從知覺風險觀點探討使用經驗及不同品牌對於電子支付使用意願之影響

在資訊科技發展快速，網際網路也隨之進步的現今時代，行動支付及電子支付已成為一種新型態的付款方式，幾乎是人人可以使用的技術，電子商務及網路產業的興起，也讓電子支付的使用率及普及率越來越高，電子支付的市場在台灣可謂潛力無窮，儘管如此，還是有許多人習慣使用現金做為主要付款方式，其中原因可能是對於線上交易的隱私擔憂，或是認為使用智慧裝置操作較為複雜困難等，因此，本研究將針對影響消費者使用意願之知覺風險進行相關探討。此外，過去相關文獻雖針對行動支付風險及使用意願進行研究，然而並無同時針對使用經驗及不同品牌進行整合性研究，面對科技的進步以及消費者的需求，行動支付的種類及品牌皆越來越多樣化，消費者的選擇也越來越多元，因此為達研究目的，本研究結合前述兩者，以知覺風險作為自變數，其中包含財務風險、社會風險、心理風險、功能風險、時間風險、隱私風險六大構面，並將使用意願作為依變數，而除了探討感知風險對於使用意願的影響，同時也加入消費者自身使用經驗以及在使用不同品牌時對其影響的差異。本研究透過問卷設計並進行網路發放調查，收集有效問卷共550份，經由SPSS統計軟體進行後續分析。根據研究調查結果，發現整體而言，消費者在對於影響電子支付使用意願上，「社會風險」、「心理風險」、「功能風險」及「隱私風險」呈顯著影響，而較不在意的「財務風險」、及「時間風險」；在使用經驗以及不同品牌方面，也均有顯著差異。綜合上述的研究結果，了解消費者主要受到哪些知覺風險影響使用意願，也提供電子支付業者及相關單位一些參考依據，期望在未來能夠更加提升整體電子支付服務，並更加全面實現電子支付普及化。

關鍵字

電子支付；知覺風險；使用意願；使用經驗；品牌

並列摘要

In the current era of rapid development of information technology and the progress of the Internet, mobile payment and electronic payment have become a new type of payment method, which is a technology that almost everyone can use. The rise of e-commerce and the Internet industry, It has also increased the usage and popularity of electronic payment. The market of electronic payment in Taiwan has great potential. Despite this, many people are accustomed to using cash as the main payment method. The reason may be the privacy of online transactions. worry, or think that the use of smart devices is complicated and difficult to operate, etc. Therefore, this study will explore the perceived risks that affect consumers' willingness to use. In addition, although the relevant literature in the past has conducted research on mobile payment risks and willingness to use, there is no integrated research on user experience and different brands at the same time. Faced with the advancement of technology and consumer demand, the types and brands of mobile payment are becoming more and more diversification, consumers’ choices are also more and more diverse. Therefore, for the purpose of research, this study combines the above two and uses perceived risk as an independent variable, including financial risk, social risk, psychological risk, functional risk, time Risk and privacy risk are six aspects, and the willingness to use is used as a dependent variable. In addition to discussing the impact of perceived risk on the willingness to use, it also includes whether consumers have their own use experience and the difference in their impact when using different brands. In this study, a total of 550 valid questionnaires were collected through questionnaire design and online distribution survey, and the follow-up analysis was carried out through SPSS statistical software. According to the research findings, it is found that on the whole, consumers have a significant impact on "social risk", "psychological risk", "functional risk" and "privacy risk" in influencing the willingness to use electronic payment, while "social risk", "psychological risk", "functional risk" and "privacy risk" are significantly affected by consumers. Financial risk", and "time risk"; there are also significant differences in terms of experience and different brands. Based on the above research results, we can understand which perceived risks affect consumers' willingness to use, and provide some reference for electronic payment industry and related units. It is expected that the overall electronic payment service will be further improved in the future, and the popularization of electronic payment will be more fully realized.