台灣小額消費支付工具的消費者行為研究

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/77322

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题名:	台灣小額消費支付工具的消費者行為研究
作者:	康秀珍;Kang, Hsiou-Chen
贡献者:	高階主管企管碩士班
关键词:	小額消費支付;電子支付;行動支付;small-scale consumer payment;electronic payment;mobile payment
日期:	2018-07-24
上传时间:	2018-08-31 14:32:43 (UTC+8)
出版者:	國立中央大學
摘要:	網際網路的發達、電子商務的蓬勃發展及智慧型手機的普及促進了行動支付的產生，使支付方式與支付工具發生變化。尤其在「電子支付管理條例」通過後，各種電子錢包、行動支付，如歐付保、街口支付、Apple Pay、LinePay 等正式進入台灣支付市場，掀起行動支付的使用熱潮，現金使用遭到嚴峻的挑戰。【無現金社會】的夢想，將成可能。經由下列三個方面的研究:1.消費者行為、習慣的生活型態市場區隔、創新科技接受理論、現金等支付工具轉換到行動支付意圖(PPM理論)對支付工具使用影響，2.支付工具的交易安全性、交易便利性、行銷優惠活動對消費者支付工具使用影響，3.規模、成本、手續費、稅捐及政府獎勵政策對商家提供支付服務意願影響及商家意願對消費者支付工具使用影響，了解台灣小額支付工具中現金、信用卡、轉帳卡、悠遊卡及行動支付未來發展狀況。研究方法以消費者問卷調查及商家訪查方式進行研究，消費者問卷由Google問卷方式回收270份，實體問卷回收33份，有效樣本合計303分，商家訪查以小規模為對象，以隨機訪查30家為樣本。研究結果顯示支付付工具中，電子票證對消費者生活型態的市場區隔顯著正相關，悠遊卡明顯受生活型態市場區隔影響以交通票證的支付為主；行動支付雖為新發展的支付工具，對創新科技接受性的感知易用、感知有用無顯著影響；安全性、便利性對行動支付有正相關，有利行動支付的使用；各種折扣、累積優惠活動對現金及電子支付的使用呈現弱相關，相關業者想以優惠活動提升支付工具使用率時宜審慎評估；現金等其它支付工具轉換到行動支付意圖為負相關，會受到消費者本身行為習慣影響而阻礙轉換意願。商家提供服務意願對支付工具的使用為正向影響，政府可藉由對小規模商家的租稅獎勵及協助設備系統一，提升商家裝置意願，提升行動支付的普及率。未來支付工具的發展趨勢，行動支付在使用便利性上具優勢，若能強化交易安全性，行動支付應會加速成長。悠遊卡在電子票證使用具有優勢，應結合信用卡或ATM卡，以降低現金儲值的不便性，在零售、便利超商消費支付應會成為主流工具。受消費者使用現金轉換到行動支付的意願較弱，及小規模商家在接受電子支付意願較弱的影響，現金的使用仍有一定的使用量，不會快速被行動支付取代，政府提出2025年行動支付普及率達90%的目標有其難度。;The blooming of Internet and the vigorous of e-commerce and the omnipresent smart phones have promoted the creation of mobile payment, which have changed our traditional payment methods and payment instruments. Particularly, after the law entitled "Electronic Payment Management Regulation" being passed, various e-wallets and mobile payment, such as Europay, Street Payment, Apple Pay, LinePay, etc., officially entered the payment markets in Taiwan, initiating a trend of the use of mobile payment but also harshly challenging the use of cash. The dream of "No Cash Society" seems more and more possible. This research analyzed this from the following three aspects: 1. Consumer behavior, market segmentation based on customary lifestyle, innovation technology acceptance theory, the transition from using cash and other payment instruments to the intention of using mobile payment (i.e., PPM Theory), and its impact on the use of payment tools; 2. How the transaction security of payment instrument, its convenience, and its marketing promotion impact on the consumers in using payment tools; and 3. The Scale, cost, handling fee, tax and governmental subsidy policies affect the willingness of merchants to provide payment services and how their willingness could influence the consumers’ use of payment instruments, as well as the future development of cash, credit card, debit card, easy cards and mobile payment and other micropayment tools in Taiwan. The research method was to use consumer questionnaires and on-site visits on businesses. For consumer questionnaires, by Google questionnaires, 270 copies were collected while 33 physical printed-out questionnaires were collected, totaling 303 valid copies. The targeted merchants were the small-scale on a random-selected basis and 30 were selected as the samples. The results showed that: among all of the payment tools, there was a statistical significant between the electronic tickets and bills and the market segmentation based on consumers′ lifestyles; also the easy card was obviously affected by the payment of the life style market segment; and while mobile payment was a new type of instrument, such payment had no statistical significant on the perceived ease of use and perceived usefulness when it comes to its innovation and technology acceptance; next, the security and convenience were statistically positively related to mobile payment, which was beneficial to the wide use of mobile payments; various discounts and add-on coupons were feebly related to the use of cash and electronic payments; the intention to transition from cash and other payment instruments to the mobile payment was negatively correlated, which was negatively affected by the consumer′s own behavioral habits and which thus hindered their willingness to convert. The willingness of merchants to provide services has a positive impact on the use of payment instruments. The government can enhance the willingness of merchants by rewarding small-scale businesses and assisting the establishment of equipment and systems to increase the penetration rate of mobile payment. Prospectively, as to the future development of payment instruments, mobile payment has its advantages in its convenience to use. If its transaction security could be enhanced, mobile payment will accelerate even much faster. Easy card also has its advantages in its application of electronic tickets and billd, and so it should be connected with credit cards or ATM cards so as to reduce the inconvenience to deposit cash. If doing so, easy cards would become a mainstream tool in retailers and groceries. Lastly, being influenced by the weak willingness of consumers to switch to mobile payment from the use of cash as well as the small-scale merchants’ weak willingness to accept the electronic payment, the use of cash still has a certain amount of its popularity and it will not be quickly replaced by mobile payments. Therefore, the government’s proposal to reach the goal of 90 percent mobile payment penetration rate in 2025 will still be difficult.
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