以創新抵制理論探討消費者行動支付使用之意願

本研究旨在探討消費者對於使用行動支付的意願，以創新抵制理論、及科技接受模式作為本研究主要架構。本研究以結合行動支付相關粉絲專頁及論壇之使用者為研究對象，以立意抽樣方式於網路進行問卷發放，共發放430份，剔除無效問卷後有效問卷共計363份（ 84.41%），回收資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假設驗證。本研究結果如下：（一）以創新抵制理論探討消費者使用行動支付之意願之整體行為模式具有良好的配適度。（二）創新抵制對知覺有用性具顯著負向影響（三）創新抵制對知覺易用性具顯著負向影響。（四）知覺有用性對使用意願具有正向影響。（五）知覺易用性對使用意願具有正向影響。本研究發現行動支付使用者受到創新抵制產生負向影響，降低其使用行動支付有用性及易用性之知覺會負向影響影響後續使用意圖。最後根據研究結果提出實務之策略及建議，供行動支付業者在行銷或服務提供作為參考。

關鍵字

創新抵制理論；行動支付；科技接受模式

並列摘要

This study aims to explore consumers' willingness to use action payments, with innovative resistance theory and technology acceptance model as the main structure of this study. In this study, the users of the related fan pages and forums were selected as the research objects. The questionnaires were distributed on the Internet by means of sampling. A total of 430 questionnaires were distributed. After eliminating the invalid questionnaires, a total of 363 valid questionnaires (84.41%) were collected. The data was hypothesized by descriptive statistics, confirmatory factor analysis and structural equation modeling. The results of this study are as follows: (1) The overall behavioral model of consumers' willingness to use action payment with innovative resistance theory has good compatibility. (2) Innovation resistance has a significant negative impact on perceived usefulness. (3) Innovation resistance has a significant negative impact on perceived ease of use. (4) Perceptual usefulness has a positive impact on the willingness to use. (5) Perceptual ease of use has a positive impact on the willingness to use. This study finds that mobile payment users are negatively affected by innovation resistance, and the perception that the usefulness and ease of use of their actions is negatively affected will affect subsequent use intentions. Finally, based on the research results, put forward practical strategies and recommendations for the action payment providers to provide marketing or service as a reference.