本研究是以科技接受模型分析公股銀行從業人員使用台灣Pay行動支付的影響因素,其中促銷方式為眾多行動支付商最主要的行銷及廣為使用者接受的方式。台灣Pay為國人研發之行動支付,亦為品牌形象特色。因此,探討認知有用性、認知易用性之外還增加促銷方式與台灣Pay品牌形象,探討其對於使用意圖之影響。經由便利抽樣法回收有效問卷236份,以線上問卷方式調查公股從業人員使用台灣Pay情形。根據研究分析結果發現,以科技接受模型說明台灣Pay的有用性與易用性影響公股從業人員的持續使用意圖;台灣Pay的功能性品牌形象在台灣Pay科技接受模型中具有中介效果,但象徵性與體驗性則無;台灣Pay所採用金錢式或非金錢式促銷方式在台灣Pay科技接受模型中間不具有任何調節效果。故從實證研究結果多數支持假設證明「台灣Pay」可做到愈容易使用、結帳更簡單、交易過程更迅速、且提升功能性品牌印象時,都會提升消費者的使用意圖。建構讓消費者使用感受愉悅的台灣Pay支付過程,才能讓更多使用者實際使用而順利達成2025年行動支付使用率90%之政策目標。
This research utilizes the Technology Acceptance Model (TAM) to analyze the influencing factors of state-owned bank employees using Taiwan Pay mobile payment. Among them, consumer promotion is the most important marketing and widely accepted method for many mobile payment providers. Taiwan pay is a mobile payment developed for Taiwanese, a brand image feature. Accordingly, in addition to perceived usefulness and perceived ease of use, this study also adds promotional methods and the brand image of Taiwan Pay to investigate their impact on usage intention. Therefore, this research adopts the convenience sampling method and collects 236 valid questionnaires by an online questionnaire survey to explore what factors affect the state-owned banks' employees using Taiwan Pay mobile payment. The result shows that cognitive ease of use and usefulness affect state-owned bank employees' intention to use mobile payment. Taiwan Pay with the functional brand image mediated on technology acceptance model, but the ones with symbolic and experiential brand image have no effect. The monetary or non-monetary promotions of Taiwan Pay do not have any adjustment effect on the technology acceptance model. Most of the research results support the hypothesis that the easier use, simpler checkout, faster transaction process, and the emphasis on the functional brand image of Taiwan Pay will increase users' intention to use it. Therefore, let consumers easily use the Taiwan Pay payment and make them happy during the process, enabling more users to use it and successfully achieve the policy goal of a "90% mobile payment utilization rate in 2025".