| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 98 === With advancement in technology, current energy consumption level becomes relatively much more when compared with past consumption level. “Green energy”, “energy conservation”, and “carbon emission reduction” have become a new trend in global environmental protection. Based on this, all companies are promoting energy saving products, such as hybrid cars in car manufacturing industry and green building in real estate industry. While the trend of carbon emission reduction prevails on the Internet, e-bill service is also popular at the same time. Mails that once were printed are now transmitted by email. This effectively reduces paper consumption level and company’s printing cost. Also, it decreases carbon emission to save the planet; which in turn, created the win-win situation for companies and the global environment.
To effectively change customers’ habit from receiving bills in printed paper, and further accept e-bill delivery, it not only increases customer satisfaction and loyalty, but also reach goal that companies are able to reduce costs and decreases carbon emission level. Hence, this research proposes a complete customers’ using behavior analysis structure for e-bill. Also, other factors such as perception risk, perceived cost, social influence and economic incentives, their connection with customers’ attitude towards using e-bill is investigated. By using Internet questionnaire survey method with simple random sampling, this research discovered that perceived risk and perceived cost do not have significant effect on consumers’ willingness to apply for electronic bill. However, social influence and economic incentives do have significant influence on consumers’ willingness to apply. Finally, based on conclusion, this research should provide reference for practitioners and researchers for further investigation in the future.
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