投注者對電子化支付導入運動彩券之研究

我國為邁向「智慧國家」目標，訂定了「電子化支付比率五年倍增計畫」，持續推動電子化支付普及措施，積極打造友善的電子化支付環境。2020年受COVID-19影響，台灣運彩在銷售上產生結構性變化，使總銷售額仍站上405億元，其一是因防疫使民眾減少外出，另一則是開始常態性提供電子運動競技項目投注，因而加速提高網路投注比例至30%。除此，資策會研究也發現，有26.9%用戶是因「衛生因素」而續用非接觸式的行動支付交易模式。因此，以科技接受模式 (TAM) 之知覺有用性與知覺便利性，評估網路投注及行動支付的延伸，將成為運動彩券行銷策略重要參考。本研究旨以台灣運彩投注者為研究對象，探討其購買動機、知覺有用性、知覺便利性、非現金支付行為與使用意圖之情形，正式問卷乃透過大台北地區之運動彩券經銷商，採立意抽樣進行問卷調查，共回收有效問卷317份，回收率96%。研究工具包括購買動機量表、電子支付有用性及便利性量表與投注者特性等問項，本研究以描述性統計、內部一致性信度分析、獨立樣本t檢定、單因子變異數分析、皮爾森相關積差分析進行資料處理與分析。研究結果為運動彩券投注者電子化支付之知覺有用性、知覺便利性、與非現金支付行為有顯著的正向關係，因此本研究建議，運動彩券主管機關與發行機構對於運動彩券投注方式可多加應用電子化支付形式，以提升運動產業經濟效益，為投注者打造便利、安全的交易環境。

關鍵字

購買行為；運動賽事；網路投注

並列摘要

In order to move towards the goal of a "smart country", the Taiwan government has formulated a "five-year doubling plan for the electronic payment ratio" to continue to promote the popularization of electronic payments and actively create a friendly electronic payment environment. Affected by COVID-19 in 2020, Taiwan Sports Lottery Company (TSLC) sales have structural changes, and its total sales still stand at NT $ 40.5 billion. One is because the epidemic prevention measures persuade people not to go out, and the other is TSLC starting to provide e-sports sports betting regularly, thus accelerating the increase of the online betting ratio to 30%. In addition, research conducted by the Institute for Information Industry (the III) also found that 26.9% of users continue to use the non-contact mobile payment transaction mode due to "health factors." Therefore, using the perceived usefulness and perceived ease of use of the Technology Acceptance Model (TAM) to evaluate the extension of online betting and offline mobile payment will become an essential reference for sports lottery marketing strategies. The purpose of this research is to take Taiwanese sports lottery bettors as the research object to purchase motivation, perceived usefulness, perceived convenience, non-cash payment behavior, and intention of use. The official questionnaire is conducted through a sample of sports lottery dealers in the Greater Taipei area. A total of 317 valid questionnaires were recovered, with a recovery rate of 96%. The research tools include questions such as the purchase motivation scale, the electronic payment perceived usefulness scale, perceived convenience scale, and the characteristics of bettors. This study uses descriptive statistics, internal consistency reliability analysis, independent sample t-tests, single-factor variance analysis, and Pearson product-moment correlation coefficient for data processing and analysis. The research results show a significant positive relationship between the perceived usefulness, perceived convenience, non-cash payment behaviors and intention of use of electronic payment of sports lottery bettors. Therefore, this study suggests that sports lottery ticket authorities and issuing agencies can use more electronic payment methods for sports ticket betting methods to improve the economic efficiency of the sports industry and create a convenient and safe trading environment for bettors.