透過您的圖書館登入
IP:3.235.120.24
  • 學位論文

以整合性科技接受模式與品牌延伸觀點探討行動支付使用意圖-以LINE Pay為例

Adopting the Perspectives of UTAUT and Brand Extension to Explore the Intention to Use Mobile Payments: A Study of LINE Pay

指導教授 : 李國瑋
共同指導教授 : 黃彥智(Yen-Chih Huang)
本文將於2024/07/22開放下載。若您希望在開放下載時收到通知,可將文章加入收藏

摘要


隨著智慧型手機的普及與行動商務的蓬勃發展,行動支付的普及率也逐漸上升,各大業者也積極的在行動支付市場中布局,因此探討影響消費者使用行動支付的因素,也成為了重要的議題。過去探討行動支付使用意圖的相關研究,大多著重於系統的有用性、易用性、安全性等,較少研究以品牌延伸觀點來探討行動支付的使用意圖,因此本研究以Venkatesh et al. (2003)提出的整合性科技接受模式為基礎結合品牌延伸觀點,來探討使用者對行動支付的使用意圖,並以LINE旗下的行動支付LINE Pay為例。 本研究研究對象為有意願或實際使用行動支付之使用者,並採用便利抽樣法進行網路問卷發放。總計收回410份問卷,扣除無效問卷後共得有效問卷391份,有效回收率達95.4%。分析結果顯示:(1)績效期望、努力期望與信任對行動支付使用意圖有正向顯著影響。(2)母品牌知覺品質對延伸服務知覺品質與知覺契合度有正向顯著影響。(3)知覺契合度對延伸服務知覺品質有正向顯著影響。(4)母品牌知覺品質會透過知覺契合度的中介效果顯著影響延伸服務知覺品質。(5)延伸服務知覺品質對行動支付使用意圖有正向顯著影響。除了系統的優化外,透過品牌延伸的方式也可以提高使用者對行動支付的使用意圖,本研究結果提供給行動支付業者執行策略時之參考。

並列摘要


With the thriving development of smartphones and mobile businesses, the penetration of mobile payment has gradually increased, and major companies in the industry have developed action plans in the mobile payment market. Therefore, exploring what factors affect consumers’ use of mobile payment has become an important issue. Prior research on the intention of using mobile payment has mostly focused on the system’s usefulness, ease of use, and safety. However, a little research has examined the intention of using mobile payment from a brand extension perspective. Accordingly, this research uses the Unified Theory of Acceptance and Use of Technology (UTAUT) proposed by Venkatesh et al. (2003) as a theoretical foundation and incorporates the perspective of brand extension to analyze user intention regarding mobile payment and LINE Pay, a mobile payment service developed by LINE Corporation. The empirical setting is people who intend to use mobile payment or actively use it. Using convenience sampling, this study distributed the questionnaire over the Internet. In total, 410 questionnaires were collected, of which 391 were valid after removing invalid responses; the effective response rate was 95.4%. After analyzing the data, the results show: (1) performance expectancy, effort expectancy, and trust have a significantly positive effect on the intention to use mobile payments; (2) the perceived quality of the parent brand has a significantly positive effect on the perceived quality of the extended service and the perceived fit; (3) the perceived fit has a significantly positive effect on the perceived quality of the extended service; (4) the perceived quality of the parent brand influences the perceived quality of the extended service through the mediation effect of the perceived fit; (5) the perceived quality of the extended service has a significantly positive effect on the intention to use mobile payments. Collectively, apart from optimizing the system, brand extension can also increase users’ intention to use mobile payments. The findings in this research can be referenced by companies that provide mobile payment services while executing strategies.

參考文獻


洪新原、梁定澎、張嘉銘(2005)。科技接受模式之彙總研究。資訊管理學報,12(4),211-234。
Shin, D. H. (2009). Towards an understanding of the consumer acceptance of mobile wallet. Computers in Human Behavior, 25(6), 1343-1354.
Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in human behavior, 26(4), 760-767.
中文部分
任維廉、呂堂榮、劉柏廷(2009)。科技接受行為模式之整合分析-三個主要模式之比較。MIS REVIEW:An International Journal,15(1),101-138。

延伸閱讀