影響行動支付行為意圖因素之探討

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董妤柔(Yu-Jou Tung) 查詢紙本館藏

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企業管理學系

論文名稱

影響行動支付行為意圖因素之探討
(Exploring Factors of Consumer Behavioral Intention toward Mobile Payment)

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摘要(中)

隨著資訊科技的發展，全球的支付模式在近幾年產生了劇烈的變化，行動支付成為新形態的支付方式，然而相較於其他國家，行動支付在台灣仍不普及。本研究針對目前台灣消費者不願使用行動支付系統的兩大主因，沒轉換需求與安全性問題進行延伸。利用現狀偏好理論與資訊安全觀點作為關鍵的外部變量，並以慣性與信任作為中介變項，從眾行為作為干擾變項，探討這些因素對於消費者行為意圖之影響。
本研究使用網路問卷調查方式，以台灣地區的民眾作為研究對象，共回收 322 份有效問卷，並以結構方程模式進行假設驗證分析。研究結果顯示在現狀偏好理論中，損失厭惡對慣性有正向顯著的影響，而知覺控制對慣性有負向顯著的影響。資訊安全觀點中，機密性、完整性與可用性皆對信任有正向顯著的影響。此外，慣性對行為意圖有負向顯著的影響；信任對行為意圖有正向顯著的影響。最後，從眾行為對於信任與行為意圖之間的關係有顯著的調節效果。

摘要(英)

With the advance of information technology, payment methods are dramatically changing in few decades. In addition, mobile payment becomes the newest and the most popular payment method. Many countries including China and Swedes have embraced mobile payment and enjoyed its convenience; however, it is not yet popular in Taiwan. Therefore, this study examines the reasons that Taiwanese consumer are unwilling to use mobile payment: lack of demand and security concerns. This study develops an explanatory model to explain how status quo bias theory and information security affect consumer behavioral intention toward mobile payment. Furthermore, this study uses trust and inertia as mediate factors and conformity as moderator factor.
This study collected responses from Taiwanese respondents and received 322 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study. The empirical results indicate the following points. First, in the aspect of status quo bias theory, loss aversion has significant positive effect on inertia, while perceived control has significant negative effect on inertia. Second, in the aspect of information security, confidentiality, integrity and availability have significant positive effect on trust. Third, inertia has significant negative effect but trust has significant positive effect on behavioral intention toward mobile payment. Finally, conformity only moderates between trust and behavioral intention toward mobile payment.

關鍵字(中)

★ 行動支付
★ 現狀偏好理論
★ 資訊安全
★ 信任
★ 慣性
★ 從眾行為

關鍵字(英)

論文目次

摘要 I
Abstract II
致謝 III
目次 IV
表目錄 VI
圖目錄 VII
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第二章文獻探討 5
第一節行動支付 5
第二節現狀偏好理論 7
第三節慣性 10
第四節資訊安全 12
第五節信任 14
第六節從眾行為 16
第三章研究架構與研究設計 18
第一節研究架構 18
第二節研究假設 19
一、現狀偏好理論與慣性之間的關係 19
二、資訊安全與信任之間的關係 20
三、慣性與行為意圖之間的關係 22
四、信任與行為意圖之間的關係 22
五、從眾行為的調節作用 23
第三節研究變數操作型定義及問項設計 24
第四節研究對象與資料來源 28
第五節資料分析方法 28
一、敘述性統計分析 28
二、信度分析 29
三、效度分析 29
四、假設檢驗 30
第四章實證分析與結果 33
第一節敘述性統計 33
一、樣本資料敘述統計 33
二、研究變數敘述統計 35
第二節模型信效度分析 37
一、信度分析 37
二、效度分析 38
第三節結構模型路徑分析 41
一、模型配適度檢定 41
二、模型分析結果 42
三、調節變數分析 44
第五章結論與建議 45
第一節研究討論 45
一、現狀偏好理論對於慣性之影響 45
二、資訊安全觀點對於信任之影響 46
三、慣性和信任的中介效果 47
四、從眾行為的調節效果 48
第二節研究意涵 49
一、理論面 49
二、實務面 50
第三節研究限制與後續建議 52
參考文獻 53
附錄一問卷 67

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財團法人資訊工業策進會（2017年5月1日）八成以上台灣人愛用Facebook、Line坐穩社群網站龍頭 1人平均擁4個社群帳號　年輕人更愛YouTube和IG。檢自：
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科技產業資訊室（2017年10月18日）2017年近端行動支付市場規模接近580億美元。檢自：http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=13871
資策會產業情報研究所（2017年2月9日）【行動支付消費者調查】80％消費者有意願使用行動支付。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=457
資策會產業情報研究所（2017年2月9日）【行動支付消費者調查】國人認知度已突破八成 NFC功能漸普及。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=456
資策會產業情報研究所（2018年1月12日）台灣行動支付消費者調查－用戶與非用戶分析。檢自：https://mic.iii.org.tw/aisp/ReportS.aspx?id=CDOC20180110002
資策會產業情報研究所（2018年1月12日）台灣行動支付消費者調查－整體消費者分析。檢自：https://mic.iii.org.tw/aisp/ReportS.aspx?id=CDOC20180110001
資策會產業情報研究所（2018年1月31日）【行動支付大調查一】近四成手機用戶曾使用行動支付 LINE Pay、Apple Pay認知度最高。檢自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=486

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指導教授

洪秀婉

審核日期

2018-6-29

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