臺北市運動中心消費者對行動支付使用意願之研究

臺北市作為我國首都，因應盛行之運動風氣，分別對12個行政區個別規劃專屬之運動中心，在社區體育發展之中扮演著重要的角色，而政府政策制定與資訊科技的創新開發將會成為臺北市運動中心未來發展之契機。行動科技快速發展，新興的支付方式已成為民眾在消費時多了一項全新的選擇，為順應中央政策，臺北市大部分市民運動中心陸續更新館內支付服務。本研究以臺北市運動中心消費者為研究對象，並透過認知可用、認知易用、使用態度以及認知風險探討其對於新開通的－「行動支付服務」之科技接受度程度、認知風險與使用意願之間的相關性，採用現場問卷發放，共發放480份，有效問卷回收408份，回收率85%，研究工具有消費者背景資料、科技接受模式量表、認知風險量表問卷，並針對研究之四項不同之研究目的著手進行資料處理與分析。研究結果如下：一、於運動中心使用行動支付之消費者以「男性」、「未婚」、教育程度為「大學/專院校」，以「工、商、服務業」且月收入在「30,001~45,000」為主要之使用族群。二、「未婚」消費者在「認知可用性」上顯著高於「已婚」消費者；「女性」、「已婚」、「大學/專院校」之消費者對「認知風險」呈現與其他群組顯著差異。三、「科技接受模式構面」、「認知風險」與「使用意願」間呈現顯著的正相關。四、「科技接受模式構面」、「認知風險」對「使用意願」具有顯著的解釋力。本研究建議業者整合訂場與付款系統、增設使用安全標語並針對使用者需求持續開通不同行動支付軟體，以增加消費者之使用意願，進而提升消費者對於場館服務品質。

關鍵字

運動服務業；認知可用；認知易用

並列摘要

As the capital city of Taiwan, Taipei has 12 sports centers that are located in all districts separately to promote the atmosphere of exercise. These centers play a large role in the physical development of community. Moreover, the policy created by the government and the creative development of information technology will largely affect the future development of the sports centers in Taipei City. With the mobile technology growing rapidly, novel ways for payment have become a brand new option for consumers. According to the policy from the central government, most sports centers in Taipei begin to update their payment service. Based on Technology Acceptance Model (TAM), this research incorporates perceived risks as external variables. The research participants are the consumers of the sports centers in Taipei City, and the purpose of the study is to explore their acceptance degree, perceived risk, and behavioral intention for the mobile payment. In this study, 480 questionnaires were sent and 408 valid ones were retrieved, resulting in a 85% return rate. The research tools include the background information of the consumers, TAM scale, and the questionnaire of perceived risk scale. The researchers utilizes Descriptive Statistics, Independent t Test, One-way ANOVA, Pearson’s Correlation Coefficient, and Multiple Linear Regression to analyze the data. The results are shown below: 1. Among the consumers from the sports centers, the participants who are ‘’male’’, ‘’unmarried’’, ‘’the highest educational level in college/university’’, ‘’industry, business, and service trade’’, or ‘’NTD 30,001–NTD 45,000 average salary per month’’ are the major user group. 2. The performance of the unmarried consumers in perceived usefulness is significantly higher than the score of the married consumers; ‘’female’’ and ‘’married’’ research participants’ performance in perceived risk is significantly than the score of their corresponding group, and the same phenomenon occurs with the consumers who have the highest educational level in university/college. 3. A significantly positive relationship exists between technology acceptance model, perceived risk, and behavioral intention. 4. Both technology acceptance model and perceived risk can effectively and saliently predict one’s performance in behavioral intention. This research suggests that business owners can integrate the place with the payment system, adapt an eye-catching slogan about network security, and continuously develop different mobile payment software according to the demand of their consumers. These strategies can help increase the behavioral intention of the consumers and generate better service quality.