- 期刊
應用科技接受模式探討顧客價值、知覺風險及使用意願之關係－以星巴克的行動支付為例
Investigating Consumers Acceptance Behavior on Mobile Payment by TAM Model
摘要
隨著餐飲業的蓬勃發展，咖啡市場競爭激烈，咖啡幾乎已成為人們日常消費型態中的不可或缺的生活必需品。星巴克於2015年將會員隨行卡與行動支付功能結合，率先推出行動支付Starbucks Card Mobile App的服務，消費者透過行動裝置進行儲值和消費，提高消費的便利性。本研究以科技接受模式、知覺顧客價值及知覺風險三者探討消費者對於行動支付服務使用意願；採用問卷調查法，共回收有效問卷368份，研究結果顯示：一、顧客知覺價值對行動支付使用意願具有顯著正向影響；二、顧客知覺風險與使用意願間具有顯著負向影響；三、科技接受模式行動支付服務的易用性與可用性對於使用態度具有顯著正向影響；四、行動支付服務的使用態度對於使用意願間具有顯著正向之影響。由本研究實證結果可知，提高行動支付的可用性與易用性、提升顧客價值、降低知覺風險將可增加顧客的行動支付使用意願。本研究根據研究結果，進一步提出相關行銷建議以供餐飲服務業者參考。
並列摘要
In 2015, Starbuck Mobile Payment App has been introduced to consumers in Taiwan. Starbucks is the first café to launch the mobile payment system in the F&B industry in Taiwan. The Mobile Payment brings people more convenient checkout process when buying food and beverage. An increasing number of consumers are changing their consume behaviors by using mobile device to pay. However, some people are concern they could exposure themselves to certain risks by using mobile payment. This study aims to gain in-depth understanding of factors that influence consumers' intentions to use mobile payment system. Technology Acceptance Model (TAM) is applied as the theoretical foundation, consumer values and perceived risks are two factors added to investigate the relationships among variables. Quantitative survey questionnaires were distributed to Starbucks consumers for data collection and 368 questionnaires were obtained for further data analyzed. The results indicate that the perceived usefulness and perceived ease of use show a significant positive influence on using attitude. Meanwhile, consumer values show a significant positive influence on consumers' intention of use towards the mobile payment. On the contrary, perceived risks show a significant negative influence on consumers' intention of use. To the end, the practical implications are dressed for reference when developing further marketing strategies.