消費者對行動支付使用意圖之研究- TPB 模型觀點

「支付」是金融服務重要核心功能之一。近年來，大量支付創新的興起，隨著行動裝置及聯網設備的普及，使得行動支付程序簡化便利。如何掌握消費者的支付行為，使得行動支付服務更加貼近消費者的生活，贏得青睞是值得深思的議題。因此，本研究運用計劃行為理論，探討在台灣行動支付市場中，消費者的主觀規範、態度和知覺行為控制對使用意圖是否有著顯著的影響，以及在影響過程中，態度扮演的中介角色為何。本研究使用SPSS22.0版與 LISREL 8.71版作為資料分析之工具，透過結構方程模式分析來驗証本研究假說並得出以下結論: 消費者對行動支付的主觀規範，會顯著且直接影響消費者的使用意圖。而主觀規範亦可藉由態度作為中介來強化使用意圖之形成。知覺行為控制對行動支付之使用意圖並没有顯著的影響力，也就是說，行動支付的使用與操作介面的容易與否並不是決定消費者是否會使用行動支付之重要影響因素。最後，根據本研究結論提出之研究發現，行動支付業者應須更著力於行動支付市場的教育推廣及使用體驗，藉由消費者的使用體驗口碑來提高知名度進而提升行動支付的使用率。另外，也建議行動支付相關業者應掌握消費者對行動支付的使用態度，進而提升行動支付的黏著度及消費者使用意願。未來，只要用一支手機就能解決支付的問題。

關鍵字

金融科技；計畫行為理論；電子支付；行動支付；第三方支付

並列摘要

"Payment" is one of the important core functions of financial services.A large number of payment innovations are on the upgrade in the late years.As more and more mobile and LAN devices are getting widespread, it makes the procedure of using mobile payment easier and more convenient.How to grasp the behavior of consumers' payment and let the service of mobile payment be part of consumers' life, will be a considerable topic for mobile payment industry.The purpose of this study discusses the influence of consumer's usage intention of mobile payment through the theory of planned behavior, and the attitude will play an important role of intermediary during the process of influence. This study was employed by SPSS v.22.0 and LISREL v.8.71 software package for data analysis. And on the basis of this research we can reach the following conclusions: Consumers' subjective norm can be positive and significant to influence usage intention of mobile payment. And the subjective norm also can reinforce the formation of usage intention via the mediator of attitude.Nevertheless, the perceived behavioral control has nonsignificant effect to influence consumers' usage intention of mobile payment. That is, it will not be a prime concerned for consumers to use mobile payment, whether or not the operating interface of mobile payment is easy to use. According to the study findings, there are some suggestions can be provided to the firms to improve their marketing strategies. First, the firms should devote more promotions, educations and usage experiences to the market of mobile payment. It can be improved visibility by usage experiences of consumers and further to increase the usage ratio of mobile payment. Second, the firms have to realize and grasp the consumers' attitude on using mobile payment,hence raise up user's stickiness and usage intention to mobile payment. In the near future, just one smart phone can be solved all problems of payment.

並列關鍵字

Fintech ； Theory of Planned Behavior ； Electronic Payment ； Mobile payment ； Third-Party Payment

參考文獻

Bentler, P. M., & Bonett, D. G. (1980). Significance Tests and Goodness-of-Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88(3), 588-606.

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