隨著通訊科技的進步，讓手機變成每個人日常生活中必備工具之一，近年來熱門的通訊發展在於利用非接觸付款方式與手機結合的應用，稱為近場通訊 (Near Field Communication, NFC) 手機付款。目前近場通訊手機付款在台灣為試用階段，民眾對於近場通訊手機付款也很陌生，在未來民眾若打算使用近場通訊手機來付款時，可能會擔心使用是否有風險的問題，而不敢使用近場通訊手機來付款，造成近場通訊手機付款可能無法被民眾接受使用。本研究主要的研究目的有三：一是探討影響民眾使用近場通訊手機付款意圖之因素。二是探討影響民眾使用近場通訊手機付款之風險來源。三是探討近場通訊手機不同付款機制下，民眾使用近場通訊手機意圖的因素是否不同。本研究結果顯示，「績效風險」、「安全風險」、「科技信任」對民眾「知風風險」成顯著影響，「科技信任」與「知覺風險」對民眾「態度」成顯著影響，「態度」對民眾「使用意圖」成顯著影響。

With the advance of communication technology, cellular phones are getting an indispensable tool for people daily life. The most popular telecommunication tool in recent years is the non-contact mode of payment by cellular phone, such as near field communication (NFC) payment. Currently, cellular payment with NFC is just in the stage of trial and promotion in Taiwan. People in Taiwan are strange to this new technology. This study expects that exploring why people hesitate to adopt cellular payment with NFC will be central to a barrier of disseminating this new technology. The main barrier may come from users’ concern related to risk and trust. Accordingly, this study investigate this issue by answering three research questions, including: (1) What factors will influence the intention of using NFC cellular payment? (2) What kind of risk will hinder people from using NFC cellular payment? (3) Are the main antecedents of intention distinct in several payment mechanisms? The results collecting by an experiment reveal: “Performance Risk, Security Risk” and Technology Trust” are critical factors affecting “Perceived Risk”. “Perceived Risk” and “Technology Trust“ are critical factors affecting “Attitude.” “Attitude”is a critical factor affecting “Use Intention.”

目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 5
1.4 研究範圍 6
第二章 文獻探討 8
2.1 近場通訊技術 8
2.1.1 近場通訊之應用 10
2.1.2 近場通訊手機付款發展現況 12
2.1.3 行動付款之相關研究 21
2.2 付款機制 25
2.3 慎思行動理論 27
2.4 知覺風險 (Perceived Risk) 31
2.5 科技信任 35
2.6 小結 36
第三章 研究模型 38
3.1 研究模型 38
3.2 研究假說 43
3.3 研究構念與操作性定義 52
第四章 研究方法與實驗設計 59
4.1 實驗設計 59
4.2 實驗設定與步驟 62
第五章 資料分析 64
5.1 樣本基本資料分析 64
5.2 信度與效度分析 66
5.3 假說檢定結果 71
第六章 結論與建議 92
6.1 研究結果與討論 92
6.2 管理實務建議 98
6.3 研究限制 100
6.4 未來研究建議 101
參考文獻 103
附錄：正式問卷 113

圖目錄
圖一：研究流程 7
圖二：近場通訊主動通訊模式 9
圖三：近場通訊被動通訊模式 9
圖四：NFC手機付款服務流程圖 21
圖五：慎思行動理論 28
圖六：研究模型 42
圖七：實驗流程 61
圖八：結構方程組模型完全標準化結果 73
圖九：信用卡付款機制檢定結果 78
圖十：儲值卡付款機制檢定結果 79
圖十一：信用卡單筆金額限制在300元付款機制檢定結果 80
圖十二：信用卡單筆金額限制在600元付款機制檢定結果 81
圖十三：信用卡單筆金額限制在1,000元付款機制檢定結果 82
圖十四：儲值卡單筆金額限制在300元付款機制檢定結果 83
圖十五：儲值卡單筆金額限制在600元付款機制檢定結果 84
圖十六：儲值卡單筆金額限制在1,000元付款機制檢定結果 85

表目錄
表一：各類行動付款比較 16
表二：國內外行動付款相關之研究 23
表三：國內外NFC手機相關之研究 23
表四：國內外有關行動付款之知覺風險研究 24
表五：台灣近場通訊行動付款發展現況 26
表六：研究假說彙整 51
表七：財務風險之衡量題項 52
表八：績效風險之衡量題項 53
表九：隱私風險之衡量題項 54
表十：安全風險之衡量題項 55
表十一：知覺風險之衡量題項 56
表十二：科技信任之衡量題項 57
表十三：態度之衡量題項 57
表十四：使用意圖之衡量題項 58
表十五：調查民眾對於金額大小認知之題目 60
表十六：實驗組別表 63
表十七：敘述統計變數的分佈(N=192) 65
表十八：驗證性因素分析之結果與所對應問項 67
表十九：驗證性因素分析之配適度指標 69
表二十：信度與平均變異抽取量 70
表二十一：區別效度分析結果 71
表二十二：驗證性因素分析之配適度指標 72
表二十三：「知覺風險」相關之直接效果假說驗證結果 74
表二十四：「態度」相關之直接效果假說驗證結果 76
表二十五：「使用意圖」之直接效果假說驗證結果 77
表二十六：「付款機制」之調節效果假說檢定結果 87
表二十七：模型結果、付款機制及各組別檢定比較表 87
表二十八：其他NFC手機付款研究與本研究比較表 97

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