大陸移動支付使用意願之研究：以Apple Pay為例

隨著互聯網的興起和智能手機的出現，人們的生活型態有了很大的改變，其中支付方式已從現金交易到揮手刷卡，再發展到刷手機的方式。移動互聯網的發展，用戶主體從PC端向移動端遷移，使得傳統的網銀受到了挑戰，各種支付APP儼然已成為主要支付工具。近幾年，以支付寶及微信支付等品牌的為代表的二维码支付，已經佔領了大陸大多數城市商家，而Apple Pay則是在2016年2月18日才正式進入中國大陸市場。相較於二維碼支付，Apple Pay則是採用NFC近端支付，以Apple在全球的知名度，是否能跟大陸本土市場的二維碼支付競爭一番呢？由於消費者採用移動支付意味著移動支付行業在某種程度上取得了成功，調查個人採用或拒絕移動支付的原因很重要。因此，本研究以Apple Pay為例，將以科技接受模式為理論基礎，以消費者創新性、網路外部性、知覺風險等自變數，使用意願為依變數，進而透過實證問卷調查，針對中國大陸市場，去探討那些自變數對依變數的影響。易言之，本研究將探討第三方移動支付使用意願之影響因素。本研究以網路問卷的方式進行實證調查，總回收問卷為219份，利用SPSS 23.0版本的統計軟體對問卷進行分析。經過統計檢定結果發現： 1. 知覺有用性、知覺易用性、網路外部性是影響消費者使用Apple Pay意願的主要因素。 2. 消費者對使用Apple Pay的消費者創新性、知覺風險的意願不具顯著影響。 3. 消費者人口統計變數月收入、上網時間在構面上有顯著差異。

關鍵字

移動支付； Apple Pay ；科技接受模式；消費者創新性；使用意願

並列摘要

With the rise of the internet and the emergence of smart phone, people’s style of life have changed a lot, which pay from cash transactions to waving credit card, and then to the brush phone. The development of mobile Internet, the users migrate from the PC side to the mobile side, the traditional online banking has received a challenge, a variety of payment APP as the main payment tool. In recent years, to Alipay, WeChat payment and other brands represented by two-dimensional code payment, has occupied most of the China mainland city business, and Apple Pay was formally introduced to China market in February 18, 2016. Compared to the two-dimensional code payment, Apple Pay is the use of NFC proximal payment, with Apple in the global visibility, whether can it compete in China market with two-dimensional code? Since the use of mobile payment by consumers means that the mobile payment industry has achieved some success, it is important to investigate the reasons for individuals to adopt or reject mobile payments. This study, therefore, takes the Apple Pay as an example, the technology acceptance model as the theoretical basis, using consumer innovativeness, network externality, and perceived risk as independent variables, and the intention to use as the dependent variable, then through the empirical questionnaire survey, for the China market, to explore the effects of those independent variables and dependent variables. In short, this study will examine the factors influencing the intention to use the third-party mobile payment. This research adopted the methods of internet questionnaire survey and there are 219 valid samples were returned. SPSS version 23.0 was utilized to analyze and test hypotheses. After statistical test results, there are some important findings are shown as followings: 1. Perceived usefulness, perceived ease of use, network externality are the main factors that affect consumer intention to use Apple Pay. 2. Consumer innovativeness and perceived risk are not significant impact on consumer intention to use Apple Pay. 3. Consumer demographic variables monthly income, online time in the structure of the significant differences.

並列關鍵字

Mobile Payment ； Apple Pay ； TAM ； Consumer Innovativeness ； Intention to Use

參考文獻

Forrest (2011). Mobile Payments Enter A Disruptive Phase. Forrest.

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Chandra, S., Srivastava, S. C., & Theng, Y. L. (2010). Evaluating the role of trust in consumer adoption of mobile payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 29.

Chen, L. D. (2008). A model of consumer acceptance of mobile payment. International Journal of Mobile Communications, 6(1), 32-52.

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大陸移動支付使用意願之研究：以Apple Pay為例

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