由於國內關於行動支付的研究偏重使用前意圖的階段，而非使用後之再度與增加使用，故本研究以目前或曾經使用LINE Pay的消費者作為研究對象，探討使用行動支付過程，影響其忠誠度的因素：行動支付品質、知覺計畫價值及接近便利性三者，作為前置因素，並探討其對滿意度與轉換成本是否有所影響，以及兩者對忠誠度之中介。透過網路發放回收541份有效問卷，利用AMOS進行結構方程式分析。結果發現：(1)行動支付品質與知覺計畫價值與忠誠度有顯著正向關係。(2)接近便利性與轉換成本有顯著正向關係。(3)轉換成本與顧客忠誠度有顯著正向關係。由於台灣行動支付市場競爭激烈，就行動支付品質而言，業者如能提供良好的操作介面、正確的交易資訊及專業的服務，可提昇忠誠度。就知覺計畫價值而言，行動支付如能提昇功能性、經濟性及心理性價值，亦可提昇忠誠度。;As prior research on mobile payment in Taiwan focused on the stage before using the service, rather than the re-use and extensive use of the service, the present research explores factors influencing current or past users loyalty of LINE Pay. Mobile payment quality, perceived program value, and access convenience were proposed as independent variables to predict customer loyalty, with customer satisfaction and switching costs as possible mediator. Using the Internet to collect data, 541 valid questionnaires were retained, and SEM analysis was performed using AMOS. Results suggest: (1) Mobile payment quality and perceived program value were positively related to loyalty, (2) Access convenience was positively related to switching cost, and (3) Switching cost was positively related to loyalty.
