & Gotsch, M. (2010). Fintech’ s golden age: as fintechs move from compe
    Gerber, M., & Kwa, C. (2012). The insurance aggregator impact and viability in singapore. Retrieved from http://www.the-digital-insurer.com/wp-content/uploads/2014/03/174-White_Paper_Insurance_Aggregator_13022014_WEB.pdf
    Gerpott, T. J. (2011). Attribute perceptions as factors explaining mobile internet aceptance of cellular customers in Germany—An empirical study comparing actual and potential adopters with distinct categories of access appliances. Expert Systems with Applications, 38(3), 2148–2162. doi:10.1016/j.eswa.2010.08.001
    Goldman Sachs Global Investment Research. (2015). The Future of Finance Part 3: the Socialization of Finance. Retrieved from www.planet-fintech.com/file/167061/
    Grover, V., & Goslar, M. D. (1993). The Initiation, Adoption and Implementation of Telecommunications Technologies in U.S. Journal of Management Information Sustems, 10(1), 41-163.
    Hansen, T. (2006). Determinants of consumers’ repeat online buying of groceries. The International Review of Retail, Distribution and Consumer Research, 16(1), 93–114. doi:10.1080/09593960500453617
    Hirschman, E. C. (1980). Innovativeness, Novelty Seeking and Consumer Creativity. Journal of Consumer Research, 7(3), 283-295.
    Hofacker, C. F. (1998). Internet Marketing (3rd ed.) with Wall Street Journal Handbook Set. NJ: John Wiley & Sons.
    Holak, S. L., & Lehmann, D. R. (1990). Purchase Intentions and the Dimensions of Innovation: An Exploratory Model. Journal of Product Innovation Management, 7(1), 59-73.
    Hurt, H. T., Joseph, K., & Cook, C. D. (1977). Scales for the measurement of innovativeness, Human Communication Research, 4(1), 58-65.
    Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Proceedings of the third annual conference of the association for consumer research. 382-393.
    Kansal, P. (2016).Perceived risk and technology acceptance model in self-service banking - a study on the nature of mediation. South Asian Journal of Management, 23(2), 51-71.
    Kaplan, L. B., Szybillo, G. J., & Jacoby, J. (1974). Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology, 59(3), 287-291. doi:10.1037/h0036657
    Kapoor, K. K., Dwivedi, Y. K., & Williams, M. D. (2014). Rogers’ innovation adoption attributes: A systematic review and synthesis of existing research. Information Systems Management, 31, 74–91. doi:10.1080/10580530.2014.854103
    Kirton, M. J., & Mulligan, G. (1969). Correlates of managers’ attitudes toward change. Journal of Applied Psychology, 58(1), 101-107.
    Koenig-Lewis, N., Palmer, A., & Moll, A. (2010). Predicting young consumers’ take up of mobile banking services. International Journal of Bank Marketing, 28(5), 410–432. doi:10.1108/02652321011064917
    Kotler, P. (2015). Marketing management (15th ed.). Pearson Education, Inc.
    Labay, G. D., & Kinnear, T. C. (1981). Exploring the consumer decision process in the adoption of solar energy systems. Journal Consumer Research, 8, 271-278.
    Lee, K. S., & Tan, S. J. (2003). E-retailing versus physical retailing: a theoretical model and empirical test of consumer choice. Journal of Business Research, 56(11), 877-885.
    Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with PR and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141.
    Liaw, G. F., Zhu, Z. W., & Lee, Y. H. (2005). The effects of risk Reduction strategies on consumers’ risk perceptions and online purchase intention. Pan-Pacific Management Review, 8(1), 1-37.
    Lim, N. (2003). Consumer perceived risk: sources versus consequences. Electronic Commerce Research and Application, 2(3), 216-228.
    Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421-432
    Lionberger, H. F. (1960). Adoption of New Ideas and Practices. IA:Iowa State University Press.
    Mallat, N., Rossi, M., Tuunainen, V. K., & Öörni, A. (2009). The impact of use context on mobile services acceptance: The case of mobile ticketing. Information & Management, 46(3), 190-195.
    Martinez, E., Polo, Y., & Favian, C. (1998). The acceptance and diffusion of new consumer durables: differences between first and last adopters. Journal of Consumer Marketing, 15(4), 319-342.
    Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the internet banking adoption: a unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13.
    Massad, V. J., & Tucker, J. M. (2000). Comparing bidding and pricing between in-person and online auctions. Journal of Product & Brand Management, 9(5), 325-332.
    Mayer. R. N., Jisu H., & Cude, B. J. (2005). Cue of credibility and price performance of life insurance comparison web sites. Journal of Consumer Affairs, 39(1), 71-94.
    Mbatha, B. M. (2015). Diffusion and adoption of information and communication technologies in south african telecentres: selected telecentres in kwazulu-natal. Mousaion, 33(1), 103-120.
    Merchant, A., Rose, G., & Rose, M. (2014). The Impact of Time Orientation on Consumer Innovativeness in The United States and India. Journal of Marketing Theory and Practice, 22(3), 325-337.
    Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement, Journal of Consumer Rrsearch, 11(4), 229-242.
