消費者使用行動支付重視因素之研究

本研究綜合搜集之文獻，對消費者使用行動支付重視因素加以探討；訪談曾使用過行動支付系統之消費者15人進行重視因素彙整，歸納出消費者使用行動支付重視因素共計18項，設計第一階段紙本問卷發放予60位曾使用過行動支付系統之消費者，依其認為重要性加以勾選，在刪除3項因素並合併2項因素後，將剩餘之13項因素歸納為「優惠活動與消費回饋」、「收付款及操作便利」、「異業合作與附加功能」及「符合社會趨勢與流行」，再設計適於層級分析法之問卷型式，亦針對60位曾使用過行動支付系統之消費者進行發放，問卷回收後將資料以統計套裝軟體進行計算，並通過一致性檢定。經由Expert Choice 2000軟體計算而得之消費者使用行動支付重視因素面向權重值分別為「優惠活動與消費回饋」、「收付款及操作便利」、「異業合作與附加功能」及「符合社會趨勢與流行」；而消費者使用行動支付重視因素整體權重值以「消費回饋機制好」、「專屬優惠多」、「付款操作簡便」、「不需交易手續費」及「可兌換商品」為排序前五項，而以「附加功能多寡」、「銀行信用卡合作」、「繳納稅費方便快速」、「跟上潮流與趨勢」及「圖案視覺效果佳」為排序最後五項；本研究據此提出四項具體建議供作參考。

關鍵字

行動支付；重視因素； AHP層級分析法

並列摘要

This study comprehensively collects the literature to discuss the importance factors of consumers using mobile payment; interviews 15 consumers who have used the mobile payment to summarize the importance factors, and summarizes a total of 18 factors that consumers value when using mobile payment. The first-stage paper questionnaire was distributed to 60 consumers who had used the mobile payment, and tick the factors according to their perceived importance. After deleting 3 factors and combining 2 factors, the remaining 13 factors were summarized as " Preferential Activities and Consumption Feedback", "Operational Convenience", "Inter-industry Cooperation and Additional Functions", and "Social Trends and Popularity", and then designed a questionnaire suitable for the analytic hierarchy process, and also targeted 60 people who had used the mobile payment. After the questionnaire is collected, the data calculated by the statistical package software and passed the consistency test. The important factors of consumers' use of mobile payment calculated by the Expert Choice 2000 software are "Preferential Activities and Consumption Feedback", " Operational Convenience", "Inter-industry Cooperation and Additional Functions" and "Social Trends and Popularity"; and the overall weights of factors that consumers pay attention to when using mobile payment top five items are ranked in the order of "Good Consumer Feedback Mechanism", "More Exclusive Offers", "Easy Payment Operation", "No Transaction Fee" and "Exchangeable Products", and the last five items in the ranking are "Number of Additional Functions", "Cooperation with Banks and Credit Cards", "Convenient and Fast Payment of Taxes", "Keep up with Trends" and "Good Visual Effects of Patterns"; Four specific recommendations are made for reference.