The Study of the Key Factors that Influence the Public to Switch to Electronic Bill Presentment and Payment

• Main Authors: Kai Lin Wu, 吳凱琳
• Other Authors: Lan-Ying Huang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/57780156779199322712

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 97 === People’s life style is deeply influenced by the rise of Internet and the self-service technology. Especially through the integrating of Internet and self-service technology, it is not only saving the cost of firm but also bringing the time and effort saving to consumers. In this study, to explore the switching intention, we use Technology Accept Model (TAM), Diffusion of innovation (DOI), individual difference and switching costs as the study’s main theory. In this study, we use convenience sampling from Internet survey. The results are: 1) in the innovation characteristics, the compatibility has negative effect on switching costs; the effects of relative advantage and complexity on switching costs are not significant. 2) In the individual difference, inertia, need for interaction and technology anxiety all have positive effect on switching costs. 3) The innovation characteristics of compatibility has significant positive effect on switching intention. 4) In the individual difference, only inertia has significant negative effect on switching intention. 5) The effect of switching costs on switching intention is not significant in this study. 6) The switching costs have partly mediating effect between compatibility and switching intention as well as inertia and switching intention. According to the result of this study, we suggest that enterprises have to understand the importance of individual difference and design the self-service technology which compatibility with one’s past experience to reduce the switching costs one perceived and then increase the switching intention.