探討行動支付中功利價值與享樂價值對行為意圖之影響

本研究旨在探討行動支付環境中，感知價值、滿意度及幸福度對行為意圖之影響，並且比較具行動支付使用經驗之使用者及無使用經驗之潛在使用者的兩個群組，找出影響兩群組行為意圖的關鍵因素。我們將感知價值劃分為功利價值及享樂價值，亦將行為意圖依使用經驗區分為(初次)使用意圖及持續使用意圖，提出包含功利價值/享樂價值、滿意度/幸福度及行為意圖等五個變數之模型，並進行實證研究。實證研究中，本研究回收255份有效問卷，具行動支付使用經驗之受訪者佔52.55% (134位)，無使用經驗之潛在使用者則為47.45% (121位)，配合信效度檢驗及PLS-SEM得出模型結果，歸結之發現如下：(1) 比較兩個群組，發現具使用經驗群組相對於無使用經驗群組，有較高之感知價值、滿意度/幸福度及行為意圖，因此，行動支付是對社會有正向影響的科技服務。(2) 功利價值直接影響使用者之(初次)使用意圖；而功利價值與享樂價值則是透過滿意度間接影響持續使用意圖，其中享樂價值影響大於功利價值之影響，此發現亦可解釋實務上之現象：廠商推出新產品、服務及平台到市場上時，一開始先提供方便性、功能、補貼等功利價值吸引使用者，但若是希望使用者長期使用服務，則必須提供享樂價值（愉悅、期待、樂在其中）以提高滿意度，最後形成持續使用意圖。(3) 本研究認為台灣處於行動支付發展前期，受訪者無法連結幸福度與行為意圖，因此幸福度對(初次)使用意圖及持續使用意圖不存在顯著且正向的影響關係。最後，根據研究結果提出學術及實務之相關建議。

關鍵字

行動支付；功利價值；享樂價值；滿意度；幸福度；行為意圖

並列摘要

This research aims to discover the impacts of perceived value, satisfaction and happiness on behavioral intention in mobile payment (m-payment). We also compare the discrepancy between those who have used m-payment service (group 1) and those who haven’t used m-payment service (group 2). The perceived value contains utilitarian and hedonic value. In addition, based on the m-payment experience, we divide behavioral intention into intention and continuance intention to compare the two groups. In the empirical experiment, we collect 255 valid questionnaires. The proportion of group 1 is 52.55% while group 2 is 47.45%. With the examination of reliability and validity, we utilize PLS-SEM to validate the research and obtain conclusions as follows: 1. In comparison of the two groups, the averages of utilitarian and hedonic values, satisfaction and happiness to group 1 are significantly higher than the averages to group 2. Therefore, m-payment has positive impacts on the society. 2. Utilitarian value directly affects intention in group 1while utilitarian and hedonic values indirectly affect continuance intention via satisfaction in group 2. Besides, in group 2, the impact of hedonic value is higher than utilitarian value. It also explains the practical phenomenon: once the service providers launch new service to the market, they should provide convenience, functions, subsidies and so on, which are utilitarian value related, to attract users. However, if they intend to keep users in the services or platforms, they should provide users with pleasure, expect, enjoyment and related hedonic values to raise satisfaction level and finally form the continuance intention. 3. In Taiwan, m-payment is in the beginning of development cycle, so participants cannot make a connection between happiness and behavioral intention in m-payment context. That’s why happiness has no significant and positive effect to behavioral intention. Finally, based on the results, we provide academic and practical implications and suggestions.

並列關鍵字

Mobile Payment ； M-payment ； Utilitarian Value ； Hedonic Value ； Satisfaction ； Happiness ； Behavioral Intention

參考文獻

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探討行動支付中功利價值與享樂價值對行為意圖之影響

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