王仕茹Wang, Shih-Ju黃芳茹Huang, Fang-Ju2023-12-082023-06-142023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/40813087125795aa30829b59311bfc5c/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/120229隨著金融科技的快速發展演進，台灣行動支付使用率及普及性已呈現高速成長，2022年台灣行動支付使用人數達2,188萬人，交易金額突破新台幣1,114億元。採用行動支付的為主要消費工具已日益方便，在眾多行動支付品牌中，行動支付平台業者該如何突破重圍持續成長，吸引消費者持續使用將面臨更大挑戰。本研究利用「消費價值理論」試圖發掘消費者在使用行動支付時各項價值之滿足感，是否影響未來持續使用意願，在競爭的環境中，必須要有良好且吸引使用者的價值，才能強化消費者對品牌態度的正面影響，進而提昇未來持續使用意願。將有助於金融業者未來開發衍生性的金融科技附加服務，提升企業價值在消費市場中屹立不搖的重要關鍵。 本研究以「消費價值理論」、「品牌態度」及「持續使用意願」三大構面，組成研究架構，並透過電子問卷，於網路平台進行問卷發放，收集有效問卷295份，並使用SmartPLS進行結構方程式模型(Structural Equation Modeling, SEM)分析。研究結果顯示，消費者感知到行動支付的「功能性價值」、「情感性價值」及「情境性價值」能提升其品牌態度及持續持用意願，其中「功能性價值」與「情境性價值」還會透過提升品牌態度而增進持續使用意願；「新奇性價值」與「社會性價值」無影響力。With the rapid development and evolution of financial technology, the adoption and popularity of mobile payment in Taiwan have shown significant growth. In 2022, the number of mobile payment users in Taiwan reached 21.88 million, with transaction volume exceeding NTD 111.4 billion. Mobile payment has become a primary payment tool, offering increasing convenience. Among numerous mobile payment brands, mobile payment platform operators face the challenge of continuous growth and attracting consumers to keep using their services in an increasingly competitive landscape.s.This research utilizes the "consumer value theory" to explore the satisfaction of consumers regarding various values when using mobile payment and whether it affects their intention to continue using it. In a competitive environment, it is crucial to have good and attractive values that can strengthen the positive impact of consumers' brand attitude, thereby enhancing their intention to continue using it in the future. This research will contribute to the future development of derivative financial technology services by financial institutions and will be a key factor in establishing a strong foothold for enterprise value in the consumer market.This research is based on three main constructs: "consumer value theory," "brand attitude," and "continued usage intention." These constructs form the research framework, and an online survey was conducted using an electronic questionnaire distributed through a web platform. A total of 295 valid questionnaires were collected, and Structural Equation Modeling (SEM) analysis was performed using SmartPLS. The research findings indicate that consumers' perception of "functional value," "emotionalvalue," and "contextual value" in mobile payment enhances their brand attitude and intention to continue using it. Furthermore, "functional value" and "contextual value" also increase continued usage intention by improving brand attitude. However, "novelty value" and "social value" have no significant influence.行動支付持續使用意願消費價值理論品牌態度mobile paymentcontinuance intentionconsumer value theorybrand attitudeetd