以科技接受模式探究消費者對Pi拍錢包支付使用意願影響之研究

台灣較具規模的電子商務集團｢PChome(網路家庭)｣，旗下的Pi拍錢包支付使用場景從網路購物跨足實體，包含路邊停車費、電信費、電費、水費、信用卡、便利超商､特力屋､HOLA､敏勝醫院，以及玉山銀行聯名卡等。有鑑於此，激發了本論文試圖進一步瞭解消費者對使用Pi拍錢包支付的意願。本研究以科技接受模型探討影響Pi拍錢包支付之因素。本研究貢獻在於目前相關研究探討影響Pi錢包使用意願的原因相對較少，在中國大陸淘寶網是支付寶的重心之一，然而在台灣PChome亦是pi錢包的重心，兩者之間具有相似性。顯示此類議題有探討的重要性。本研究匯整上述變數之相關文獻並做關聯性探討，針對國內使用者，以便利抽樣方式進行問卷調查，共回收375份有效問卷，進行樣本組成分析､敘述性統計､信度分析､效度分析､T檢定､單因子變異數分析及結構方程式等。分析後獲得結論如下:1.pi錢包的企業形象對知覺風險有顯著負向影響。2. pi錢包的企業形象對信任度有顯著正向影響。3. pi錢包的企業形象對知覺有用性顯著正向影響。4. pi錢包的企業形象對知覺易用性有顯著正向影響。5. pi錢包的知覺易用性對知覺有用性有顯著正向影響。6. pi錢包的知覺有用性對使用態度有顯著正向影響。7. pi錢包的知覺易用性對使用態度有顯著正向影響。8. pi錢包的知覺風險對使用態度有顯著負向影響。9. 使用pi錢包的信任度對使用態度有顯著正向影響。10. pi錢包的使用態度對使用意願有顯著正向影響。

關鍵字

企業形象；知覺有用性；知覺易用性；知覺風險；信任度；使用態度；使用意願

並列摘要

Taiwan's sizeable e-commerce group, "PChome (Internet Home)", has crossed over from online shopping to physical stores shopping for Pi Wallet Payment, including roadside parking fees, telecommunication bills, electricity bills, water bills, credit cards, convenience superstores, Telly House, HOLA, Min Sheng Hospital, and Yushan Bank co-branded card. In light of this, this thesis is inspired to try to further understand consumers' willingness to use Pi Wallet Payment. This study explores the factors that influence Pi Wallet Payment using a technology acceptance model. The contribution of this study is that there are relatively few relevant studies that have examined the reasons that affect the willingness to use Pi Wallet. There are similarities between Taobao, which is one of the key focuses of Alipay in mainland China, and PChome, which is also the key focus of Pi Wallet Payment in Taiwan. This shows the importance of exploring such issues. In this study, the literature on the above variables was compiled and correlations were explored. 375 valid questionnaires were collected by convenience sampling for domestic users, and sample composition analysis, narrative statistics, reliability analysis, validity analysis, t-test, one-way analysis of variance, and structural equations were conducted. The following conclusions were obtained after analysis:. 1. Pi Wallet's corporate image has a significant negative effect on perceived risk. 2. Pi Wallet's corporate image has a significant positive effect on trust. 3. Pi Wallet's corporate image has a significant positive effect on perceived usefulness. 4. Pi Wallet's corporate image has a significant positive effect on perceived ease of use. 5. Pi Wallet's perceived ease of use has a significant positive effect on perceived usefulness. 6. Pi Wallet's perceived usefulness has a significant positive effect on attitude toward use. 7. The perceived ease of use of the Pi Wallet has a significant positive effect on attitude toward use. 8. The perceived risk of Pi Wallet has a significant negative effect on attitude toward using it. 9. Pi Wallet trust has a significant positive effect on attitude toward use. 10. Pi Wallet usage attitude has a significant positive effect on usage intention.