以科技接受模式探討行動支付對消費者行為的影響

Abstract

摘要 金管會指出2018 年6月發布的最新行動支付交易金額，截至 2018 年 4 月行動支付總金額為 281.3 億元，相對於 2017年同時間成長了60％，顯示臺灣未來的行動支付商機無可限量。 首先，透過科技接受模型研究消費者使用行動支付和服務的意願。並針對行動支付發展的情形，結合創新抵制理論及相關研究檢閱，進而探討出消費者使用行動支付之行為要素。 其次，對於消費者做問卷填答，針對問卷結果量化分析。行動支付消費者行為模型結果如下: (一) 認知易用性正向顯著影響認知有用性；(二) 印象正向顯著影響認知有用性 (三)結果展示性正向顯著影響認知有用性；(四) 認知有用性正向顯著影響使用意願； (五) 認知易用性正向顯著影響使用意願；(六) 任務攸關性正向顯著影響使用意願；(七) 結果展示性正向顯著影響使用意願；(八) 行動支付使用經驗正向顯著影響使用意願。(九) 主觀規範正向顯著影響使用意願；(十) 自主性正向顯著影響使用意願。 最後，針對行動支付，輔以文獻觀點與本研究問卷分析結果，給予行動支付策略上之實務上的建議。

關鍵字:行動支付、第三方支付、科技接受模型、迴歸模型。

Abstract The FSC pointed out that the latest action payment transaction amount issued in June 2018, the total amount of action payment as of April 2018 was 28.13 billion yuan, a 60% increase compared with 2017, indicating that Taiwan's future action payment opportunities are limitless. First, the technology acceptance model is used to study consumers' willingness to use action payments and services. In view of the development of mobile payment, combined with the innovation resistance theory and related research review, we explored the behavioral elements of consumers' use of action payment. Secondly, the questionnaire is answered for the consumers, and the results of the questionnaire are analyzed by sample structure analysis, narrative statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and multiple linear regression analysis. The important results are as follows: (1) Cognitive ease of use significantly affects cognitive usefulness in the positive direction. (2) Impression has a significant positive impact on cognitive usefulness. (3) Results can be positively positively influenced by cognitive usefulness. (4) Cognitive usefulness positively affects behavioral intentions (5) Cognitive ease of use is positive Affecting behavioral intentions (vi) Task-criticality is positively affecting behavioral intentions (VII) Results can be explained to positively affect behavioral intentions. (viii) The experience of using mobile payments is positively affecting behavioral intentions. (9) Subjective norms have a positive and significant impact on behavioral intentions. (10) Autonomy has a positive and significant impact on behavioral intentions. Finally, for action payments, supplemented by literature perspectives and the results of this research questionnaire analysis, practical advice on action payment strategies is given.

Keywords: action payments, third-party payments, technology acceptance models, regression models.