探討消費者採用電子錢包之因素與行為模式

A Study on the Factors and Behavior Model of Electronic Purse Payment Service Adoption

高懿柏(Yi-Po,Kao)

指導教授 ： 許端芳

共同指導教授 ： 陳寧馨

長榮大學/管理學院/經營管理研究所(博)/碩士(2008年)

摘要

為改善消費商店人工收費效率及改善因消費人數眾多時的情境，具有智慧卡功能的電子錢包儼然已成為主要趨勢。國內在政府頒布「銀行發行現金儲值卡許可及管理辦法」後相關發卡機構陸續推出電子錢包。雖然電子錢包能為廣大的消費者帶來許多潛在的效益，相關機構亦不餘遺力的推展，然而目前台灣消費民眾採用電子錢包進行消費的比例卻比預期來得低。因此本研究主要的研究目的，係以科技接受模式觀點為理論基礎，試圖了解採用電子錢包的意圖之因素，並藉由這些因素建置一套完善的預測行為之模型。經實證分析結果發現消費者的自我效能、使用態度及主觀規範因素將對電子錢包付款機制之行為意圖有正向顯著影響。此外，知覺有用性、自我效能及相容性將會使用態度有正向顯著影響；而知覺易用性對有用性有正向顯著影響。再者，相容性將正向影響知覺有用性、知覺易用性及自我效能。透過研究結果進一步提出相關發卡機構在電子錢包推廣策略之建議，同時也說明本研究的研究意涵、研究限制與未來研究方向，俾供學術界、實務界以及相關單位機構參考。

關鍵字

電子錢包 ； 科技接受模式 ； 主觀規範 ； 自我效能 ； 相容性

並列摘要

To elevate the efficiency of manual charge in stores and improve the conditions for rapid payment in coping with the mass numbers of consumers, the mechanism of payment in electronic purse featuring the functions of the smart card have been a main trend in Taiwan. The domestic mechanism of payment in electronic purse would see the introduction of such mechanism by banks in succession in the wake of “Regulations Governing Approval of the Issuance of Stored Value Cards by Banks” being put into effect. However, the usage of Electronic Purse did not meet the projected expectation in spite of the advantages of Electronic Purse over traditional money and the companies’ aggressive promotion tactics. This research aims to gain in-depth understanding of the factor’s influencing consumer’s intention to use electronic purse by taking the perspectives of Technology Acceptance Model as the theoretical foundation. Taking domestic consumers as the samples to carry out the questionnaire surveys, findings of this research indicate of self-efficacy、using attitude and subjective norm have shown significant positive influence on the behavior intention towards the mechanism of payment in electronic purse. The result of this study not only provides practical suggestions for Electronic Purse issuing institutions but also presents insightful information, limitation and direction for further research for the fields of education, business, and related stakeholders.

並列關鍵字

Electronic Purse ； Technology Acceptance Mode ； Subjective Norm ； Self-efficacy ； Compatibility

參考文獻

9.劉佳琦（2006），消費者對第三方線上金流付款機制使用意願之研究，國立台中技術學院事業管理研究所，未出本碩士論文。

5.張淳彥（2006），影響消費者採用行動付款因素之研究，國立中央大學資訊管理學系，未出本碩士論文。

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