行動支付使用意圖之研究

在隨著時代的腳步與科技的進步下，行動裝置和金融科技的發展加速了行動支付市場的成長，加上新冠疫情的衝擊，消費者的付款方式愈來愈趨向零接觸支付，根據資策會(MIC)的資料顯示，目前國內行動支付人數普及率從2017年的39.7%上升到2021年的72.2%，呈現了非常快速的擴張，除此之外，國家發展委員會也希望行動支付在2025年的普及率要達到90%，顯示臺灣行動支付市場目前正在蓬勃發展中，發展潛力不容小覷，而行動支付平台百家爭鳴，要如何強化消費者對行動支付的使用意圖，是各個行動支付平台需關切的重要議題。本研究以Venkatesh(2003)提出之整合科技接受模型(UTAUT)及Rogers Shoemaker(1971)提出之創新性來探討努力預期、社交影響、促成條件及創新性是否會影響消費者對行動支付的使用意圖，並納入績效預期和態度兩個中介變數，探討努力預期是否需經過此兩個中介變數才能影響使用意圖，也同時探討行動支付之相關使用意圖是否會因為社會人士和學生兩種不同類型的使用者而有顯著差異。本研究以結構方程式進行資料分析，並得出以下三點結論：一、在臺灣行動支付市場中，努力預期、社交影響及創新性會顯著影響消費者對行動支付的使用意圖，促成條件對行動支付的使用意圖則無顯著影響力。二、在臺灣行動支付市場中，努力預期在影響消費者使用意圖的過程中，績效預期和態度兩個變數確實扮演關鍵的中介角色。三、在臺灣行動支付市場中，學生、社會人士兩種不同族群在使用行動支付上確實會展現出不同的關切點。

關鍵字

行動支付；整合科技接受模型；努力預期；社交影響；促成條件；創新性；績效預期；態度；使用意圖

並列摘要

With the rapid development of mobile devices and fintech, the growth of the mobile payment market has been accelerated. Moreover, the impact of the COVID-19 pandemic has also led to an increasing trend towards contactless payment among consumers. According to MIC, the mobile payment penetration rate in Taiwan has increased from 39.7% in 2017 to 72.2% in 2021. Additionally, the National Development Council aims to achieve a 90% penetration rate of mobile payment by 2025, indicating the enormous potential and promising development of the mobile payment market in Taiwan. Therefore, it is crucial for mobile payment platforms to focus on strengthening consumer intention to use mobile payment. This study employs Venkatesh's (2003) Unified Theory of Acceptance and Use of Technology (UTAUT) and Rogers Shoemaker's (1971) innovativeness to investigate the impact of effort expectancy, social influence, facilitating conditions, and innovativeness on consumers' intention to use mobile payment. Moreover, performance expectancy and attitude are incorporated as mediating variables to examine whether effort expectancy needs to pass through these two mediating variables to affect usage intention. Additionally, this study explores whether there is a significant difference in usage intention between social people and students, who are two different types of users of mobile payment. Based on structural equation modeling (SEM) analysis, this study draws the following three conclusions: 1. In the mobile payment market in Taiwan, effort expectancy, social influence, and innovativeness significantly affect consumers' intention to use mobile payment, while facilitating conditions have no significant impact. 2. In the mobile payment market in Taiwan, performance expectancy and attitude indeed play critical mediating roles in influencing consumers' usage intention through effort expectancy. 3. In the mobile payment market in Taiwan, social people and students exhibit different concerns when using mobile payment.

並列關鍵字

Mobile payment ； UTAUT ； effort expectancy ； social influence ； facilitating conditions ； innovativeness ； performance expectancy ； attitude ； usage intention