影響店家使用行動支付裝置意願之探討

What Factors Affect Store's Willingness to Adopt Mobile Payment Devices?

蔡群立(Chun-Li Tsai) ； 辛宜芳(Yi-Fang Shin)

《商略學報》 13卷3期 (2021/09) Pp. 201-218

https://doi.org/10.3966/207321472021091303003

摘要

資策會2019年調查發現，消費者曾經取消或停止使用行動支付技術的首要原因為「店家不普遍」（45.7%）。本研究欲從店家的角度出發，透過問卷調查的方式，探討哪些因素會影響店家使用行動支付裝置做為交易工具的意願。以台南重要商圈店家聚焦為全國抽樣的研究對象，我們先與台南安平商圈三家店家進行初訪，以提供商家重要裝置行動支付資訊之參考，以完成本研究的問卷設計與模型建構。透過因素分析法與order probit統計方法，實證結果發現感知有用性、感知易用性、感知性消費者附加價值與市場競爭四項因素對於店家使用行動支付裝置的影響皆是正向且顯著的，而感知風險與成本、供應商間接利益、供應商特質、政府推廣則無顯著的效果。研究結果同時提供政府、與行動支付業者有效的政策及誘因建議，進而達成提升店家行動支付裝置的普及率。

關鍵字

行動支付 ； 店家使用意願 ； 技術－組織－環境模型

並列摘要

The Survey from Institute for Information Industry (2019) finds the main reason consumers ever stopped to use the mobile payment devices is ＂the mobile payment devices are not commonly installed in stores.＂ This paper focuses to investigate the stores, and we distributed survey by ourselves. We extract what factors affect store's willingness to adopt mobile payment devices. Our sample areas cover five important business districts in Tainan city as the proxy size of population of Taiwan. Firstly, we interviewed three stores in the Anpin business area, and which provided us some useful information for constructing the empirical model and designing survey questionnaire. Based on the analysis of principal-component factor, and ordered probit model, our empirical results find perceived usefulness, perceived ease of use, perceived consumer value addition, and market competitiveness are positively associated with store's willingness to adopt mobile payment devices. However, there is no significant evidences to find perceived risk and cost, the indirect interest of service providers, the character of service providers, the promotion of the government as the facts to affect the store's willingness to adopt mobile payment devices. In our paper, we propose government an d industry of mobile payment devices some suggestions and incentives, which are expected to increase the percentage of store's adopting mobile payment devices.

並列關鍵字

Mobile Payment ； Store's Willingness ； Technology-Organization-Environment Model

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