探討消費者初次採用行動支付之影響因素–以LINE Pay為例

Research on the Factors that Influence Consumers’ First Adoption of Mobile Payment - Take LINE Pay as an Example

沈逸庭(Yi-Ting,Shen)

指導教授 ： 方郁惠

淡江大學/商管學院/會計學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00176

摘要

行動商務，正悄悄地改變消費者之消費行為與支付習慣。在臺灣行動支付日趨成熟下，LINE，一個與我們生活密不可分的通訊軟體，其旗下所推出的服務–「LINE Pay」，為臺灣消費者最常使用之行動支付。本研究引用Thaler (1985)所提出之「心理帳戶理論」，探討影響消費者考量採用行動支付意願的因素，針對未使用過行動支付之消費者進行分析，探討哪些因素會影響其決定採用與否。本研究主要是以問卷調查法與SPSS、AMOS統計軟體進行量化之研究。研究結果發現：APP效用、交易效用對採用意圖呈顯著正相關；在成本因素中，不確定性成本對採用意圖呈顯著負相關，其餘則為不顯著。

關鍵字

行動支付 ； 心理帳戶 ； 採用意圖

並列摘要

Mobile commerce is quietly changing consumer behavior and payment habits. With the maturity of mobile payment in Taiwan, as a communication software that is inseparable from our lives, LINE’s service “LINE Pay” has become the most commonly used mobile payment software for Taiwanese consumers. This research uses the “Mental Accounting Theory” proposed by Thaler (1985) to explore the factors that influence consumers’ willingness to consider mobile payments. It analyzes consumers who have not used mobile payment before and explores what factors will may affect their decision to adopt mobile payment. This research is mainly based on the questionnaire survey method and the SPSS and AMOS statistical software for quantitative research. The results of the study show that: APP utility and transaction utility are significantly positively correlated with adoption intention; among cost factors, the cost of uncertainty is significantly negatively correlated with adoption intention, and the rest are not significant.

並列關鍵字

Mobile Payment ； Mental Accounting ； Adoption Intention

參考文獻

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.

參考文獻

中文文獻

朱訓麒，2007，消費者線上轉售行為與購買意願之研究–心理帳戶觀點之應用，元智大學管理研究所博士論文。

吳明隆，2010，結構方程式–實務應用秘笈，臺北：五南圖書出版公司。