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研究生:施子襄
研究生(外文):Tzu-hsiang Shih
論文名稱:潛在消費者對行動支付使用意圖之分析
論文名稱(外文):Analysis of Potential Consumer to Mobile Payment Usage Intent
指導教授:曾憲郎曾憲郎引用關係
指導教授(外文):Shan-non Chin
學位類別:碩士
校院名稱:國立中山大學
系所名稱:經濟學研究所
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:50
中文關鍵詞:使用意圖便利性正面情緒行動支付行動支付相關知識安全性潛在消費者
外文關鍵詞:Mobile PaymentPotential ConsumersMobile Payment KnowledgePositive EmotionsConvenienceSafetyIntention to Use
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隨著科技金融的時代來臨,行動支付的技術發展越來越成熟。然而,台灣的消費者卻對行動支付的接受程度稍顯不足,因此,本研究意旨在探討,影響台灣潛在消費者使用行動支付之因素。依據數篇國外學者的文獻所萃取出行動支付相關知識、正面情緒、便利性、系統品質、安全性、感知有用性及感知易用性七大變數來設立研究假說,並進行問卷施測,以探討潛在消費者使用行動支付的意圖。
本研究主要以網路問卷進行資料蒐集,再藉著KMO和Bartlett信度效度分析、描述性統計分析以及線性迴歸方法進行資料分析。研究結果發現,感知有用性及感知易用性對行動支付的使用意圖有顯著正向關係;行動支付相關知識、正面情緒、便利性及安全性對於感知有用性有顯著正向關係;而正面情緒、便利性、系統品質、安全性對於感知易用性有用性有顯著正向關係。因此對於未來要開發行動支付的業者,建議要掌握操作簡易、訊息安全與使用便利等特點,甚至要藉由一些行銷技巧來吸引並回饋客戶,來增進消費者對行動支付的使用意圖。
With the advent of financial technology, the development of mobile payment has become more and more mature. However, consumers in Taiwan have low acceptance of mobile payments. Therefore, the purpose of this study is to explore the factors that influence the customer’s decision on using mobile payment in Taiwan. According to foreign scholars'' literatures, we select some options for survey which includes mobile payment knowledge, positive emotions, convenience, system quality, security, perceived usefulness, and perceived ease-of-use. To conduct questionnaire surveys and discuss the potential consumers intent to use mobile payments.

This study collect data by the internet mainly, and analyze with KMO and Bartlett test, descriptive statistics, and linear regression data analysis. The results show that perceived usefulness and perceived ease-of-use have significant positive affects to user’s intention to use mobile payment. Mobile payment knowledge, positive emotions, convenience, and security have a significant positive affect to perceived usefulness. Positive emotions, convenience, system quality, and safety have a significant positive affect to the usefulness of perceived ease-of-use. Therefore, for the future development of the mobile payment, we recommend to have simple features such as ease of operation, information security, and ease of use, and also necessary to attract and reward customers through some marketing techniques to increase consumers'' willingness to use mobile payments.
論文審定書+i
中文摘要+ii
英文摘要+iii
目錄+iv
圖目錄+vi
表目錄+vii
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 研究方法與限制+4
第四節 研究架構與流程+4
第二章 文獻探討+6
第一節 行動支付+6
第二節 科技接受模型+8
第三節 國內外文獻分析+10
第三章 研究方法+12
第一節 研究架構+12
第二節 研究假說+13
第三節 問卷設計+17
第四節 資料分析方法+18
第四章 研究結果+19
第一節 樣本結構分析+19
第二節 信度分析+21
第三節 因素分析效度+22
第四節 假設驗證+28
第五章 結論與建議+31
第一節 結論+31
第二節 實際貢獻+33
第三節 未來建議+34
參考文考+35
附錄+39
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