| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 107 === This study explores what determines the reuse intention of third-party payment. This study analyzes the factors from previous studies and takes Technology Acceptance Model (TAM) as the main theory structure, integrate with corporate image, perceived risk, trust, perceived usefulness, perceived ease of use and attitude to develop this study model and find out the major determinants of reuse intention.
The collection of all the research questionnaire to the web-based questionnaire and paper-based questionnaires. Questionnaires were distributed and 4000 were returned of 400, the recovery rate is 100%. Delete the incomplete question and the consistency of the situation to fill the case of invalid question after 14 copies, and the 386 valid questionnaires were obtained.The questionnaires were issued during the period from April 28, 2019 to May 28, 2019.
The empirical results of this study show as follows:
(1)The better the corporate image, the higher the perceived usefulness.
(2)There was a negative relationship between perceived risk and the perceived usefulness. The higher the perceived risk, the lower the perceived usefulness.
(3)There was a negative relationship between perceived risk and the perceived ease of use. The higher the perceived risk, the lower the perceived ease of use.
(4)The better the trust, the higher the perceived ease of use.
(5)The better the perceived ease of use, the higher the perceived usefulness.
(6)The better the perceived usefulness, the higher the attitude.
(7)The better the perceived ease of use, the higher the attitude.
(8)The better the attitude, the higher the reuse intention.
(9)The better the trust, the higher the attitude.
(10)The better the perceived usefulness, the higher the reuse intention.
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