臺灣博碩士論文加值系統

各國行動支付產業發展多年，漸成一股不可忽視的趨勢，然在行銷領域的文獻中，有關行動支付之研究，大多僅以科技接受模型來探討消費者對於新科技之接受行為，故本研究除直接探討影響消費者使用行動支付之因素外，並同時研究消費者使用不同支付機制所知覺到的付費痛苦程度差異，進而如何去影響願付價格、購買意願以及評估產品屬性等現象。
為達上述目的，本研究分別建立問卷與實驗兩種方式來蒐集資料，研究一採問卷方式進行，目的為了解影響消費者採用行動支付之因素、不同付費機制所帶來的付費痛苦程度差異，及付費痛苦如何影響消費者評估產品。研究二採實驗方式進行，目的除同樣了解使用不同付費機制對付費痛苦之差別與付費痛苦對產品評估之影響外，尚包含付費痛苦對願付價格、購買意願之影響。
本研究結果發現：
一、 在鞋包服飾、家電用品、家具用品等項目中，使用行動支付較頻繁者，複雜性與成本較易影響其是否採用行動支付。
二、 使用行動支付的受測者所知覺到之付費痛苦，低於現金支付者。
三、 當消費者知覺到較高的付費痛苦，會降低對產品之願付價格。
四、 當消費者知覺到較高付費痛苦，其評估產品時會較重視成本屬性。
據上述結果，本研究建議業者應致力降低行動支付的使用成本與複雜性，以吸引消費者使用，商家採納行動支付之另一優點為，消費者在使用時，所知覺之付費痛苦低於現金支付，可提高消費者之願付價格，此外，感受到較低付費痛苦亦使消費者評估產品時偏向重視利益屬性，故業者在產品設計或宣傳訴求上，可著重於產品的利益屬性，以利於吸引消費者。

Mobile payment has gradually prevailed. But most studies of mobile payment have only discussed consumer acceptance behaviour using the technology acceptance model. This study directly investigated the factors which can affect consumers adopting mobile payment systems. Moreover, this study simultaneously investigated the degree of pain of payment that consumers felt when using mobile payment. We also investigated how pain of payment affects willingness to pay, purchase intention, and product evaluation.
To achieve the above purposes, we developed a questionnaire and conducted an experiment to collect data. Study 1 was the questionnaire. Its purposes were (1) to understand the factors affecting consumers when adopting mobile payment, (2) to determine the different degrees of pain of payment consumers felt with different payment mechanisms, and (3) to understand the influence pain of payment has on product evaluation. Study 2 was conducted experimentally. Its objects, taken from Study 1, were (1) to determine the degree of pain of payment consumers felt with different payment mechanisms, and (2) to understand the influences pain of payment has on product evaluation. The remaining objects of Study 2 contain the affects pain of payment has on the willingness to pay and purchase intention.
The major findings are as follow: (1) Consumers who used mobile payments frequently emphasized cost and complexity regarding clothing ＆ accessories, appliances, and furniture. (2) Consumers using mobile payments perceived less pain of payment than those using cash payments. (3) Consumers had reduced willingness to pay when they felt intense pain of payment. (4) Consumers paid more attention to the cost of product attributes when they felt intense pain of payment.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 付費機制 8
第二節 影響採用付費機制之因素 13
第三節 付款痛苦 19
第四節 付費機制與付款痛苦 20
第五節 付費痛苦與願付價格和購買意願 25
第六節 付費痛苦與產品評估 26
第三章 研究方法 27
第一節 研究架構與假設 27
第二節 研究設計 29
第三節 變數操弄與衡量 31
第四節 實驗流程與問卷設計 37
第五節 資料分析方法 39
第四章 結果分析與討論 41
第一節 資料回收與處理 41
第二節 基本資料敘述性統計分析 42
第三節 研究變數之檢定 45
第四節 行動支付使用者重視之採用因素 47
第五節 不同付費機制對於付費痛苦之影響 53
第六節 付費痛苦對願付價格、購買意願與產品屬性之影響 56
第五章 結論與建議 62
第一節 研究結論 62
第二節 實務建議 64
第三節 研究限制與後續研究建議 65
參考文獻 68
附錄一 73
附錄二 81

