消費者使用行動支付因素之研究

支付型態正逐步從傳統以現金為主的時代，走向以行動為主要終端的支付時代。除了政府的因素外，從電信業者、金融業者到手機業者等相關領域的營運商，也順應著潮流，紛紛投入發展行動支付服務，但台灣發展腳步似乎顯得緩慢，本研究目的為探討消費者因素對採用行動支付使用意願之關係、使用的誘因研究而促進使用意願增加、從產品創新分析消費者採納行動支付之關鍵因素，希望透過研究結論提出建議供行動支付業者做為參考。本研究以半結構式深度訪談方式，分為專家訪談及店長訪談，將訪談分析結果如下： 1.政府開放時程較慢影響台灣消費者使用行動支付意願非主要因素。 2.電信業者偏重產品設計及產品創新，未評估客戶對產品的認知及客戶的便利需求而降低消費者的使用意願。 3.電子票證的普及性或行動支付的涵蓋率都會影響消費者使用行動支付的意願。

關鍵字

行動支付；使用意願；消費者認知；服務便利性

並列摘要

Payment patterns are gradually shifting from the traditional cash-based era to the era of mobile-pay. Companies from telecom industry, financial industry and mobile phone operators have adapted to the trend and invested in the development of mobile payment services. However, Taiwan’s mobile-pay development seems to be slow. This study tries to explore impact of government’s regulation, telecom practices and consumer perceptions mobile-pay popularity. From the perspective of product innovation, key factors related to the adoption of mobile-pay were studied. Hopefully, it would incentivize and enhance consumers’ willingness to use mobile-pay services. This thesis gathers information through semi-structured in-depth interviews with experts and telecom store managers. The analysis of the interview results are as follows: 1.Governments’ late initiating time is not a major factor affecting consumers' willingness to adopt mobile-pay. 2.The telecom industry put too much emphasis on product design and product innovation, fail to assess customer's perception and convenience needs which deterred consumer's willingness to use mobile-pay. 3.The popularity of e-tickets and the coverage of mobile payments will affect consumers' willingness to pay with mobile.