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研究生:黃玉欣
研究生(外文):Yu-Hsin Huang
論文名稱:年輕族群對行動支付使用意圖與平台選擇之分析──以性別為調節變項
論文名稱(外文):The Moderating Effect of Gender on Young Generation’s Behavioral Intention and Platform Choice of Mobile Payment
指導教授:陸怡蕙陸怡蕙引用關係
指導教授(外文):Yir-Hueih Luh
口試委員:謝銘逢方珍玲
口試日期:2019-05-29
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:農業經濟學研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:80
中文關鍵詞:行動支付行為意圖整合型科技接受模型調節變項支付平台選擇
DOI:10.6342/NTU201900916
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順應全球行動支付交易規模近年來持續成長的趨勢,我國金管會於2015年提出「電子化支付比率五年倍增計畫」,並以2025年達到九成的電子支付普及率為目標。在現階段全球行動支付熱潮與政府政策積極輔佐的情況下,各家廠商紛紛投入行動支付相關的市場,行動支付於未來所扮演之角色重要性可見一斑。
本研究首先以整合型科技接受使用理論模型(unified theory of acceptance and use of technology,以下簡稱為UTAUT)為主要模型架構,同時將促銷活動與知覺風險構面納入考量,藉以探討影響消費者行為意圖之主要因素,並且以性別為調節變項,檢視UTAUT構面、促銷活動與知覺風險對於行為意圖之影響是否呈現性別上之差異。第二部分則從影響行為意圖的因素中,進一步探討其是否亦為消費者選擇不同行動支付平台之決定因子。
本研究以線上方式發放問卷,扣除一些較高年齡的資料,總計共蒐集300份樣本。實證結果顯示,性別於促銷活動構面、財務與隱私風險構面、績效與時間風險構面皆具有調節作用。UTAUT構面、心理與社會風險構面對於行為意圖均不具顯著效果;然而促銷活動、財務與隱私風險、績效與時間風險等構面則對於行為意圖具有顯著影響。此外,本研究實證結果亦顯示,影響消費者採行特定行動支付平台的因素不盡相同,由因素構面不僅可反映出消費者選擇該平台所考量之因素,也呈現支付平台應重視的潛在問題。然整體而言,各行動支付平台應積極改善影響使用者平台選擇的可能因素,如降低使用者知覺風險的疑慮、優化使用者經驗設計與使用者介面等,藉以在白熱化的市場競爭中強化自家行動支付平台的產品定位。
Along with the continuously increasing trend of the global mobile payment in recent years, Financial Supervisory Commission proposed the “Mobile Payment Ratio Double in Five Years” plan in 2015 and set a goal of 90% mobile payment penetration rate in 2025. Under the phenomenon of current popularity of global mobile payment and support from public sectors and policy, there are much more firms gradually and ambiguously entering the mobile payment-related market. The critical and crucial role that mobile payment plays in the future can be witnessed under these growing developments.
Firstly, this research will set the unified theory of acceptance and use of technology (UTAUT) as the main model structure. Meanwhile take the promotion activities and perceived risk into consideration so that to discuss the main influenced factor of consumer behavior and decision and also take gender as the moderator in order to inspect whether UTAUT, promotion activities and cognitive risk has gender difference. Secondly, further discussing the main factors that influence the customer behavior on choosing different mobile payment platform among the influenced behavioral factors.
This research was supported by issuing online questionnaire and collected 300 effective samples in total. The result reveals that gender difference has modified effect on promotional, financial, privacy risky, performance and time risky aspects. However, the UTAUT, psychological and social risk perspectives have not prominently effects on customer behavior and decision while promotional, financial, privacy risky and time risky aspects have outstanding impact on customer behavior and decision. Furthermore, the research result also indicates that the factors of customer decision on mobile payment platform are generally different. The factor aspect does not only reveal the consideration that customer’s decision on mobile payment platform but also point out the potential problems that payment platform should pay attention to. In overall, every mobile payment platform should positively and wisely modify the possible factors that may impact user decision. For example, diminishing user’s perceived risky doubt, optimizing user experience, design and layout, etc. Competitor is forced to upgrade their mobile payment platform’s amenity and reinforce their product position in order to overwhelm in such a competitive market.
口試委員審定書 i
謝辭 ii
摘要 iii
Abstract iv
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 行動支付定義 4
第三節 研究目的 7
第二章 文獻回顧 10
第一節 科技接受行為相關理論 10
第二節 行動支付文獻 15
第三節 各構面性別差異文獻 18
第四節 研究方法回顧 19
第三章 研究設計與資料說明 22
第一節 研究架構與研究假設 22
第二節 問卷設計與資料來源 24
第三節 信效度與資料分析 29
第四章 實證結果 46
第一節 各構面差異性分析 46
第二節 基本模型迴歸結果 53
第三節 考量性別之調節作用 56
第四節 與TAM之比較 63
第五節 行動支付平台影響因素 65
第五章 結論 70
第一節 研究結論 70
第二節 研究限制與建議 73
參考文獻 74
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