本研究主要關於行動支付的使用對於購買意願的影響，探討購買商品的知覺價值與透過 資訊系統成功模式衡量行動支付，了解行動支付與購買意願的關聯，以及在行動支付情境下 知覺價格與知覺品牌所形成之知覺價值，對購買意願的影響程度變化。本研究以網路問卷收 集資料以驗證研究假說。本研究總計回收400 份有效問卷，透過SPSS 與PLS 方法驗證信效 度與假說之顯著性，研究主張透過資訊系統成功模式 (DeLone & McLean, 1992) 衡量服務品 質、資訊品質與系統品質、以及透過知覺價格與知覺品牌所形成之知覺價值，會共同於消費 者購買過程中影響購買意願。經分析後發現，行動支付的服務品質會顯著正向影響消費者購 買意願，而資訊品質與系統品質對消費者購買意願的影響不顯著，另外，本研究亦發現，相 較於知覺品牌，消費者對商品的知覺價格對商品的知覺價值產生更大的影響。 根據上述研究結果，本研究提出行動支付應用之管理意涵與未來方向之建議，供實務界 與後續學術研究者參考。;This research focuses on the impact of the use of mobile payment on purchase intention. Besides, this research also explores the impacts of perceived value on purchase intention. Perceived value was composed of perceived brand and perceived price. Deriving from information system success model (DeLone & McLean, 1992), this study employed service quality, information quality and system quality to manifest mobile payment. In this study, data was collected through online questionnaires to test the research hypotheses. A total of 400 valid questionnaires were collected in this study. The reliability and validity and hypotheses were examined by SPSS and PLS. This research found that the service quality of mobile payment have significant and positive effects on consumers′ purchase intention, while the impacts of information quality and system quality on consumers′ purchase intention are not significant. In addition, this research also found that comparing with perceived brands, perceived price has a greater impact on the perceived value of consumers. Based on the above research findings, this research proposed implications and future directions for practitioners and academic researchers.
