以混合多準則決策模式推衍車用支付服務之使用情境與影響消費者接受意願之因素

Abstract

由於車聯網之技術日益成熟，車用支付已經成為行動支付的新趨勢。雖然車用支付系統之消費行為分析對行動支付業者極為重要，但少有人研究。為解決此問題，本研究導入宏觀環境(Political, Economic, Social, Technological, Environmental and Legal，PESTEL)模型發展未來車用支付系統之情境，並以基於整合型科技接受模型(Unified Theory of Acceptance and Use of Technology，UTAUT)之混合多準則決策分析模型推衍不同情境下影響消費者使用車用支付服務系統意願之因素。第一階段分析，以宏觀環境模型為基礎，導入混合多準則決策模型，挑選出最適因素，作為發展情境之驅動力量。第二階段分析，透過多準則折衷評估方法(Vlsekriterijumska Optimizacija i Kompromisno Resenje，VIKOR)，計算車用支付服務未來之三種主要發展情境，第三階段分析以結合整合型科技接受模型(Unified Theory of Acceptance and Use of Technology，UTAUT)之混合多準則決策分析模型，推衍出各情境之下，影響消費者使用車用支付服務系統意願之因素。三階段之研究，皆邀集台灣行動支付之專家，採修正式德爾菲法確認適用的準則，再以決策實驗室評估法(Decision Making Trial and Evaluation Laboratory，DEMATEL) 計算構面及準則間的影響關係與重要性，並結合基於決策實驗室評估法之網路流程(DEMATEL based Analytic Network Process，DANP)，計算各構面與準則之影響權重。在三個主要發展情境下，影響消費者使用車用支付服務意願的因素依排為績效預期、使用行為、社會影響、努力預期及有利條件。本研究之結果，可為業者發展車用支付系統之依據，分析架構，亦可為其他支付系統發展參考使用。

Due to the increasingly mature technology of the Internet of Vehicles (IoV), car payment has become a new trend of mobile payment. Although the consumer behavior analysis of car payment system is very important for the mobile payment industry, it is seldom studied. To solve this problem, this study introduces the Political, Economic, Social, Technological, Environmental and Legal (PESTEL) framework to model the development scenarios of the future car payment system. A hybrid multiple criteria decision making (MCDM) model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) is used to analyze the factors affecting consumers' willingness to adopt the vehicle payment service system in different scenarios. The first stage of analysis was based on the PESTEL model, and the hybrid multi-criteria decision model was used to select the most appropriate factors. In the second stage, a multi-criteria trade-off evaluation method, the Vlsekriterijumska Optimizacija i Kompromisno Resenje (VIKOR), was used to obtain the three main future development scenarios of car payment services from the trade-off ranking. The Decision Making Trial and Evaluation Laboratory (DEMATEL) was used to calculate the relationship and importance of the aspects and criteria, and the weights of the criteria were weighed and evaluated by using the DEMATEL based Analytic Network Process (DANP).Based on the three different scenarios being derived, the most importance criteria influencing consumers' willingness to adopt the service, i.e., performance expectations, usage behavior, social impact, effort expectations, and favorable conditions, were ranked. The results of this study can be used as a basis and analytical framework for the development of car payment systems and as a reference for the development of other payment systems.