以知覺風險分類行動支付採用者類型

隨著網路科技的發達，逐漸改變人們的生活使用習慣，從現金付款和信用卡的付款模式，到現今行動支付的推出，行動支付的業者陸續引進與發行，像是來自國外的Apple Pay、Line Pay或台灣發行的街口支付、台灣Pay等，逐漸改變台灣人的消費模式。本研究以問卷方式收集，使用決策樹進行分析，以便了解消費者在知曉行動支付有知覺風險時是否會改變使用意願，運用創新擴散理論的五種採用者作為決策樹中的類別，共分為創新者、早期採用者、早期大眾、晚期大眾與落後者作為分析。從過去文獻整合六種知覺風險，分為財務、隱私、性能、時間、心理、安全風險為知覺風險的主軸。問卷樣本總數為401份，其結果顯示女性、年齡為21~30歲使用行動支付的類型主要為創新者與晚期大眾，兩者之間重視隱私、性能風險認知。五種類型有使用行動支付的消費者重視隱私風險的認知，因此行動支付業者對個人資料的保護越為重要。本研究分析全體資料可以得知，在六種知覺風險中，創新者重視行動支付的隱私風險，而晚期大眾重視行動支付隱私與時間風險，由此可知五種類型的消費者會受到六種知覺風險的影響，而改變對行動支付的想法或使用。

關鍵字

行動支付；知覺風險；創新擴散理論；決策樹

並列摘要

With the development of Internet technology, mobile payment methods have been introduced such as Apple Pay, Line Pay, Street Pay, and Taiwan Pay. This study collected data via questionnaires and analyzed with decision trees to discover the importance of perceived risk towards mobile payment. We also used five types of adopters based on innovation diffusion theory as the category in the decision trees, which are innovators, early adopters, early majority, late majority, and laggards. In addition, six kinds of perceived risks were identified from existing literature, including financial risk, privacy risk, performance risk, time risk, psychological risk, and security risk. The results of 401 samples showed that females and participants aged 21 to 30 used mobile payment mainly were innovators and late majority respectively. Both of them pay attention to privacy and performance risks. Participants who used mobile payment and cared about privacy risk can force the companies to enhance the protection of personal data. Among all data of the analysis, we can see that innovators cared about the privacy risk of mobile payment, while the late majority cared about the privacy and time risks of mobile payment. Hence, we infer that five types of participants will be affected by six perceived risks and change the mindset of using mobile payment.