數位生活型態與行動支付APP創新特性暨互動性對使用意願之影響

Impacts of e-lifestyle and Innovation Characteristics of and Interactivity of Mobile Payment APP on Using Intention

李沂芳(YI-FANG LI)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

科技的發展讓消費者在付款上有了新的選擇，行動支付APP提供消費者一種流程上的創新體驗，而這樣新穎的付款方式，正衝擊著消費者的生活型態。依據資策會(2015)調查，消費者下載APP的首要考量為與APP的互動性程度，例如APP會主動提供優惠資訊或回覆問題。因此本研究目的為探討消費者對於創新特性的認知、消費者的數位生活型態認知及行動支付APP互動性認知對行動支付APP的使用意願之影響。
本研究以行動支付APP為研究對象，正式問卷調查則分為下載過APP的朝陽科技大學學生族群與非學生族群，非學生族群以發放網路問卷的方式取得資料。本研究的資料分析為樣本結構分析、樣本敘述性統計分析、信度與效度分析、探索性因素分析、驗證性因素分析、結構模型分析。
主要研究結果包含消費者在行動支付APP創新特性的認知上，對於行動支付APP相對優勢與易用性認知及行動支付APP形象性認知會正向顯著影響行動支付APP使用態度，而消費者的行動支付APP形象性認知及行動支付APP能見性認知則是對行動支付APP使用意願有正向顯著影響。在消費者的數位生活型態認知方面，數位科技產品分享性認知對行動支付APP使用態度有正向顯著影響，而數位科技產品需求性認知為負向顯著影響，最後在消費者的互動性認知方面，則是行動支付APP使用態度與使用意願均有正向顯著影響。本研究結論可提供給行動支付APP業者做為在設計APP的介面或服務流程時參考。

關鍵字

創新特性認知 ； 科技接受模型 ； 數位生活型態認知

並列摘要

With the development of technology, consumers have an alternative on payment. Mobile payment APP provides an innovative experience which has an impact on consumers’ e-lifestyle. In addition, among the factors of taking downloading this APP into consideration, interactivity is the most important one. As a consequence, the purpose of this study is to investigate the effect of consumers’ cognition of innovation characteristics and interactivity of mobile payment APP and e-lifestyle on the intention of utilizing mobile payment APP.
The object of this study is the mobile payment APP. Formal questionnaires can be divided into two group who have experiences in downloading the APP and getting questionnaire by internet, one are students from Chaoyang University of Technology, who and another is non-student mass. This study takes structural equation modeling as mythology to understand the consumer intention.
The major results of study include the consumer’s perception of APP innovation characteristics such as relative advantages of and ease of use of mobile payment APP and image cognition of mobile payment APP has significant and positive impact on the attitude toward using with mobile payment APP. Image cognition and visibility of mobile payment APP have significant and positive impact on the using intention. In terms of e-lifestyle, electronic product sharing and electronic product demand has significant impact on attitude toward using mobile payment APP. Interaction of mobile payment APP has significant and positive impact on the using attitude with and using intention with mobile payment APP. The conclusions of this study can provide suggestions to mobile payment APP developers for designing and improving mobile payment APPs

並列關鍵字

perceived characteristics of innovation ； technology acceptance model ； e-lifestyle

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