The Study of Recognition and Adoptive Intention of GoldPassbook-the Case of the customers of Taiwan Business Bank

• Main Authors: Ya-Pin Ho, 何雅蘋
• Other Authors: Yun Ken
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/39488161473934978727

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 101 === The ongoing of financial crisis since 2007 had a severe impact on the world economy. There is an increasing demand for gold investments and dollar inflation hedging instruments to reduce exposure to international risk and the global recession during unstable financial conditions. Following the information technology progression and financial innovation, as well as the increasing demand of people to gold, “gold passbook” is the fastest-growing commodity Gold can not only an important hedging tool to fight against global recession, the depreciation in U.S. dollar and inflation but also the best hedge commodity .Gold is able to maintain its liquidity even at times of crisis situations like high global inflation or political turbulence. Holding gold is to build a diversified portfolio to reduce risk. In Diffusion of innovation theory, users will experience 5 stages in the decisioninnovation process when they use new technology. Additionally, technology acceptance model suggests how users will accept or use innovative technology Under influence of two factors, perceived usefulness (PU) and perceived ease-of-use (PEOU). Therefore, the purpose of this study is to investigate the frame models of Technology Acceptance Model (TAM), Diffusion of Innovations Theory, and customers’ willingness to purchase gold passbook. Moreover, this study is able to provide the information as a reference and suggestion for the companies that are about to innovate gold passbook