||Nowadays, the limited natural resources are harshly consummated and global climate changes bizarrely, which contributes to the birth of electronic bill. The industry takes advantages in the Internet paperless billing and creates the Electronic billing service. Users submit the bills to the client over the network. Compared to the artificial mailed paper works, the industry can save printing and shipping costs through electronic bill. Consumers can conduct personalized service via web as well. However, the popularity on the statistical data indicated that the adoption of electronic bill was still expecting to be improved. Therefore, this study utilized innovation resistance perspectives on domestic to evaluate the usage of electronic billing.
This study collected relevant literatures review and discuss the development of the research framework. Base on the Questionnaire, this report collect information on the sample, and use structural equation model of the relationship between the constructs for analysis and discussion.
The following are the results of the report,
1. The severer of user adoption barriers (The usage, value, risk, tradition, image disorder) for electronic bill are, the higher of the degree of user resistances are.
2. The incentives degree and self-efficacy failed to produce the moderating effect between adopt barriers and user resistance. However, the environmental consciousness is having a moderating effect between the two. Briefly speaking, when it comes to a positive relationship between adopt barrier and user resistance, the users who resist harsher is those who have low environmental consciousness.
The following are some suggestions for the industry want to present the services：
(1) Cooperating with colleges. Educating consumer and initiatively publicize the benefits of using e-billing that promote the environmental conservation.
(2) Using experiential activities and word of mouth marketing strategy to reduce unfamiliar sense of electronic bills.