第三方支付真的好用嗎？－以知覺風險為干擾變數

Is Third Party Payment Really Easy To Use? -The Moderating Effect of Perceived Risk

紀信光(Hsin-Kuang Chi) ； 賴彥廷(Yan-Ting Lai)

《經營管理論叢》 13卷1期 (2018/06) Pp. 67-79

https://doi.org/10.6872/OMR.201806_13(1).0005

摘要

電子商務的蓬勃發展，網路購物的交易方式也日趨多變，其中第三方支付服務的出現，更是帶給我們非常大的影響。然而，第三方支付服務在國外雖已盛行多年，但鑒於其目前在台灣法律規範不甚完備，消費者對其功能及風險問題無法預測的情況下，本研究欲以消費者的角度來瞭解第三方支付服務的使用意願。本研究發出180份問卷，共計回收153份，其中有效問卷數為141份。分析結果發現：一、知覺價值對使用態度具有顯著影響；二、知覺價值對使用意願具有顯著正向影響；三、使用態度對使用意願具有顯著影響；四、知覺風險對使用意願不具有顯著影響；五、使用態度對知覺價值與使用意願存在中介效果；六、知覺風險對使用態度與使用意願具有干擾效果。

關鍵字

網路購物 ； 第三方支付服務 ； 知覺價值 ； 使用態度 ； 知覺風險 ； 使用意願

並列摘要

With the vigorous development of e-commerce, the transactions of online shopping have been increasingly diversified. The rise of the third-party payment even has a significant influence on human beings. However, although the service of the third-party payment has been popular abroad, the existing laws and regulations in Taiwan have not been complete. Consumers are under the situation where the functions and risks of the third-party payment are unpredictable. Therefore, this study intends to understand the usage intention of the third-party payment from the perspective of consumers. Research in general online shopping users for a total of 180 questionnaires were distributed, 153 questionnaires collected, 141 valid questionnaires. The results found that (1) Perceived Value have significant positive impact on Attitude toward Using. (2) Perceived Value have significant positive impact on Usage Intention. (3) Attitude toward Using have significant positive impact on Usage Intention. (4) Perceived Risk have no significant positive impact on Usage Intention. (5) Attitude toward Using have Mediating effect between Perceived Value and Usage Intention. (6) Perceived Risk have Moderating effect between Attitude toward Using and Usage Intention.

並列關鍵字

Online Shopping ； Third-party Payment ； Perceived Value ； Attitude toward Using ； Perceived Risk ； Usage Intention