摘要
本研究以科技接受模型（Technology Acceptance Model，TAM）分析消費者使用「台灣Pay」行動支付的影響因素。由於以價格折扣為眾多行動支付商最主要的行銷及廣為使用者接受的方式，因此，本研究在認知有用性、認知易用性之外還增加價格折，探討使用意圖。本研究採取便利抽樣法，回收有效問卷356份問卷。實證結果發現研究假設:1.認知易用性影響消費者對行動支付的認知有用性；2.認知易用性影響消費者對行動支付的使用態度；3.認知有用性影響消費者對行動支付的使用意圖；4.認知有用性影響消費者對行動支付的使用態度；5.使用態度影響消費者對行動支付的使用意圖；6.價格折扣影響消費者對行動支付的使用態度；7.價格折扣影響消費者對行動支付的使用意圖。以上之驗證結果皆為正向相關顯著影響；「台灣Pay」可做到愈容易使用、結帳更簡單、交易過程更迅速、吸引消費者之價格折扣優惠時，都會提升消費者的使用意圖。因此建構一個能讓消費者使用過程都感受愉悅的「台灣Pay」支付過程，才能讓更多消費者實際使用而順利達成「2025年行動支付使用率90%」之政策目標。 從事農林漁牧之受訪者，對「台灣Pay」的使用與推薦給親朋好友是負有熱誠，服務農林漁牧之相關金融機構，倘能對「台灣Pay」行動支付多加運用，將可減少鑄幣成本及偽鈔風險等益處。
並列摘要
The basic framework of this research utilizes the Technology Acceptance Model (TAM) to analyze the influencing factors of consumers using Taiwan Pay mobile payment. Among them, price discounts are the most important marketing and widely accepted method for many mobile payment providers. Therefore, this research adopts the convenience sampling method and collects 356 valid questionnaires. The empirical results are found in the following research hypotheses: 1. Cognitive ease of use affects consumers' cognitive usefulness of mobile payment; 2. Cognitive ease of use affects consumers' attitudes towards mobile payment; 3. Cognitive usefulness affects consumers' attitude to mobile payment 4. Perceived usefulness affects consumers' attitude towards mobile payment; 5. Usage attitude affects consumers' intention to use mobile payment; 6. Price discounts affect consumers' attitude towards mobile payment; 7. Price Discounts affect consumers' intention to use mobile payment. The above verification results are all positively correlated and significant. Taiwan Pay can make it easier to use, simpler to check out, faster transaction process, and price discounts that attract consumers, all of which will increase consumers' intention to use. Therefore, the establishment of a Taiwan Pay payment process can make consumers feel happy during the use process, which can enable more consumers to actually use it and successfully achieve the policy goal of "90% mobile payment utilization rate in 2025". Respondents engaged in agriculture, forestry, fishery and animal husbandry are enthusiastic regarding using "Taiwan Pay" and recommending it to relatives and friends. For financial institutions which serve agriculture, forestry, fishery and animal husbandry, if they can use the "Taiwan Pay" mobile payment more, it will reduce the cost of coinage and the risks of counterfeit banknotes.