以內外在動機探討行動支付使用行為意圖之研究-台灣與菲律賓跨國比較

随着科技的發展，環保意識抬頭，行動支付的技術日益成熟，無紙化的綠色服務正走入人們日常生活裡，如何推動行動支付服務是各國政府重視的議題。台灣政府制定的新南向政策，目的在延伸台灣內需市場，且台灣有豐富的經驗，值得與鄰近各國合作發展經貿活動，其中行動支付的商業技術，潛藏著龐大的商機。本研究從台菲兩國消費者對於行動支付使用行為意圖出發，以內外在動機(Intrinsic-Extrinsic Motivation)為前提，加上被廣受好評的整合型科技接受模式(Unified Theory of Acceptance and Use of Technology, UTAUT)整理出理論架構，以問卷調查方式收集兩國樣本資料，進行統計分析，以結構方程模型檢驗研究假設，比較兩國研究結果的差異，將實證研究結果為企業推廣行動支付提供建議。本研究主要的研究結論及貢獻如下(1)以內在動機探討影響使用者對於行動支付使用意圖的評估準則，檢驗享樂動機影響UTAUT模型績效預期、努力預期、社會影響以及便利條件的強度。(2)以相同的研究模型進行台菲兩國問卷資料收集與分析，此次台灣實際有效樣本為497份，有效回收率90.36%，菲律賓實際有效樣本為300份，有效回收率92.02%，兩個地區受試者加總問卷有797份，本研究進行比較兩國的差異分析。(3) 研究假設驗證的結果，在台灣方面除了社會影響對使用行為意圖無顯著影響之外，其他的研究假設皆成立。在菲國方面，研究假設驗證結果，除了績效預期以及便利條件對使用行為意圖的影響未達顯著外，其他的研究假設皆成立，兩國的相同點是使用者的享樂動機對使用行為意圖皆有顯著影響。(4) 本研究檢驗中介效果，結果表明，台灣方面的績效預期與努力預期中介效果成立，菲國方面的社會影響中介效果成立。

關鍵字

功利動機；享樂動機；行動支付；整合型科技接受模型；使用行為意圖

並列摘要

As the development of science and technology progress, people are increasingly more aware of environmental issues. Since mobile payment technology becomes more and more mature, paperless green services are entering people’s daily lives. How to promote mobile payment services is a topic where governments all over the world place heavy emphasis on. The new southward policy formulated by the Taiwan government aims to expand Taiwan's domestic demand market. With rich experience in the subject, Taiwan is a worthwhile economic and trade activities partner for neighboring countries. There are enormous business opportunities in Mobile Payment technology. This research started from the Behavioral Intentions of consumers in Taiwan and the Philippines, using Intrinsic-Extrinsic Motivation as premise, coupled with the widely accepted Unified Theory of Acceptance and Use of Technology (UTAUT), to structure the theoretical framework. This study collected samples from the two countries in the form of a questionnaire survey, conducted statistical analysis, used Structural Equation Models to test research hypotheses, compared the differences between the research results of the two countries, and used the empirical research results to provide recommendations for corporations’ promotional activities. The main research conclusions and contributions of this study were as follows: (1) Intrinsic Motivation explored the evaluation criteria that influenced users' intention to use Mobile Payment and examined the intensity of Hedonic Motivation affecting Performance Expectations, Effort Expectations, Social Influences, and Facilitating Conditions. (2) The study used the same research model to collect and analyze the questionnaire data of Taiwan and the Philippines. The actual effective sample was 497 and the effective recovery rate was 90.36% in Taiwan. The actual effective sample was 300 and the effective recovery rate was 92.02% in the Philippines. This study conducted comparison analysis based on the total effective sample of 797 questionnaires. (3) The results of research hypothesis verification, in Taiwan, all research hypotheses were valid with the exception that Social Influence as a factor had no significant effect on Behavioral Intention. In the Philippines, the research hypothesis verification results showed that most research hypotheses were valid with the exception that Performance Expectations and Facilitating Conditions had less significant influence on Behavioral Intentions. The similarity between the two countries was that users’ Hedonic Motivation and Behavioral Intentions both had significant impact. (4) The research results show that mediation effect of Taiwan’s Performance Expectations and Effort Expectations was established, and the Philippine’s Social Influence mediation effect was established.

並列關鍵字

Utilitarian Motivation ； Hedonic Motivation ； Mobile Payment ； UTAUT ； Behavioral Intention

參考文獻

Hsu, M.-H., Ju, T. L., Yen, C.-H., & Chang, C.-M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International journal of human-computer studies, 65(2), 153-169.

Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760-767.

參考文獻