    Mitchell, V. W. (1999). Consumer perceived risk: conceptualisations and models. Journal of Marketing, 33(1), 163-196.
    Mitchell, V. W., & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. The Service Industries Journal, 13(4), 179-200.
    Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192–222. doi:10.1287/isre.2.3.192
    Patten, D. M. (2002). Give or take on the Internet:an examination of the disclosure practices of insurance firm web innovators. Journal of Business Ethics, 36(3), 247-259.
    PricewaterhouseCoopers. (2016). Blurred lines: How FinTech is shaping Financial Services. Retrieved from http://www.pwc.com/gx/en/advisory-services/FinTech/PwC%20FinTech%20Global%20Report.pdf
    Roehrich, G. (2004). Consumer innovativeness: concepts and measurements. Journal of Business Research, 57, 671-677.
    Rogers, E. M. (1995). Diffusion of innovations, (4th ed.). NY: The Free Press.
    Rogers, E. M. (2002). Diffusion of preventive innovations. Addictive Behaviors, 27(6), 989−993.
    Rogers, E. M. (2003). Diffusion of innovations, (5th ed.). NY: The Free Press.
    Rogers, E. M., & Shoemaker, F. F. (1971). Communication of Innovation. NY: Free Press.
    Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.
    Ryan, B., & Gross, N. (1943). The diffusion of hybrid seed corn in two iowa communities. Rural Sociology,8(1) ,15-24.
    Sahin, I. (2006). Detailed review of Roger's diffusion of Innovation theory and educational technology-related studies based on rogers’ theory. Journal of Educational Technology, 5(2), 14-23.
    Sandra, F., & Bo, S. (2003). Consumer patronage and risk perceptions in internetShopping. Journal of Business Research, 56(11), 867.
    Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: an empirical analysis. Electronic Commerce Research and Applications, 9(3), 209-216. doi:10.1016/j.elerap. 2009.07.005
    Schiffman, L. G., & Kanuk, L. L. (2016). Consumer behavior, (11th ed.). NJ: Prentice-Hall.
    Sheth, N.J. (1981)Psychology of Innovation Resistance: The Less Developed Concept (LDC) in Diffusion Research, Research in Marketing, JAI Press (Greenwich, CT), p. 273-282.
    Singh, R. (2017). Diffusion of perceived risk: a key to success. CLEAR International Journal of Research in Commerce & Management, 8(3), 52-53.
    Slkye, C. V., Lou, H., & Day, J. (2002). The Impact of Perceived Innovation Characteristics on Intention to Use Groupware. Information Resource Management Journal, 15 (1), 5-12.
    Steenkamp, E. M., Hofstede, F. T., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing Theory and Practice, 63(2), 55-69.
    Subin, I., Bayus, B. L., & Mason, C. H. (2003). An empirical study of innjate consumer innovativeness, personal chyaracteristics, and new-product adoption behavior. Journal of Academy of Marketing Science, 31(1), 61-73.
    Swiss Reinsurance Company. (2014). Digital distribution in insurance: a quiet revolution. Retrieved from http://media.swissre.com/documents/sigma2_2014_en.pdf
    Swiss Reinsurance Company. (2015). Life insurance in the digital age: fundamental transformation ahead. Retrieved from http://media.swissre.com/documents/sigma6_2015_en.pdf
    Tan, M., & Teo, T. S. H. (2000). Factors influencing the adoption of internetbanking. Journal of the Association for Information Systems, 1(5), 1-42.
    Tanakinjal, G. H., Deans, K. R., & Gray, B. J. (2010). Third screen communication and the adoption of mobile marketing: a Malaysia perspective. International Journal of Marketing Studies, 2(1), 36-47.
    Taylor, J. W. (1974). The role of risk in consumer behavior. Journal of Marketing, 38(2), 54-60.
    Taylor, S., & Todd, P. (1995). Assessing IT usage: the role of prior experience. MIS Quarterly, 29(4), 561−570.
    Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoption-implementation: a meta-analysis of findings. IEEE Transactions on Engineering Management, EM-29(1), 28-45. doi:10.1109/TEM.1982.6447463
    UK Government Chief Science Adviser. (2015). FinTech Futures : The UK as a Wrold Leader in Financial Technologies. Retrieved from https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/413095/gs-15-3-fintech-futures.pdf
    Venkatraman, M. P. (1991). The impact of innovativeness and innovation type on adoption, Journal of Retailing, 67(1), 51-67.
    Walker, J. L. (1969). The diffusion of innovations among the American States. The American Political Science Review, 63(3), 880-899.
    Woodside, A. G., & Biemans, W. G. (2005). Modeling innovation, manufacturing, diffusion and adoption/rejection processes. Journal of Business & Industrial Marketing, 20(7), 380-393.
    World Economic Forum. (2015). The Future of Financial Services: How disruptive innovations are reshaping the way financial services are structured, provisioned and consumed. Retrieved from http://www3.weforum.org/docs/WEF_The_future__of_financial_services.pdf
    Yang, C., Wu, H., & Wu, T. (2006). Perceived risk of securities investment with dividend. Journal of Systems Science & Information, 4(4), 691-696.

    下載圖示
    QR CODE