臺灣博碩士論文加值系統

隨著科技的發展，人們對智慧型手機的依附著度隨之增高，付款方式也日新月異。從古早的以物易物，到發行公認的現金貨幣，隨著手機的蓬勃發展，付款方式也漸漸轉為手機支付，人們的生活型態漸漸的轉型，行動裝置帶給人們前所未有的便利性。

中國大陸是世界上使用行動支付人數最多的國家，隨著物聯網的發達，中國人出門只需要帶一隻手機，任何事情都可以用手機執行，行動支付漸漸已成為大陸人民不可或缺的工具。當科技技術已經準備好時，相較於其他亞洲國家，行動支付在台灣的發展比較緩慢， 消費習慣仍舊停留在現金與信用卡，因此，本研究將以中國大陸的微信銭包為範例，探討行動支付發展的成功關鍵因素，為將來投入台灣行動支付市場的借鏡與參考。

本研究以科技接受模型為主，探討人類對於新科技的反應與接受模式，並加入知覺安全性、從眾行為、折價三個自變數，探討消費者對使用意圖以及實際使用的影響與關聯。利用「問卷調查法」在網際網路與社群平台進行研究資料的蒐集，總計回收有效樣本數達三百一十六份，並透過SPSS與PLS進行資料分析，以檢驗研究假說。研究結果發現：知覺有用性、知覺易用性、知覺安全性、折價與從眾行為皆對使用意圖有顯著影響。

With technology advanced, people tend to consume more and more time on mobile phone. The paying tool has been diversified from barter, cash to mobile payment. The method of payment has been transformed to mobile. It brings much convenience to people. China has become the largest and fast-growing market for mobile payment. Wechat is the most popular social application in China. Since Chinese people began accepting mobile payment, Tencent Company has been successfully leveraging users to Wechat wallet. In this research, Wechat wallet is a case to discover key factors for consumer’s acceptance and to find out which factors make impact on mobile payment for Taiwanese market.

The research contributes to technology acceptance model. Perceived security, herd behavior, discounts are added as extra variables for further analysis. These variables are discussed the effect for behavioral intention to use and actual use. The collection of survey was conducted through the Internet and social media platform. The valid survey samples are three hundred and sixteen. Hypotheses are verified through SPSS and PLS software. According to the result of data analysis, perceived usefulness, perceived ease of use, perceived security, herd behavior, discounts are positively related to behavioral intention to use and actual use.

論文審定書………………………………………………………………………………………………….......i
Chinese Abstract..................................................................................................................................ii
English Abstract..................................................................................................................................iii
Content....................................................................................................................................................iv
Figure of Content...............................................................................................................................vii
Table of Content...............................................................................................................................viii
Chapter 1 Introduction..................................................................................................................1
1.1 Research Background............................................................................................................1
1.2 Research Motivation and Objectives......................................................................................2
1.3 The Procedure of Research...................................................................................................3
Chapter 2 Literature Review……………………………………………………………………………4
2.1 Mobile Payment.....................................................................................................................4
2.2 Technology Acceptance Model..............................................................................................4
2.3 Discount.................................................................................................................................7
2.4 Perceived Security.................................................................................................................7
2.5 Herd Behavior........................................................................................................................7
Chapter 3 Methodology................................................................................................................9
3.1 Hypothesis Framework..........................................................................................................9
3.2 Survey...................................................................................................................................10
3.2.1 Survey Design....................................................................................................................12
3.3.2 Survey Measurement.........................................................................................................12
3.3.3 Channels for Data Collection..............................................................................................13
Chapter 4 Data Analysis..............................................................................................................14
4.1 Data Collection.......................................................................................................................14
4.2 Descriptive Statistics..............................................................................................................14
4.3 Data analysis.........................................................................................................................19
4.3.1 Reliability Analysis..............................................................................................................19
4.3.2 Convergent Validity.............................................................................................................20
4.3.3 Pearson Correlation...........................................................................................................22
4.4 Hypothesis Testing................................................................................................................23
4.5 Mediation...............................................................................................................................25
Chapter 5 Conclusion .................................................................................................................29
5.1 Research Conclusion.............................................................................................................29
5.1.1 Relationship between Perceived Usefulness and Behavioral Intention to Use..............................................................................................................................................29
5.1.2 Relationship between Perceived Ease of Use and Behavioral Intention to Use..............................................................................................................................................29
5.1.3 Relationship between Discount and Behavioral Intention to Use..................................... 30
5.1.4 Relationship between Perceived Security and Behavioral Intention to Use..............................................................................................................................................30
5.1.5 Relationship between Herd Behavior and Behavioral Intention to Use.............................30
5.1.6 Relationship between Behavioral Intention to Use to Actual Use.......................................31
5.2 Theoretical Implications.........................................................................................................31
5.3 Managerial Implications.........................................................................................................32
5.4 Limitation and Future Direction..............................................................................................33
Reference....................................................................................................................................34
Appendix 1: Survey......................................................................................................................40
Appendix 2: PLS..........................................................................................................................55
Appendix: Bootstrap....................................................................................................................56

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