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研究生:黃政睿
研究生(外文):HUANG, CHENG-JUI
論文名稱:消費者使用行動支付受外在因素影響-以獎勵回饋為中介效果
論文名稱(外文):The Impact of External Factors on Consumer Intentions to Use Mobile Payments: The Mediation of Rewards
指導教授:林鳳儀林鳳儀引用關係
指導教授(外文):LIN, FENG-YI
口試委員:林麗容王登仕林鳳儀
口試委員(外文):LIN, LI-JUNGWANG, TENG-SHIHLIN, FENG-YI
口試日期:2022-01-21
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:79
中文關鍵詞:行動支付獎勵回饋使用意願中介效果
外文關鍵詞:Mobile PaymentsRewardsMediationUsage Intentions
相關次數:
  • 被引用被引用:1
  • 點閱點閱:131
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行動支付興起原因眾多,例如偽鈔或洗錢等金融犯罪因而推出非現金交易之媒介,電子化除了可降低金融犯罪率外,同時可提升經濟活動的效率減少現金支付的處理成本,增加金融透明度且將地下經濟納入正常經濟範圍。政府在2018年時喊出「行動支付元年」的口號,希望台灣邁向無現金化社會,再者根據資策會(MIC)的觀察發現因為COVID-19增加台灣消費者願意優先選用行動支付作為付款工具的頻率,行動支付營運商不僅擴大使用的場域之外,積極透過獎勵回饋的方式來吸引消費者的注意。因此本研究主要探討多種外部因素來能否正向影響消費者使用行動支付的意願。
本研究採取網路問卷調查方式發放370份問卷並回收367份有效問卷,研究對象為有使用過行動支付的使用者,透過統計分析驗證本研究之假設,探討消費者使用行動支付會受到社群影響、便利條件和信任度對使用態度的影響,並探討獎勵回饋對使用態度與使用意願之中介角色。
研究結果顯示社群影響、便利條件和信任度會正向影響消費者的使用態度,消費者的使用態度與使用意願之間獎勵回饋會產生部分中介效果,當使用者對行動支付有正向的態度且營運商願意提供獎勵回饋給消費者時,有助於增進使用行動支付的意願與機會。
There are so many reasons for the rise of mobile payments. For example, electrization can reduce financial crimes such as counterfeit money or money laundering that introduce non-cash transactions, improve the efficiency of economic activities, reduce the processing costs of cash payments, increase financial transparency, and bring the Grey Economy into formal economic scopes. The government launched the slogan "The new era of mobile payments" in 2018, hoping that Taiwan will move toward a cashless society. According to the observations of the Market Intelligence & Consulting Institute (MIC), COVID-19 has increased the frequencies of the usage intentions of mobile payments as payment tools for Taiwanese consumers. In addition to thoroughly expanding the scope of operations, mobile payment operators also attract consumers' attention through rewards. Therefore, this study mainly discusses whether a variety of external factors can influence the usage intentions of mobile payments for consumers positively.
In this study, 370 questionnaires were distributed through an online survey, and 367 valid questionnaires were collected. Subjects are the people who have used mobile payments before. After validating the hypotheses through statistical analyses, this study explores consumers' attitude towards mobile payments, which will be affected by the community, facilities, and trust issues, and discuss the role of rewards as mediation for usage attitudes and usage alternatives.
The results show that community, facilities, and trust have a positive impact on the consumers' usage attitudes, and part of the mediation effect will be reflected on the rewards of consumers' usage attitudes and intentions. That is to say, there is an opportunity to increase usage intentions for people to use mobile payments when they have a positive attitude to mobile payments and operators are willing to provide rewards to consumers.
摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 x
第壹章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍 4
1.4研究流程 5
第貳章 文獻探討 7
2.1行動支付的起源與發展 7
2.1.1台灣行動支付發展 8
2.1.2 LINE Pay 10
2.1.3街口支付 10
2.2行動支付外在因素探討 11
2.2.1社群影響 11
2.2.2便利條件 12
2.2.3信任度 14
2.2.4使用態度 15
2.2.5獎勵回饋 16
2.2.6使用意願 17
第參章 研究方法 19
3.1 研究架構 19
3.2研究工具 20
3.3 問卷設計 21
3.3.1社群影響問卷 21
3.3.2便利條件問卷 22
3.3.3信任度問卷 23
3.3.4獎勵回饋問卷 24
3.3.5使用態度問卷 25
3.3.6使用意願問卷 25
3.4問卷預試 26
3.5資料分析方法 27
3.6前測信度分析 28
3.7前測效度分析 29
第肆章 研究結果與分析 34
4.1敘述性統計分析 34
4.2不同背景變項之差異性檢定 38
4.3信度效度與Pearson分析結果 47
4.3.1效度分析結果 47
4.3.2Pearson相關分析 52
4.4多元迴歸分析 52
4.4.1迴歸-中介效果 55
4.5資料分析小結 57
第伍章 結論與建議 60
5.1結論 60
5.2研究建議及限制 63
參考文獻 65
附錄:研究問卷 70

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