影響消費者使用行動支付其關鍵因素之研究

Abstract

關於影響行動支付議題的討論，不僅攸關每位使用者使用行動支付的方向確認，及未來行動支付依照是使用者需求的調整，更是有助於使用者對於行動支付的認知，期望能夠得到影響行動支付的因素，將所得到的因素用於改善使用者對於行動支付的認知。本研究係針對使用者在採用行動支付時，所在乎考量的要素進行探究與分析，整理出本研究的構面，藉由問卷發放和收回，彙整受訪者的寶貴意見，採HDM分層式決策模型，計算各評估準則之相對權重、重要性排序。研究對象之選取是採立意取樣，依研究目的選取之研究對象為23位不同地區與領域的消費者間行動支付主要業務執行專家。專家問卷係依據本人所設計之準則構面內容進行權重分析。研究資料經分析所得結果顯示：安全是首先考量的目標因素，便利性具有次級的相對重要性，排名第二，系統品質和動機誘因，分別為排名第三及第四，社會規範是排名較低的目標考慮因素，排名第五。

The discussion on the issues affecting mobile payment is not only related to the direction confirmation of each user's use of mobile payment, and the adjustment of future mobile payment according to user needs, but also helps users' cognition of mobile payment. It is expected to get the factors affecting mobile payment and use the obtained factors to improve users' cognition of mobile payment. The purpose of this study is to explore and analyze the factors that users care about when using mobile payment, sort out the dimensions of this study, collect the valuable opinions of respondents through the distribution and recovery of questionnaires, adopt HDM hierarchical decision-making model, calculate the relative weight and importance ranking of each evaluation criterion, and put forward research suggestions and conclusions.The selection of the research objects is based on the intentional sampling. The research objects selected according to the research purposes are 23 experts in the execution of the main business of mobile payment between consumers in different regions and fields. The expert questionnaire is based on the weight analysis of the content of the criteria designed by me. The results of the analysis of the research data show that safety is the first objective factor to be considered. Convenience has secondary relative importance, ranking second. System quality and motivation incentives rank third and fourth respectively. Social norms are the lower objective factors, ranking fifth.