消費者對行動支付使用意願之研究-知覺價值觀點

近年來隨著行動裝置與行動通訊網路的普及化，人們開始藉由行動裝置來進行交易行為，開啟了行動商務的時代，而在行動商務的所有相關應用之中，以行動支付最為重要。在2015年金管會就喊出台灣行動支付元年的口號，從金融業到科技業，都有不少業者相繼投入研發行動支付行列。而在眾多行動支付的推出下，行動支付業者該如何提升消費者的使用意願，乃是值得探究的議題，因此本研究將針對台灣行動支付市場有關之消費者行為進行探討。本研究問卷發放方式主要透過網路問卷發放，並以LISREL8.71版作為資料分析工具。經由線性結構方程模式驗證研究假說，得知以下結論： 1. 在台灣的行動支付市場中，消費者的功利價值、社會價值、象徵價值皆會顯著影響行動支付的使用意願。 2. 在台灣的行動支付市場中，消費者的知覺價值對行動支付之使用意願的影響過程中，態度扮演著極其重要的中介角色。

關鍵字

行動商務；行動支付；功利價值；社會價值；象徵價值；使用意願；態度

並列摘要

In recent years, with the popularization of mobile devices and mobile internet, people began to use mobile devices to conduct transactions which opening up the era of mobile commerce. And among all the relevant applications of mobile commerce, mobile payment is the most important. In 2015, Financial Supervisory Commission R.O.C. proposed the slogan of first year of Taiwan's Mobile Payment. From the financial industry to the technology industry, many firms have been participate in the development of mobile payment. Under the launch of various mobile payment, how to enhance consumers ' willingness to purchase is a topic to be worth exploring. Therefore, this research will discuss consumer behavior of the market of Taiwan mobile payment. The questionnaire of this research was distributed mainly online which using LISREL8.71 version as a tool of data analysis Also, the research hypothesis were verified by Structural Equation Modeling (SEM) , and the following conclusions were proposed : 1. In the market of Taiwan mobile payment, the utilitarian value, social value, and symbolic value of the consumer can significantly affect the purchase intention of mobile payment. 2. In the market of Taiwan mobile payment, in the process of perceived value affect consumers' purchase intention of mobile payment , attitude plays an important role of a mediator.