臺灣博碩士論文加值系統

由於金融政策的開放，2015年正式成為台灣的行動支付元年，許多專家從而預測行動支付相關應用將會益發蓬勃。相較於諸多國外先進經濟體，目前台灣使用行動支付的消費族群尚屬於少數，行動支付的發展潛力尚待發掘，目前如何改變消費觀念則成了最大挑戰。在眾多產業中，餐飲業的結帳流程遠較於其他產業更為複雜，對新科技與新交易型態的接受度較高，因此餐飲業乃推行行動支付的理想發軔之所。基此，本研究將聚焦於探尋消費者對於在餐飲市場使用行動支付應用程式(APP)之影響因子。目前，GOMAJI PAY已支援超過4,400家店家，因此本研究將以在台灣主打餐廳消費的GOMAJI PAY 作為主要研究平台。

本研究結合科技接受模型與理性行為理論，加上知覺風險以及從眾行為之考量，以探討知覺易用性、知覺有用性、知覺風險、從眾行為、主觀規範、態度等因子對消費者在餐飲活動中使用行動支付APP之意圖。本研究透過在各大網路平台發放問券，回收有效問卷共233份，運用結構方程型塑理論模型並以SPSS 20與AMOS 22進行統計分析。

在餐飲市場中，本研究發現：(1)知覺有用性對消費者使用行動支付APP有正向顯著的影響；(2)消費者使用行動支付APP的態度對使用意圖有正向顯著影響；(3)從眾行為對主觀規範有正向顯著影響；(4)主觀規範對消費者使用行動支付APP使用意圖有正向顯著影響；(5)知覺易用性對消費者使用行動支付APP態度沒有正向顯著影響，此一反常但有趣的發現可能的肇因於現今APP的介面設計輕巧人性化，對於年輕族群都很方便上手，因此他們可能比較不會認知到知覺易用性的影響；(6)知覺風險對餐飲市場中消費者使用行動支付APP態度沒有負向顯著影響，此一發現同樣值得玩味，究其原因，可能是現代的網路交易模式已然成熟，一般民眾認為交易隱私可受到完整金融科技之保護，加以餐飲支付金額泰半屬於小額付款，曝險較低，因此消費者可能比較不會認知到知覺風險。

有鑑於本研究之結果，可以發現消費者對於行動支付APP的接受度是相當正面，行動支付的在台市場前景可期，因此台灣業者應加強教育消費者，無須攜帶累贅的實體貨幣就可以用手機付款，或是利用推薦功能，使用推薦序號就能得到優惠，藉由增加行動支付APP的討論度，進而達到增加使用者的目標。

One may say 2015 is the first year of mobile payments (MPs) in Taiwan due to the changes of the government regulation. Compare with the other states such as China and Kenya, MPs are not very implemented in Taiwan now. Nevertheless, many experts predict MPs will become popular in the near future. Among multiple industries, it is easier for the food and beverage industry to accept new forms of payment technology since its products/services vary a lot and its billing procedures are complex. Providing flexible payment forms helps to improve its service quality. Therefore, the food and beverage industry is a good starting point for Taiwan’s MPs. This research will focus on the influence of the factors on consumers’ attitude about using mobile payment applications (MP APPs) in the industry. At present, GOMAJI PAY take food and beverage industry as their main market and has supported more than 4,400 restaurant in Taiwan, so we use GOMAJI PAY as our targeted case.

Our research combines technology acceptance model with theory of reasoned action, and puts perceived risk and theory of conformity behavior into consideration. We explore the influence of perceived usefulness、perceived ease of use、perceived risk、conformity behavior、subject norm、attitude、intention to use for consumers to accept MP APPs in the dining market. Our research collected the questionnaires on various web platforms and has 233 valid questionnaires in return. The following analysis is done by using SPSS and AMOS.

The results of the study show: (1) there is a positive relationship between perceived usefulness and attitude; (2) there is a positive relationship between attitude and intention to use; (3) there is a positive relationship between conformity behavior and subject norm; (4) there is a positive relationship between subject norm and intention to use. (5) However, there is no positive relationship between perceived ease of use and attitude. It is probably that most of the APP interface designs are so easy to handle for users, that people will not perceived the influence of this factor. (6) There is no negative relationship between perceived risk and attitude. That is because nowadays e-commerce and online trading are common, and financial technology has been applied to ensure the trading privacy. Furthermore, the bill amounts in foods is usually small. Therefore, consumers will not worry the trading risk too much.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 行動支付 5
第二節 理性行為理論 7
第三節 科技接受模型 8
第四節 從眾行為 11
第五節 知覺風險 13
第三章 研究方法 15
第一節 研究架構與假說 15
第二節 各研究變數間關係之探討 16
第三節 操作型定義 18
第四節 問卷設計 19
第五節 資料收集方法 21
第六節 資料分析法 22
第四章 研究結果 25
第一節 敘述性統計分析 25
第二節 信效度檢定 31
第三節 結構方程模型分析 33
第五章 結論與建議 38
第一節 研究結果 38
第二節 學術貢獻 39
第三節 實務建議 40
第四節 研究限制與未來發展方向 40
參考文獻 41
附錄 45

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三、網路文獻
1.資策會 台灣行動支付用戶占整體消費者4.8%
http://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=385
2.資策會 台灣創新支付市場之機會與挑戰
http://mic.iii.org.tw/Industryobservation_MIC02views.aspx?sqno=94
3.電子商務時報 餐飲數位化-餐飲業的現況與未來
http://www.ectimes.org.tw/Shownews.aspx?id=150906165157
4.科技報橘 行動裝置成長速度驚人人們對 App 依賴度提高
https://buzzorange.com/techorange/2012/05/17/ios-android-mobile-apps-nielsen/
5.數位時代 行動購物瘋！半數民眾愛用，15.4%高度滿意
https://www.bnext.com.tw/article/34218/BN-ARTICLE-34218
6.數位時代 台灣人滑手機世界第一，每日平均使用197分鐘
https://www.bnext.com.tw/article/33403/BN-ARTICLE-33403
7.數位時代 GOMAJI明年一月上櫃，預期行動支付2017年可大幅獲利
https://www.bnext.com.tw/article/38301/BN-2015-12-23-191915-143
8.TrendForce蘋果、三星搶進豐富產業生態圈，2016年全球行動支付市場規模達6,200億美元
http://press.trendforce.com.tw/press/20160201-3111.html
9.拓墣產業研究院 行動支付發展現況分析
http://www.topology.com.tw/DataContent/report/行動支付市場發展現況分析/14052
10.IThome Google調查：臺灣人行動購買力冠全球 近7成先研究再買
http://www.ithome.com.tw/article/92144
11.台灣趨勢研究 產業分析：餐飲業發展趨勢(2016年)
http://www.twtrend.com/share_cont.php?id=51