從現金支付到行動支付——以PPM理論探討台灣消費者支付方式轉換意圖

From Cash Payment to Mobile Payment: A Research on Consumers’ Switching Intention in Taiwan

謝凌立(Ling-Li Xie)

指導教授 ： 許瑋元

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201603392

摘要

金融交易是人們日常生活中不可或缺的一部分，隨著時代的發展，人們的支付方式也一直在發生變化。20世紀90年代，現金和支票是金融交易中最常見的形式，而如今隨著行動裝置時代的到來，行動支付方式成爲又一種新的選擇。

每一次選擇都是一次轉變，但過往研究大多把消費者對於行動支付的採用看作是消費者對於一種新興科技的採用，卻沒有發現消費者對行動支付這種新興科技的採用過程其實是從傳統支付方式向新興支付方式轉換的動態過程，從而忽略了傳統支付方式對於消費者的最終選擇所造成的影響。因此本研究從「轉換」的觀點出發，探討台灣消費者從現金支付方式轉換到行動支付方式的轉換意圖會受到哪些因素的影響。

本研究基於PPM理論提出7條假說，並通過問卷調查法進行分析。分析結果顯示，現金支付的不便性、行動支付的認知易用性、認知有用性及消費者對行動支付的信任對於轉換意圖有正向影響；消費者對現金支付的關係慣性對於轉換意圖有負向影響；而現金支付的耗時性及行動支付的轉換成本對於轉換意圖則沒有顯著影響。

本研究的研究結果表明，台灣消費者目前仍舊習慣使用現金支付，政府需要通過有效措施增加行動支付的吸引力，同時降低消費者對於現金支付的依賴性才能更好地推動行動支付發展。

關鍵字

現金支付 ； 行動支付 ； 轉換意圖

並列摘要

Financial transaction is an indispensable part of our daily life. The methods of payment have been changing over time from cash to the current innovative use of mobile payment.

Most of the previous studies regarded the use of the mobile payment as an adoption of the new technology. They did not find that the adoption of the mobile payment is actually a dynamic process requiring consumers switching from traditional methods of payment to new methods of payment. Therefore, this research wants to investigate that what factors would have influences on the consumers’ switching intention from cash payment to mobile payment in Taiwan.

The research proposes 7 hypotheses based on Push-Pull-Mooring Model. And the hypotheses are empirically tested by survey method. The results show that the inconvenience of cash payment, the perceived ease of use and usefulness of mobile payment and consumers’ trust are positively related to the switching intention. Consumers’ relationship inertia towards cash payment is negatively related to the switching intention. The time consumption of cash payment and the switching cost of mobile payment do not have significant influences on the switching intention.

The research findings indicate that consumers in Taiwan are accustomed to using cash payment. The government needs to take effective measures to increase the attractiveness of mobile payment and reduce consumers’ dependence on cash payment so that mobile payment can be better promoted.

並列關鍵字

Cash Payment ； Mobile Payment ； Switching Intention

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