探討電子票證小額支付轉換行動支付之意願

智慧型手機的發展與成熟，不僅改變了人們的食衣住行，也帶動了經濟貿易的發展，從以往的宅經濟來到了現在的滑經濟。而行動支付時代的開啟，也代表著將取代傳統現金流，成為消費者主要支付方式。過去對於行動支付等的相關研究較著重在其未來的發展性與其跟電子商務之關聯性，較少針對國人對於行動支付之轉換意願與接受程度進行討論。因此本研究採用學者提出的PPM理論模型(Push-Pull-Mooring Model)，依據其推力效果、拉力效果與鎖住力效果，分析各個變數對於轉換意圖之間的影響程度，探究使用者從電子票證小額支付轉換到行動支付的意圖。本研究以網路問卷與紙本問卷作為蒐集資料，共回收150份有效問卷，並利用迴歸分析進行模型的測試與假說的驗證。研究結果發現，使用者的轉換意圖會因為拉力而受影響，也就是使用者的替代品吸引力與便利性會增加其轉換意圖；其次則為推力因素，包含使用者滿意度與信任，當使用者滿意度與信任越高則越容易引發轉換意圖：最後是鎖住力因素，亦即個人創新與產品知識越高越容易產生轉換意圖，但鎖住力因素（個人創新與產品知識）的調節效果在本研究中未達顯著影響。本研究以PPM理論來探究使用者從電子票證小額支付轉換到行動支付之意圖，希望藉此做為未來國內推動行動支付的參考依據。

關鍵字

行動支付；電子票證；人口遷徙理論；轉換意圖

並列摘要

The mature developments of smartphones have not only changed people’s lifestyles but also promoted economic growth which is from Otaku Economy to Slide Economy. However, with the rise of mobile payment, it will become customers’ main method of payment instead of traditional cash payment. In the past, related studies paid more attentions on the expansibility of mobile payment in the future and its relevance to e-commerce. But there are less discussions on compatriots’ willingness of using mobile payment and acceptance. Therefore, this study adopts Push-Pull-Mooring Model to discuss the acceptance of mobile payment in Taiwan. According to its push factors, pull factors and mooring factors, this research explores several variables that will make consumers to switch the traditional payment to mobile payment. The study used both internet and paper questionnaires to collect data. The total effective questionnaires are 150. This research used the regression analysis to test the hypotheses. The conclusions are as the followings. First, users’ switching intentions would be affected by pull factors. In other words, attractiveness of alternatives and convenience would increase transferring intentions. Second, the higher users’ satisfactions and trust are, the easier they will switch to mobile payment. Finally, the higher personal innovations and product knowledge are, the easier they switch to mobile payment. Nevertheless, moderating effects of mooring factors did not significantly influent the switching intentions.