以科技接受模式與創新擴散理論探討消費者使用行動支付之意願

近年來智慧型手機已成為大家生活中的必需品，進而發展出使用發展出使用“智慧型手機”付款的交易模式。此交易模式比使用現金和信用卡更為方便與快速，這也是行動支付為什麼已逐漸發展起來與融入大家都生活中。然後台灣的行動支付和鄰國相較起來，仍然是屬於不普及的狀態。因此，本研究將基於外生變數，以及延伸性科技模式的觀點，並加入了創新擴散理論，目的在於探討消費者對行動支付之使用意願。本研究發放問卷的方式為使用Google表單建置問卷，受訪者為大台北地區的網路使用者、學校就讀者，以及發放給學區和火車站附近的受測者。本研究共回收了280份問卷，其中8份為無效問卷，故實際有效問卷為272份，有效問卷率達97%。本研究結果顯示，知覺便利性會對知覺有用和知覺易用性有正向影響，知覺易用對知覺有用有正向影響，行動付款信任與風險、企業的生態系統皆對消費者使用行動支付的態度有正向影響。研究顯示，當交易商提高交易過程的安全性和降低資料外洩的風險，以及政府提高完善的法律制度時，消費者就能降低對使用行動支付的風險疑慮和和考慮使用行動支付。而行動支付的功能越方便越能吸引消費者使用，而企業生態對行動支付的支持力度，也是消費者的考慮因素之一。本研究根據研究結果提出研究結論與建議，以提供企業主於未來推廣行動支付付款時採取的商業模式作為之參考。

關鍵字

行動支付；科技接受模式；企業生態；便利性

並列摘要

In recent years, smartphones have become a necessity in everyone’s life including the use of mobile payments. This transaction model is more convenient and faster than using cash and credit cards, helping mobile payments to gradually developed and become integrated into everyone's daily life. Although mobile payments have increased around the world, this technology is still not as popular in Taiwan compared to its neighboring countries. Therefore, based on the perspective of external variables and the extensional technology acceptance model, this study will apply the theory of innovation diffusion to explore consumer need to pay by mobile payment. Google Form was used to create a questionnaire for online users in the greater Taipei area, for university students, and subjects distributed to school districts and train stations. Two-hundred and eighty-two questionnaires were sent out, eight of them were invalid questionnaires, resulting in a recovery rate of 97%. The results showed that perceived convenience has a positive impact on perceived usefulness. Perceived ease of use has a positive effect on perceived usefulness, mobile payment trust and risk. In addition, business ecosystems have positive impacts on attitude toward using. Research also showed that consumers risk of concern for using mobile payment was reduced when the security of transactions was enhanced, risk of data leakage was reduced, as well as improved governmental legal systems. Convenience, and the support for business ecosystems were both considerations of consumers when using mobile payment.