使用行動支付的科技焦慮、社交影響及知覺效益之研究

Examining the Technology Anxiety, Social Influence, Perceived Benefits and Intention Behavior of Mobile Payment Service

施雅薰(Ya-Hsun Shih)

指導教授 ： 黃美賢

嶺東科技大學/商管學院/國際企業系碩士班/碩士(2021年)

摘要

行動支付為新興交易模式，近年來於政府及業者的推動之下，使用率依然不高，本研究認為使用行動支付的科技焦慮可能是主要原因，因此，進行蒐集資料探討消費者使用行動支付之科技焦慮、社交影響、知覺效益、使用態度及行為意向之相關性及關聯性。利用網路問卷調查方式進行抽樣調查，將蒐集到的289份資料進行差異性分析、相關分析及迴歸分析。從文獻探討中歸納出知覺效益的因素分為便利效益、信息效益、經濟效益、社會效益及體驗效益等五個面向，來探討基本變項之消費者對使用行動支付之科技焦慮、社交影響、知覺效益、使用態度及行為意向之相關性及關聯性，且根據研究結果提出提高行動支付使用率的建議。
根據實證研究結果發現：1.消費者對使用行動支付時之科技焦慮對使用行動支付知覺效益確實有顯著負向影響。2.消費者對使用行動支付之社交影響感受對使用行動支付的知覺效益有顯著正向影響。3.消費者對使用行動支付之知覺效益對其使用行動支付的態度有顯著正向影響。4.消費者對使用行動支付之科技焦慮、社交影響、知覺效益對行為意向有顯著影響。5. 不同性別、年齡、教育程度消費者對使用行動支付之科技焦慮都沒有明顯差異，但可支配所得較低者對行動支付的科技焦慮比較低，而使用蘋果品牌手機的消費者對行動支付的科技焦慮也最低。

關鍵字

行動支付 ； 科技焦慮 ； 知覺效益 ； 行為意向

並列摘要

Mobile payment is an emerging payment service. The government and mobile payment service providers are encourage and expand the usage of a mobile payment system, the usage rate is very low. Therefore, this study explores the intention to use is associated with consumers’ technology anxiety, social influences, perceived benefits and attitude of using mobile payment and relevance, the questionnaire survey method is used to conduct a sample survey by online, analyzed by differential analysis, correlation analysis and regression analysis on 289 valid responses were collected.
From the literature discussion that the perceived benefit factors are divided into five aspects: convenient benefit, information benefit, economic benefit, social benefit and experiential benefit, to explore the basic variables of consumers’ technology anxiety, social influences, according to the actual research results, perceived benefit, attitude and intention to use, and suggestions to increase the usage rate of mobile payment based on the research results.
According to the empirical research results, it is found that: (1) Technology anxiety has a negative effect on perceived benefit. (2) Social influence has a positive effect on perceived benefit. (3) Perceived benefit positively impacts attitudes towards mobile payment services adoption. (4) Consumers' technology anxiety, social influences, and perceived benefit of using mobile payment have a effect on intention to use. (5) Consumers with different genders, ages, and education show no significant different perception in the technological anxiety of using mobile payment. However, those who with lower disposable income have lower technological anxiety of mobile payment, while consumers using Apple mobile phones have less technological anxiety in mobile payment.

並列關鍵字

Mobile Payment ； Technology Anxiety ； Perceived Benefit ； Use Intention

參考文獻

一、中文部分：

王馨慧、葉品妘(2019)。「嗶經濟」—行動支付的崛起，高雄高商綜合高商未出版之論文。

王妍文(2017)。82％千禧世代 熱衷App理財，遠見雜誌，新金融特刊，頁17-19。

行政院全球資訊網-新聞傳播處(2019)。加速推動行動支付普及。台北市。

阮氏紅絨(2015)。社會影響對 Facebook 使用者打卡行為之探討，國立臺北科技大學管理學院經營管理研究所之碩士論文。