行動支付採用 以信任移轉模式為基礎

Mobile Payment Adoption: A Trust Transfer Model

羅嘉泳(Chia-Yung Lo)

指導教授 ： 張瑋倫

淡江大學/商管學院/企業管理學系碩士班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00734

摘要

近年來，行動裝置的普及使得行動支付得以發展，然而行動支付仍處於產品生命週期的早期階段，有大量的發展空間。信任及保證是採納行動支付的重要因素，人們對新科技往往抱持著不確定性，而行動支付的交易過程牽涉多方，使之更為複雜。因此，瞭解人們採納行動支付的過程，讓人們去相信行動支付，使得廠商能夠做出相應的策略是必須的，但現在的研究大多從科技採用的角度去探討，缺乏從信任方面去探討行動支付的採用。本研究藉由Stewart 於2003年提出的信任轉移模型來分析行動支付採用者的信任行為模式，以五種構面，分析採納者與行動支付的聯繫強度、知覺相似性、信任信仰、外部訊號以及採納意圖。藉由焦點訪談來得知採納者及非採納者之間的差異，並歸納出通則，再以問卷及過去的文獻印證得出的通則，達到三角驗證的效果。研究發現，聯繫強度及知覺相似性較高的人，會有更高的信任信仰，並更容易接受並採納行動支付。而外部訊號則可以直接影響信任信仰以及採納意圖。期望本研究結果可幫助組織在推廣行動支付時，選擇適當的策略模式，並在面對不同的族群時，可以成為決策的參考依據。

關鍵字

行動支付 ； 信任轉移 ； 聯繫強度 ； 知覺相似性 ； 信任信仰 ； 外部訊號 ； 採納意圖

並列摘要

With the popularization of mobile devices in recent years, mobile payment has been widely developed for companies. Despite fast development, mobile payment is still in an early stage of the product life cycle. Trust and assurance are considered crucial factors in mobile payment adoption because of the uncertainty toward the new technology. Besides the uncertainty of the new technology, the transaction of mobile payment involves multi-party, which makes it even more complex. Thus, the understanding of the mobile payment adoption process is necessary for the service providers to formulate a strategy, which convinces potential users that mobile payment is trustworthy. However, most of the previous research focuses on technology adoption instead of trust. This research analyzes the behavioral intention of trust with the trust transfer model proposed by Stewart (2003). The model contains five constructs: number of ties, perceived similarity, trusting beliefs, signals and intention to use. This research deploys the model with focus group to examine the difference of mobile payment adopters and non-adopters. The outcomes will be examined with the questionnaire and previous literature so that the validity and reliability can be robust. The research has found the one with strong number of ties and perceived similarity, participants will have firm trusting beliefs and comfortably incline to mobile payment adoption. Signals can directly affect trusting beliefs and intention to use. The study provides empirical evidence for organizations to draw up a mobile payment marketing strategy. This paper can provide clues for multiple mobile payment strategic decisions.

並列關鍵字

Mobile payment ； Trust transfer ； number of ties ； perceived similarity ； trusting beliefs ； signals ； intention to use

參考文獻

References

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