探討消費者對於零售商自有電子支付之使用意圖──以全支付為例

Abstract

多樣化的支付場景逐漸匯聚，再搭上外送平台服務的發展熱潮，形成更加豐富的應用場景基礎。品牌商在相互競爭時，如何更吸引消費者使用其品牌之電子支付工具，是眾多業者目前更加急迫想要了解的課題。本研究藉由UTAUT2模型為基礎，以曾經體驗過全聯服務的消費者角度作為出發點，另外在模型架構下加入原品牌態度及先前產品使用經驗，以更全面探討消費者對於全支付的使用意圖與實際使用行為，本研究也探討了先前系統使用經驗對於各構念間之路徑關係是否有干擾效果。本研究取樣方式是以Google線上問卷隨機給予各年齡層的受測者填答，收回之有效問卷共381份，再依據學者之建議採用Smart PLS 4.0 作為資料分析工具。透過測量模型，各潛在變項皆有符合信、效度的衡量標準，經由結構模型分析發現促成條件、價值衡量和習慣對於受測者之全支付使用意圖有顯著影響，同時，促成條件和習慣對於實際的全支付使用行為也有顯著影響，然只有一個干擾效果假說成立，即先前系統使用經驗對於價值衡量和全支付行為意圖之間存在干擾效果，最後藉由上述結果提出結論與建議。本研究之研究限制，給予後續的研究者能有一個參考方向，希望能夠幫助零售品牌商、支付業者等，在品牌之於延伸產品，以及新舊產品之間的關係，提供實務面的價值。The diverse payment scenarios are gradually converging, further fueled by the booming development of delivery platform services, creating a more abundant foundation for application scenarios. When brand businesses compete with each other, understanding how to attract consumers to use their brand's electronic payment tools is a pressing concern for many industry players. Based on the UTAUT2 model, this study takes the perspective of consumers who have previously experienced services from a specific brand as a starting point. Additionally, the original brand attitude and previous product usage experience are incorporated into the model framework to comprehensively explore consumers' intention and actual usage behavior towards PX Pay Plus. This study also investigates whether previoussystem usage experience has an interfering effect on the relationships among various constructs.The sampling method for this study involved randomly distributing online questionnaires through Google to respondents of various age groups. A total of 381 valid questionnaires were collected, and Smart PLS 4.0 was adopted as the data analysis tool based on scholars' recommendations. Through the measurement model, all latent variables met the criteria for reliability and validity. The structural model analysis revealed that facilitating conditions, perceived value, and habit significantly influence users' intention to use PX Pay Plus. Additionally, facilitating conditions and habit also have a significant impact on the actual usage behavior of PX Pay Plus. Only one hypothesis regarding the interfering effect was supported in this study, indicating that previous system usage experience has an interfering effect on the relationship between perceived value and intention to use PX Pay Plus.Finally, considering the research limitations of this study, it provides a reference direction for future researchers, aiming to assist retail brands, payment providers, etc., in understanding the relationship between brand extension and new/old products, thereby offering practical value.