支付形式與支付意願關聯之研究;An Empirical Study- The Impact of Payment Mode on Consumer′s Willingness to Pay

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题名:	支付形式與支付意願關聯之研究;An Empirical Study- The Impact of Payment Mode on Consumer′s Willingness to Pay
作者:	陳裕霖;Chen, Yu-Lin
贡献者:	企業管理學系
关键词:	行動支付;支付意願;付費痛感;Mobile Payment;Willingness to Pay;Pain of Paying
日期:	2017-07-10
上传时间:	2017-10-27 13:13:30 (UTC+8)
出版者:	國立中央大學
摘要:	隨著近年來智慧型手機與裝置的普及，日常生活中許多的事情利用行動裝置能夠達到更方便、快速以及有效率地解決，使用行動支付更是目前最受關注的項目。Apple Pay、Samsung Pay乃至目前仍在研發中的Google Pay這些行動支付方式，已在全世界各個國家開始受到矚目。過往探究支付方式的文獻中提到，在購買決策中，使用不同的支付方式，會使得消費者有不同的行為表現與支付意願。本研究依據Soman(2003)所提出，支付透明度與支付意願之關聯，選擇目前最火熱的行動支付方式Apple Pay，與過往常見的支付方式做比較，探討行動支付是否會減少使用者的付費痛感，並提高他們的支付意願。本研究透過實驗方式驗證假說，有效樣本共計205份。此外，資料分析方式則以IBM SPSS 24.0進行敘述性分析，以及雙因子及單因子變異數分析支付方式對支付意願的影響效果。研究結果顯示：（1）使用透明度愈低的支付方式會使得消費者有更高的支付意願。（2）上述效果對於小氣鬼也存在，但對於原本就沒有什麼付費痛感的揮霍者並沒有這種效果。（3）(1)所提到的效果並沒有在小氣鬼的情況下特別顯著。最後本研究表現出了小氣鬼與揮霍者之間的差別會隨著支付方式而改變。 ;With the ubiquity of smart phones and devices in recent years, users are able to accomplish thing more conveniently and efficiently-especially paying through smart phones. Apple Pay, Samsung Pay or even Google Pay- which is still being developed, have started being concerned all over the world. The past stream of research on payment modes indicated that the payment itself does affect the willingness to pay and behavior during consumer’s purchasing decision. According to the impact of payment transparency on willingness to pay proposed by Soman(2003), this paper discusses Apple Pay- which is the most attractive these days, in comparison with others, and investigate whether consumers feel less “pain of paying” then pay more for identical products using Apple Pay compared to other methods. We conduct an experiment to validate the hypotheses of this paper, 205 people participated and their responses were collected. In order to study the effect of payment mode on spending, descriptive analysis, one-way and two-way ANOVA were analyzed by IBM SPSS 24.0. The results imply that (1) Consumers tend to spend more when they purchase with a less transparent mode. (2) This effect also works on Tightwads. For Spendthrifts, who spend with no “pain” originally, the impact doesn’t exist anymore. (3) The effects mentioned by (1) are not statistically significant whether classifying as Tightwads. Finally, this paper develop that the difference between Tightwads and Spendthrifts diminished with paying with a less transparent mode.
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