【網站部分】
linli（民103年11月12日）。單日交易571.1億，是誰成就了雙11。科技新報。取自：http://technews.tw/2014/11/12/11-11-2/
Our Mobile Planet：台灣【資料檔】。Google。取自：http://services.google.
com/fh/files/misc/omp-2013-tw-local.pdf
台灣網購行為-使用行動裝置消費額大幅成長（民103年4月）。資策會產業情報研究所。取自：http://mic.iii.org.tw/aisp/pressroom/press01_pop.
asp?sno=353＆type1=2
李育璇、張嘉伶(民103年8月)。行動商務這樣做！數位時代，244。
取自：http://www.bnext.com.tw/article/view/id/33580
信用卡(Credit Card)介紹（民98）。財團法人聯合信用處理中心。取自：http://www.nccc.com.tw/NCCC_backend/PaymentcardFAction@forwardToDetail.action
吳沛真（民103）。「台灣寬頻網路使用調查」結果公布【資料檔】。取自：http://www.twnic.net.tw/NEWS4/135.pdf
曾筱媛(民103年7月13日)。行動支付時代即將來臨 手機也成為支付新載具。IThome。取自：http://www.ithome.com.tw/news/88758
彭夢筑(民103年11月12日)。雙11落幕！俄羅斯排名衝第2 全靠批發買皮草？今日新聞。取自http://www.nownews.com/n/2014/11/12/
1502385
陳萍(民102年8月1日)。2020年行動支付將取代信用卡？科技商情。
取自：http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?CnlID=13＆Cat
=10＆id=295143
魏喬怡(民103年8月5日)。攜手美廉社 永豐信用卡獨刷搶市。中時電子報。取自：http://www.chinatimes.com/newspapers/20140805000149-260205
 
【中文部分】
吳萬益、林清河（民80）。企業研究方法。台北：華泰書局。
俞洪亮、蔡義清、莊懿妃（民99）。商管研究資料分析-SPSS的應用
（第二版）。台北：華泰書局。
高國軒（民91）。訊息建構不對稱性與產品屬性對組合產品使用行為之
影響（碩士論文）。國立台灣大學商學研究所，台北市。
黃螢美（民96）。預付型交易顧客續購意願影響因素之探討。（碩士論文）。國立高雄第一科技大學行銷與流通管理所，高雄市。
鄭美枝（民89）。台灣電子付款機制之發展與消費者偏好結構調查
（碩士論文）。國立台灣大學商學研究所，台北市。

