影響消費者對行動支付使用意願之研究–從品牌延伸與科技接受度切入

目前台灣市面上的行動支付APP種類五花八門，所提供的服務及應用商家都不同，消費者絕對是無法適從，目前台灣有連鎖銷售通路如7-11、全聯、頂好、美聯社是消費者喜愛購物場所，台灣連鎖便利商店及超市業者應該大力發揮自身品牌影響力來經營行銷傳播來傳遞行動支付服務的方便，有鑑於此才要做此研究。 Rouse（2014）行動支付定義為一種銷售點的付款，通過移動裝置，行動電話、智慧型手機、PDA進行銷售點的付款。Kotler（2000）將品牌延伸定義為：品牌延伸為沿用某一既有且成功的品牌名稱，推出新產品、改良產品或其他產品。Davis（1993）科技接受度認為態度是影響使用者行為的重要因素，主張知覺有用性和知覺易用性會影響使用科技的態度。本研究以台灣地區各產業之就業人口為研究對象，採用便利抽樣方式發放網路線上問卷，發放問卷時間為2019年2月12日至2019年3月7日，回收共416份有效問卷，研究的結果分析如下： 1.假設一:品牌延伸對行動支付使用意願有顯著正向影響獲得支持。 2.假設二:科技接受度對行動支付使用意願有顯著正向影響獲得支持。 3.消費者不同人口統計變項在科技接受度、品牌延伸、使用意願具有部份顯著差異；其中僅以科技接受度與使用意願對於消費者不同人口關係具有顯著差異。台灣連鎖便利商店、超市業者及政府藉由本身品牌影響力，提供消費者行動支付平台，可以依據顧客的購買習慣設計促銷優惠，讓客戶購買商品快速安全服務，來提高行動支付使用的機率。

關鍵字

品牌延伸；科技接受度；使用意願

並列摘要

Nowadays, there is a variety of mobile payment APPs in Taiwan, and which provide many different services and applications. Consumers are confused and unable to choose from which store or from which mobile payment APP. Currently, there are many chained channels in Taiwan, such as: 7-11, Pxmart & Simplemart, are popular by most consumer. Taiwan chained convenience stores and supermarket managements should vigorously emphasize to maximize their marketing communications to convey the convenience of mobile payment services, This is the purpose of this research. Rouse (2014) Mobile payment is defined as a point of sale payment, through mobile devices, mobile phones, smart phones, PDA for point of sale payment .Kotler (208) defines brand extension as follows: brand extension follows an existing and successful brand name, launches new products, improves other products. Davis (1993) holds that attitude is an important factor affecting users'behavior, and advocates that perceived usefulness and perceived ease of use will affect attitudes towards using technology. This study took the employment population of various industries in Taiwan as the research object, and uses the convenient sampling method to issue online questionnaires. The questionnaires were issued from February 12, 2019 to March 7, 2019, and a total of 416 valid questionnaires were collected. The results of the analysis are as follows: Hypothesis 1 is supported： "Brand extension" has a positive impact on "willingness to use mobile payments." Hypothesis 2 is supported： "Technology Acceptance" has a positive impact on " willingness to mobile payment ". Hypothesis 3 is supported： According to different demographic variables of consumers, there are partial differences in "Technology Acceptance", "Brand Extension" and "Use Willingness". Among them, only "technical acceptance" and "willingness to use" have significant differences in the different demographic relationships of consumers. Taiwanese chain convenience stores, marketers and the government, with their own brand influence, provide consumers with mobile payment platforms. They can design promotional concessions according to customers' buying habits, so that customers can purchase goods quickly and safely, so as to improve the probability of mobile payment. Key words: brand extension, technology acceptance, willingness to use

並列關鍵字

Technology acceptance model ； Brand extensions ； Using intention

參考文獻

Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal of Man-Machine Studies, 38(3), 475-487.

Shin, D. H. (2009). Towards an understanding of the consumer acceptance of mobile wallet. Computers in Human Behavior, 25(6), 1343-1354.

一、中文部分