臺灣使用者採用行動支付之因素探討

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黃群倫(Huang Chun-Lun)

指導教授 ： 陳立民

國立政治大學/商學院/企業管理研究所(MBA學位學程)/碩士(2021年)

https://doi.org/10.6814/NCCU202100718

摘要

隨著技術的發展，行動服務對我們日常的生活影響越來越深刻，服務提供商也開始提供有趣且新穎的服務。其中，行動支付Mobile Payment讓使用者無論身在何處或是任何時間都能透過行動設備或是裝置來進行交易並取得商品或服務。
臺灣也隨著行動支付的逐漸普及，各家金融機構也紛紛與行動支付廠商進行合作，提供許多優惠。一般店家也開始提供行動支付付款的行列，除了加速交易進行，亦可在應用程式上推廣店家知名度。
本研究中探討了有關於行動支付服務的相關文獻，分析不同因素對使用者決定是否採用行動支付的影響，另也探討不同類型的使用者是哪些因素影響決定。為了分析行動支付使用者，本研究提出一項行動支付的研究模型，該模型以實用性、易用性為主要影響使用意向的因素，搭配使用者差異（個人創新與行動支付知識）與四項行動支付系統特性（行動性、觸及性、社會影響與信任程度）進行假說檢驗。
結果顯示，使用意向皆受易用性與實用性影響，而受訪者表示觸及性並非他們決定是否採用行動支付之因素。另外，值得一提的是，行動支付的早期採用者對於行動支付的易用性非常重視，而晚期採用者在決定使用行動支付時，易用性與實用性都不在他們的考量範圍內。

關鍵字

行動支付

並列摘要

With recent advances in technology, mobile service has been affecting our daily lives. In addition, mobile service business also starts offering interesting and new services. One of the services is mobile payment which makes users be able to acquire goods or services via mobile equipment wherever they go and whenever they are.
In Taiwan, with mobile payment getting widespread, each financial institution starts cooperating with mobile payment firms. Shops also start allow customers to pay with mobile payment because it can accelerate the pay time and be able to popularize themselves on the apps.
In this thesis, we reviewed literatures about mobile payment services, analyzing how different factors affect users. Besides, we also discussed how different factors affect two types of users, early adopters and late adopters. We use a model which three major factors plus two user differences and four mobile payment characteristics to do hypothesis tests.
The results show that both factors, “Ease of Use” and “Usefulness”, affec factor, “Intention to Use”, yet respondents say that “Reachability” is not the factor they decide to use mobile payment or not. On the other hand, it is interesting to find out late adopters take no importance on either factor, “Ease of Use” or “Usefulness.”

並列關鍵字

Mobile Payment

參考文獻

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