The Key Factor of KEYs Software of Financial Management Purchasing Behavior-An Application of TAM

• Main Authors: Lai,Yen-Ting, 賴彥廷
• Other Authors: Ou-Yang, Hou
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qux8uf

碩士 === 崑山科技大學 === 企業管理研究所 === 107 === This research mainly adopts the integration model of Technology Acceptance Model and Theory of Planed Behavior. In addition, we also add another variable- personality trait in to research model. This study collects data through questionnaires and finally recovers 555 valid samples. First, this study uses factor analysis to extract research constructs, and then adopts cluster analysis to divide samples into two groups- internal personal traits and external personal traits. And carry the differential analysis, At last, this study carries the simple regression and hierarchical regression to test individual hypothes and whether there exists mediating effect between the research consturcts. The empirical results of differential analysis as follow: The “perceived ease of use” has a significantly positive effect on both “perceived usefulness” and “attitudes”. The “perceived ease of use” has a significantly positive effect on both “attitudes” and “behavioral intentions”. The “attitudes” has a significantly positive effect on “behavioral intentions”. The “behavioral intentions” has a insignificantly positive effect on “purchase behavior”. Both of active motivation and passive motivation have significantly positive effect on attitudes, behavioral intentions and purchase behavior, except the relationship between active motivation and purchase behavior. There exists partial positive indirect effect among “perceived usefulness” on “attitudes” through “perceived usefulness”, “perceived usefulness” on “behavioral intentions” through “attitudes”, and “participating motive” on “behavioral intentions” through “attitudes”.