消費者對行動支付知覺創新特性與知覺智慧服務及持續使用意圖之關係

隨著科技進步，手機功能越來越多元，消費者的生活習慣也逐漸在改變，透過手機將個人的信用卡、金融卡、現金儲值卡或帳戶等連結並利用無線通訊技術於實體店面、網路購物或資金移轉等交易行為，也就是行動支付。行動支付的市場逐年成長，業者如何透過行動支付的服務使消費者感到實用、新穎又滿意，消費者又是基於何種因素願意持續使用，因此本研究以IS持續使用模式（the Post-Acceptance Model of Information Systems Continuance）為基礎架構，期許能透過消費者使用行動支付的知覺確認性、知覺相對優勢、知覺相容性、知覺可試用性及智慧服務等相關理論來強化滿意度進而提升持續使用意圖。本研究採用問卷調查法，總共回收383份有效問卷，以曾經使用過行動支付之消費者為研究對象，採結構方程模型進行實證分析。研究結果顯示：（1）消費者使用行動支付的知覺確認性對知覺相對優勢呈現正向顯著影響（2）消費者使用行動支付的知覺確認性對滿意度無顯著影響（3）消費者使用行動支付的知覺相對優勢、知覺相容性與知覺智慧服務對滿意度呈現正向顯著影響（4）消費者使用行動支付的知覺可試用性對滿意度無顯著影響（5）消費者使用行動支付的滿意度對持續使用意圖呈現正向顯著影響。本研究建議，須先了解消費者對行動支付的使用需求，然後對行動支付平台優化升級，提供資訊來協助消費者做購買決策以增加持續使用的意願。研究結果期待能提供金融業與相關產業在行動支付的業務推廣可以更得心應手，以達到吸引消費者持續使用之目的。

關鍵字

行動支付；持續使用意圖；知覺創新特性；知覺智慧服務

並列摘要

Consumers’ habits change along with advancements in technology and increasing functionality of cell phones. The emergence of mobile payments is one of the biggest changes. Credit cards, debit cards, cash stored-value cards, and bank accounts can now be linked to cell phones, and transactions are supported by wireless communication technology, facilitating trades, including online payments for physical stores, online shopping, and fund transfers. With the rapid development of mobile payment technology, it is essential for businesses to improve their incorporation of this technology, ensuring payment practical, innovative, and satisfactory gateways for consumers. Furthermore, businesses need to identify measures that promote consumers’ continuous usage of online payment technology. Therefore, this research adopted the Post-Acceptance Model of Information Systems Continuance as the foundation for ensuring consumers’ satisfaction with and continuous usage of online payment services through theories such as perceived usefulness, perceived compatibility, perceived testability, and perceived smart service. The research data were obtained through questionnaires completed by consumers who had used mobile payment services, and empirical analysis was conducted through structural equation modeling. The study results indicated the following: 1. Consumer’s perceived confirmation of mobile payment has a positive impact on perceived comparative advantage. 2. Consumers’ perceived confirmation of mobile payment has no impact on their satisfaction. 3. Consumers’ perceived comparative advantage, perceived compatibility, and perceived smart service regarding mobile payments exert a positive impact on their satisfaction. 4. Consumers’ perceived compatibility has no impact on their satisfaction. 5. Consumers’ satisfaction with mobile payment services has a positive impact on their continuous usage. In conclusion, this research suggests that businesses should optimize and upgrade their mobile payment platforms according to consumers’ needs and requirements, and the study results provide information that would assist them with their decision-making to increase their willingness for continuous usage. This research seeks to help the finance industry and other related industries achieve the goal of attracting more consumers by perfecting their promotion of mobile payment services.