以期望確認理論探討金融科技使用行為之研究

Abstract

摘要

近年來，金融與科技的融合，速度突飛猛進。在金融科技（Fintech）的推動下，一大批新技術、新模式、新企業應運而生，迅速而深刻地改變著人們的生活方式。本研究主要探討金融科技網路危險信念透過金融科技推拉力在使用滿意度與使用持續意圖上是否具有影響，採用網路問卷調查法，包含網路危險信念、推拉力、使用滿意度及使用持續意圖等五點量表問卷構面。本研究收集265 份資料，經刪除無效問卷後，共有200 份有效問卷可作為資料分析依據，並採用描述性統計、項目分析、信效度檢驗、相關分析、差異分析及結構方程模式等來進行資料分析，去探討金融科技各構面結構方程模式之變化。

這項研究的結果表明，金融科技網路危險信念與金融科技推拉力呈現負相關，金融科技推拉力與金融科技使用滿意度呈現正相關，金融科技使用滿意度與金融科技使用持續意圖呈現正相關。另一方面，金融科技網路危險信念與使用滿意度及使用持續意圖有顯著的間接效應，金融科技推拉力與使用持續意圖有顯著的間接效應。在這項研究中，金融科技網路危險信念，反映了使用者對於金融科技網路安全重視，只有在安全的金融科技下，才能增加金融科技使用者的滿意度，以及提高金融科技使用者的持續意圖。

關鍵詞：金融科技、網路危險信念、推拉理論、期望確認理論、使用滿意度、使用持續意圖。Abstract

In recent years, the convergence of finance and technology has grown by leaps and bounds. Driven by FinTech, a large number of new technologies, new models, and new businesses have emerged as the times require, rapidly and profoundly changing people's lifestyles. This study focuses on whether belief in dangerous virtual communities have an impact on the usage satisfaction and the continue intention to use based on the use of push-pull theory. The research uses the online survey procedure, Likert scale questionnaire consisting of belief in dangerous virtual communities, push and pull factors, usage satisfaction, and continue intention to use. There are 200 effective samples in this study. To explore the differential degree and correlation among research constructs, the statistical methods included confirmatory factor analysis and structural equation modeling to verify the research model.

The results of this study revealed that belief in dangerous virtual communities was negatively related to push and pull factors, push and pull factors was positively related to usage satisfaction, usage satisfaction was positively related to continue intention to use; on the other hand, belief in dangerous virtual communities has a significant indirect effect on the usage satisfaction and the continue intention to use. Additionally, push andpull factors has a significant indirect effect on the continue intention to use. In this study, belief in dangerous virtual communities reflects the user's emphasis on FinTech network security, and only under the security of FinTech can increase usage satisfaction and continue intention to use.

Keywords: FinTech, Belief in dangerous virtual communities, Push-pull theory, ECT, Usage satisfaction, Continue intention to use.