消費者智慧化行動支付使用意願相關因素之實證性研究

An Empirical Study on the Related Factors of Consumers' Willingness to Use Smart Mobile Payment

梁應平(Ying-Ping Liang)

《東亞論壇》 512期 (2021/06) Pp. 11-20

摘要

根據資策會調查2020年疫情期間，臺灣的行動支付市場與消費者行為變動。有45.5%消費者在此期間，願意優先選用行動支付，有39.9%用戶增加在實體通路的使用頻率、48.2%用戶增加網路購物使用行動支付的頻率。顯示出行動支付的使用將會是一個趨勢，因此本研究透過實證性研究探討影響消費者行動支付使用意願之因素為何。研究樣本以有使用過行動支付的民眾為調查對象。經由皮爾森積差相關係數與多項式層級複迴歸分析後顯示：消費者的知覺易用性與知覺有用性具有正相關性；消費者的知覺易用性與知覺有趣性具有正相關性；知覺有用性、知覺易用性、知覺有趣性與使用意願之關係有顯著的預測力。根據研究結果，本研究亦對後續研究及管理實務提出建議。

關鍵字

消費者智慧化行動支付 ； 科技接受模式 ； 實證性研究

並列摘要

According to a survey conducted by the Institute for Information Technology, the mobile payment market and consumer behavior changes during the 2020 epidemic. During this period, 45.5% of consumers are willing to priority use mobile payment, 39.9% of users increase the frequency of using physical channels, and 48.2% of users increase the frequency of using mobile payment for online shopping. It shows that using mobile payment will be a trend. Therefore, this study explores the factors that affect consumers' willingness to use mobile payment through empirical research. This research sample has surveyed people who have used mobile payment. Through Pearson product difference correlation coefficient and polynomial level multiple regression analysis. It shows that consumers' perceived ease of use and perceived usefulness are positively correlated. Also, consumers' perceived ease of use and perceived interestingness are positively correlated as well. The relationship between perceived usefulness, perceived ease of use, perceived interestingness, and willingness to use have significant predictive power. Based on the research results, this research also makes recommendations for follow-up research and management practices.

並列關鍵字

consumer smart mobile payment ； technology acceptance model ； empirical research

參考文獻

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