知覺價值、品牌形象對於行動支付使用意願影響之研究

隨著科技不斷創新發展，人類的交易模式也不斷改變，在智慧型手機的日益普及及高度發展的通訊科技之下，消費者支付模式也不斷創新。創新模式之下，建立一個讓消費者簡單操作的行動支付系統，將是未來重要的趨勢。因此，本研究將針對台灣行動支付市場，對行動支付用戶與潛在用戶使用意願之影響因素進行相關的探討。本研究採用知覺價值；當中又已Holbrook and Hirschman (1982)所提出的功能價值及享樂價值所提出的兩個面向及品牌形象做為本研究架構的基礎，探討台灣行動支付市場中，民眾對行動支付的「功能價值」、「享樂價值」、「品牌形象」對使用意願的影響，以及態度所扮演的中介角色，同時，探討使用意願是否會因性別不同而有所差異。本研究使用SPSS 22.0版與LISREL 8.71版做為資料分析之工具，透過結構方程模式分析來驗證，並得出以下三點結論：一、台灣的行動支付市場，態度對於使用意願扮演著完全中介角色，是影響用戶使用意願的關鍵前因二、使用行動支付時，功能價值對用戶的使用意願影響最深三、在台灣的行動支付市場中，確實會因性別不同，使用意願也會有所差異

關鍵字

行動支付；知覺價值；品牌形象；態度；使用意願；性別

並列摘要

With the growing innovation and development of mobile phone Internet technology, the transaction process is constantly changing. Furthermore, With the growing innovation, creating an easy operating environment for mobile payment would be an important trend in the future. This study, therefore, aims to investigate mobile payment market, in Taiwan and discuss the factors affecting mobile phone users and potential users’ willingness to pay with their mobile devices. The research was conducted on the basis of the perceived value, especially the utilitarian and hedonic value proposed by Holbrook and Hirschman, and discussed whether the utilitarian value, hedonic value and brand image affect people’s willingness to pay with mobile devices in Taiwan market. Meanwhile, it discussed whether there are differences between gender gaps. The data was analyzed by SPSS version 22.0 and LISREL version 8.71, which is verified by structural equation model analysis and draws the following three conclusions: 1.Attitude plays an important intermediary role which is the key precedent of influencing users' intentions toward mobile payment market in Taiwan. 2.Utilitarian value has an impact on the users’ intention to use when using mobile payment. 3.The research shows the differences between gender gaps.