運用輕推理論探討在COVID-19影響下傳統市場推廣行動支付之可行性研究

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藍雅馨(Yahsing Lan) 查詢紙本館藏

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論文名稱

運用輕推理論探討在COVID-19影響下傳統市場推廣行動支付之可行性研究
(A Feasibility Study of Mobile Payment in Traditional Markets under the Influence of COVID-19: The Nudge Theory Perspective)

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摘要(中)

自2019年以來，COVID-19的爆發已經高度影響了人類的生活。在台灣，人們購買食材雜貨的傳統市場為病毒傳播的重要場所，其病毒傳播的機率比一般場所高出數倍。為了減少病毒的傳播，本研究利用行動支付的優勢，透過研究消費者的行為意向以及對行動支付的看法，探討在台灣傳統市場推廣行動支付的可行性。為此，本研究在輕推理論和UTAUT2模型框架的基礎上建立了一個理論模型，其中包含數個潛在因素如疫情影響及感知風險。本研究共收集了461份調查問卷，並使用PLS進行分析。研究結果顯示，消費者對行動支付有積極的看法和意願，而此意願在社會學習和從眾心理方向有顯著的影響；行動支付的易用性被證明不能激勵消費者，但在傳統市場上使用該技術的樂趣對他們的使用行為有很大影響；對於使用行動支付可能帶來的風險，研究結果顯示會影響其使用意願，但在疫情的輕推下，於傳統市場實施行動支付的可行性是顯著的。本研究同時發現，年齡變數對在傳統市場上使用行動支付的意願影響不大。本研究並透過桃園市當地傳統市場管理處和攤商的訪談，對其進行了質性分析。訪談結果顯示，受訪者對於在傳統市場實施行動支付的預期是保守和被動的，然而，疫情亦輕推了攤商對於行動支付的接受度。
關鍵詞：傳統市場、行動支付、延伸型整合性科技接受理論（UTAUT2）、輕推理論、新冠肺炎（COVID-19）

摘要(英)

Since 2019, the COVID-19 pandemic outbreak has been substantially influencing people’s lives. In Taiwan, traditional markets where people buy grocery goods are concerned a major venue of virus transmission. Knowing that the advantage, i.e. no physical contact, of mobile payment can help reduce virus spread, this study investigates the feasibility of promoting its use in Taiwan’s traditional markets by examining the consumers’ behavioral intention and perception of mobile payment. To do so, this study develops a theoretical model based on the Nudge theory and the UTAUT2 framework with several potential factors. A total of 461 questionnaires were collected and analyzed using PLS. The results show that the consumers have positive perceptions and willingness to pay via mobile, and the willingness was affected by social and conformity. The ease to use of mobile payment was shown to not motivate consumers, but the pleasure of using the technology in traditional markets had a significant effect on their use behavior. Despite its risks that affect the willingness to use, mobile payment is found feasible under the moderating effect of the pandemic. As for age, it is found to insignificantly affect the willingness of using mobile payment in traditional markets. This study also conducts a qualitative analysis of the results by interviewing the market manager and stallholders of a local market in Taoyuan City. The interview results show their conservative and passive expectation of implementing mobile payment in traditional markets, yet the pandemic has promoted stallholders’ acceptance of the use of mobile payment.
Keyword: Traditional Market, Mobile Payment, UTAUT2, Nudge Theory, COVID-19

關鍵字(中)

★ 傳統市場
★ 行動支付
★ 延伸型整合性科技接受理論（UTAUT2）
★ 輕推理論
★ 新冠肺炎（COVID-19）

關鍵字(英)

★ Traditional Market
★ Mobile Payment
★ UTAUT2
★ Nudge Theory
★ COVID-19

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章緒論 1
1.1 研究背景 1
1.2 研究動機與問題 2
1.3 研究目的 3
1.4 研究流程 4
第二章文獻探討 6
2.1 傳統市場 6
2.1.1 傳統市場的特有文化 7
2.1.2 傳統市場面臨的考驗 8
2.2 行動支付 9
2.2.1 行動支付的付款技術 11
2.2.2 行動支付的發展現況 12
2.3 價值主張設計 13
2.4 輕推理論與從眾行為 14
2.5 疫情影響 16
2.6 感知風險 17
2.7 延伸型整合性科技接受理論 18
2.7.1 科技接受模型 18
2.7.2 整合性科技接受理論 19
2.7.3 延伸型整合性科技接受理論 21
第三章研究模型 24
3.1 研究變數定義 25
3.2 研究假說 26
第四章研究方法 32
4.1 研究架構 32
4.2 資料設計 34
4.2.1 問卷設計 34
4.2.2 資料收集 37
4.3 資料分析方法 37
4.4 樣本數需求分析 42
第五章研究資料分析 43
5.1 前測分析 43
5.1.1 前測樣本結構分析 43
5.1.2 前測信度分析 44
5.2 正式樣本結構分析 45
5.2.1 資料檢查與變數轉換 46
5.2.2 敘述性統計分析 46
5.3 測量模型分析 50
5.3.1 信度分析 50
5.3.2 效度分析 52
5.4 結構模型分析 53
5.4.1 共線性診斷 53
5.4.2 路徑分析與假說結果 54
5.4.3 結構模型評鑑 55
5.4.4 調節效果分析 56
第六章研究結果與討論 58
6.1 研究結果 58
6.1.1 問卷調查結果 58
6.1.2 價值主張設計 61
6.2 研究討論 64
6.2.1 實務意涵 64
6.2.2 理論意涵 66
第七章結論與未來研究建議 68
參考文獻 70
附錄一正式問卷調查表 86

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指導教授

陳仲儼

審核日期

2022-6-30

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