消費者採用行動條碼作為交易憑證意願影響因素之研究

科技的日新月異，帶動了智慧型手機市場的成長，且加上行動網路的成熟，更加快了數位行銷工具的多元應用，如QR Code之應用。近年來，國內對於QR Code的應用也趨勢多樣化發展，然而在於交易服務領域的應用上，使用的情形也越來越普遍，例如：台灣高鐵、台灣鐵路、綠色博覽會等，有鑑於此，QR Code不再局限於常見的商品資訊查詢、優惠券折扣等功能，而在交易服務領域上的重要性也日益漸增。本研究期盼能以科技接受模式(Technology Acceptance Model)作為研究基礎，並加入知覺風險(Perceived Risk)、信任(Trust)、個人創新性(Individual Innovativeness)、自我效能(Self-efficacy)以及關鍵多數(Critical Mass)等可能影響使用意願之變數，並加以分析及驗證，探討出影響消費者採用QR Code作為交易憑證之意願因素。實證結果顯示知覺有用性(Perceived Usefulness)、知覺風險(Perceived Risk)、信任(Trust)、個人創新性(Individual Innovativeness)及關鍵多數(Critical Mass)對於使用意願(Intention to Use)具有重大影響。

關鍵字

QR Code ；科技接受模式；交易憑證

並列摘要

The technology advancements led the smartphone market growth, and the maturity of mobile internet has driven the diverse applications of digital marketing, such as QR Code. Recently, the applications of QR Code also have diverse developments. There are more popular applications of QR Code in the transactions services such as Taiwan High Speed Rail, Taiwan Railway, Green Expo, etc. Therefore, QR Code is not only used for normal product information, coupons, discounts and other functions, but also becomes an important tools in the transaction services. Based on the Technology Acceptance Model, the study added perceived risk, trust, Individual Innovativeness, self-efficacy, critical mass variables to analyze factors affecting users’ adoption QR Code as transaction certificates. The empirical results show that Perceived Usefulness, Perceived Risk, Trust, Individual Innovativeness, and Critical Mass affect adoption intention strongly.