場景多元、支付多樣與計畫行為理論對行動支付影響之研究

手機的普及化，有更多行為透過手機進行。業者競相投入開發以確保競爭優勢。想要掌握商機，就必須了解消費者的態度與使用意圖，才能更貼近消費者需要的服務。本研究擬探討優惠促銷、場景多元、支付多樣、安全隱私、財務控制、易用性、相容性、從眾行為等因素影響使用行動支付的態度，問卷採用網路方式進行蒐集，回收333份有效問卷，並以Amos21.0及SmartPLS3.0統計軟體進行分析。研究結果顯示場景多元、財務控制、易用性、相容性對於使用態有顯著正向影響；使用態度、從眾行為、支付多樣對於使用意圖有顯著正向影響，而從眾行為、支付多樣會受到優惠促銷的影響。表示消費者在使用行動支付時除了操作簡易、系統相容的基本訴求之外，對於能運用在不同的場景，無需再區分支付工具，有更多場景可使用當然能提高使用意願，以及更便利的繳費稅、線上線下購物付款、轉帳分攤等支付多樣的功能，可以在日常生活中隨手使用，是持續使用行動支付的因素。本研究成果有助於行動支付業者、商家了解消費者實際使用的感受，才可以針對消費者需要的來規劃，來達成三贏的局面。

關鍵字

行動支付；使用意圖；使用態度；優惠促銷；場景多元；支付多樣；安全隱私；財務控制；易用性；相容性；從眾行為

並列摘要

With the popularity of mobile phones, more behavior is done through mobile phones. Operators are scrambling to invest in development to ensure a competitive advantage. If you want to master business opportunities, you must understand the attitude of consumers and the intention to use, in order to be closer to the services that consumers need. In this study, the structural equation Model (SEM) analysis of preferential promotion, scene diversity, payment diversity, security and privacy, financial control, ease of use, compatibility, behavior and other factors affect the use of action payment attitude. The sample is collected by the network, 333 valid questionnaires are recovered, and analyzed by Amos21.0 and SmartPLS3.0. The results show that the scene is multivariate, financial control, ease of use and compatibility effects on the use of attitude. The use of attitude, herd behavior, payment diversity has a significant positive impact on the use of intent, and herd behavior, payment diversity will be affected by preferential promotion. Indicates that consumers in the use of action payments in addition to easy to operate, system-compatible basic claims, for can be used in different scenarios, no need to distinguish between payment tools, there are more fields can use of course to increase the willingness to use, and more convenient payment tax, Online shopping payment, transfer sharing and other payments are diverse, can beused in daily life, is the continuous use of action to pay the factor. The results of this study are helpful for the operators and merchants to understand the actual use of consumers, in order to target the needs of consumers to draw, to achieve a three-win situation.

並列關鍵字

mobile payment ； behavioral intention to use ； attitude ； promotion ； scene diversity ； various ； security and privacy ； financial control ； perceived ease of use ； compatibility ； herding

參考文獻

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.

中文文獻