【英文部分】
Aaker, J. L., ＆ Lee, A. Y. (2006). Understanding regulatory fit. Journal of Marketing Research, 43(1), 15-19.
Abramovitch, R., Freedman, J. L., ＆ Pliner, P. (1991). Children and money: getting an allowance, credit versus cash, and knowledge of pricing.Journal of Economic Psychology, 12(1), 27-45
Arkes, H. R., ＆ Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior and Human Decision Processes, 35(1), 124-140.
Burnham, T. A., Frels, J. K., ＆ Mahajan, V. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
Chatterjee, P., Rose, R. L., ＆ Sinha, J. (2013). Why money meanings matter in decisions to donate time and money. Marketing Letters, 24(2), 109-118.
Cheema, A., ＆ Soman, D. (2006). Malleable mental accounting: The effect of flexibility on the justification of attractive spending and consumption decisions. Journal of Consumer Psychology, 16(1), 33-44.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
Dick, A. S., ＆ Lord, K. R. (1998). The impact of membership fees on consumer attitude and choice. Psychology ＆ Marketing, 15(1), 41-58.
Faber, R. J., ＆ O' Guinn, T. C. (1988). Compulsive consumption and credit abuse. Journal of Consumer Policy, 11(1), 97-109.
Feinberg, M. (1987). Chemical reaction network structure and the stability of complex isothermal reactors—I. The deficiency zero and deficiency one theorems. Chemical Engineering Science, 42(10), 2229-2268.
Gefen, D., Karahanna, E., ＆ Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.
Gourville, J. T., ＆ Soman, D. (2011). The consumer psychology of mail-in rebates. Journal of Product ＆ Brand Management, 20(2), 147-157.
Hattar, S., Kumar, M., Park, A., Tong, P., Tung, J., Yau, K. W., ＆ Berson, D. M. (2006). Central projections of melanopsin‐expressing retinal ganglion cells in the mouse. Journal of Comparative Neurology, 497(3), 326-349.
Heath, C., ＆ Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of Consumer Research, 38(1), 40-52.
Hirschman, E. C. (1979). Differences in consumer purchase behavior by credit card payment system. Journal of Consumer Research, 6(1), 58-66.
José Liébana-Cabanillas, F., Sánchez-Fernández, J., ＆ Muñoz-Leiva, F. (2014). Role of gender on acceptance of mobile payment. Industrial Management ＆ Data Systems, 114(2), 220-240.
Kim, Y. J., Kang, K. S., ＆ Yokozawa, T. (2008). The anti-melanogenic effect of pycnogenol by its anti-oxidative actions. Food and Chemical Toxicology, 46(7), 2466-2471.
Kim, C., Mirusmonov, M., ＆ Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322.
Krogstie, J., Lyytinen, K., Opdahl, A. L., Pernici, B., Siau, K., ＆ Smolander, K. (2004). Research areas and challenges for mobile information systems. International Journal of Mobile Communications, 2(3), 220-234.
Kubota, Y., Nelson, J. K., Perticone, D., Poling, R., Schrenk, S., Alam, M. S., ＆ Stroynowski, R. (1992). The CLEO ii detector. Nuclear Instruments and Methods in Physics Research Section A: Accelerators, Spectrometers, Detectors and Associated Equipment, 320(1), 66-113.
Liébana-Cabanillas, F. J., Sánchez-Fernández, J., ＆ Muñoz-Leiva, F. (2014). Role of gender on acceptance of mobile payment. Industrial Management ＆ Data Systems, 114(2), 220-240.
Mallat, N., Rossi, M., ＆ Tuunainen, V. K. (2004). Mobile banking services. Communications of the ACM, 47(5), 42-46.
Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. The Journal of Strategic Information Systems, 16(4), 413-432.
Mathews, H. L., ＆ Slocum Jr, J. W. (1969). Social class and commercial bank credit card usage. The Journal of Marketing, 33(1), 71-78.
Mendoza, N. A., ＆ Pracejus, J. W. (1997). Buy now, pay later: Does a future temporal orientation affect credit overuse? Advances in Consumer Research, 24, 499-503.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., ＆ Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879-903.
Prelec, D., ＆ Loewenstein, G. (1998). The red and the black: Mental accounting of savings and debt. Marketing Science, 17(1), 4-28.
Prelec, D., ＆ Simester, D. (2001). Always leave home without it: A further investigation of the credit-card effect on willingness to pay. Marketing letters, 12(1), 5-12.
Raghubir, P., ＆ Srivastava, J. (2009). The denomination effect. Journal of Consumer Research, 36(4), 701-713.
Rogers, E. M. (2002). Diffusion of preventive innovations. Addictive behaviors, 27(6), 989-993.
Schierz, P. G., Schilke, O., ＆ Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, 9(3), 209-216.
Soman, D., ＆ Gourville, J. T. (2001). Transaction decoupling: How price bundling affects the decision to consume. Journal of Marketing Research, 38(1), 30-44.
Soman, D., ＆ Lam, V. M. (2002). The effects of prior spending on future spending decisions: The role of acquisition liabilities and payments. Marketing Letters, 13(4), 359-372.
Soman, D., ＆ Shi, M. (2003). Virtual progress: The effect of path characteristics on perceptions of progress and choice. Management Science, 49(9), 1229-1250.
Soster, R. L., Gershoff, A. D., ＆ Bearden, W. O. (2014). The Bottom Dollar Effect: The Influence of Spending to Zero on Pain of Payment and Satisfaction. Journal of Consumer Research, 41(3), 656-677.
Teo, T. S., ＆ Pok, S. H. (2003). Adoption of WAP-enabled mobile phones among Internet users. Omega, 31(6), 483-498.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.
Thomas, M., Desai, K. K., ＆ Seenivasan, S. (2011). How credit card payments increase unhealthy food purchases: visceral regulation of vices. Journal of consumer research, 38(1), 126-139.
Yang, S., Lu, Y., Gupta, S., Cao, Y., ＆ Zhang, R. (2012). Mobile payment services adoption across time: An empirical study of the effects of behavioral beliefs, social influences, and personal traits. Computers in Human Behavior, 28(1), 129-142.