影響消費者採用近距離無線通訊行動付款因素之研究

隨著3G、無線上網技術的進步，智慧型手機的普及率也越來越高，進而刺激使用行動付款的消費者數量。而NFC(Near Field Communication)是一種新型的標準化近距離無線通訊技術，其可用於各種資訊交換、讓行動裝置間透過無線網路做連結以及用作控制獲取資訊的密鑰如行動付款、票證與存取控制等，目前在許多國家皆已廣泛使用。因此本研究期望透過學術理論來了解台灣的消費者對於利用行動裝置進行NFC行動付款的採用意願，並進一步探討影響消費者採用NFC行動付款之因素。本研究主要目的在探討消費者對於NFC行動付款的採用行為意圖之影響因素，以整合性科技接受模式(UTAUT)為主要理論架構，並考慮其他可能影響消費者行為模式之因素發展出本研究架構，探討績效預期、努力預期、社會影響、個人創新性、知覺風險、成本與產品涉入對消費者之NFC行動付款採用態度與意願之影響。最後根據研究結果提出結論與建議，以供NFC相關業者參考。而研究分析結果為績效預期、努力預期、社會影響、個人創新與產品涉入對行為意圖皆存在正向影響關係，成本與知覺風險則無顯著影響。

關鍵字

NFC行動付款；整合性科技接受模式；個人創新性；知覺風險；產品涉入

並列摘要

With the continuous progress of 3G and wireless technology, using smart phone becomes more and more popular. The number of consumers paying the bill via mobile payment also increases. Near Field Communication (NFC) is a Short Range Device wireless technology designed to exchange data, initiate connections with other wireless networks and act as a secured smart key for access to services such as cashless payment, ticketing and access control. Now it is widely used in many countries. Consequently, this study will use the science theory to realize consumers’ attitude toward the NFC mobile payment and find out the factors affecting the intention of consumers adopting NFC mobile payment. The main purpose of this thesis is to inquire into the influence factors of the attitude and the adoption behavior of customers about mobile payment, taking 「Unified Theory of Acceptance and Use of Technology」as the main theoretical base. Other factors that may influence customer behavior will be considered when developing the research framework. Inquire how the performance expectancy, effort expectancy, social influence, personal innovativeness, perceived risk, costs and involvement with products influence the attitude and the intention of adopting NFC mobile payment. The empirical results show that performance expectancy, effort expectancy, social influence, personal innovativeness and involvement with products affect adoption intention significantly.