行動商務隨著行動裝置的普及而蓬勃發展,其附加功能也引起市場關注。行動支付為消費者帶來一個新型態的支付選擇,在許多國家已廣泛應用,然而在台灣才正值起步階段。因此,如能了解消費者對於行動支付之使用意圖,將能為行動商務帶來更多的發展機會。

本研究目的在探討影響消費者對行動支付使用意圖之因素,以整合性科技 接受模型為架構,並加入安全及隱私風險、手機依賴性、優惠促銷構面,探討 其對行動支付使用意圖之影響。同時也透過性別及年齡變數來觀察其調節效 果。本研究採網路問卷調查,共回收 243 份有效問卷,並透過 SPSS 統計軟體 進行假說驗證,研究結果發現:(1)績效預期、心力耗費預期、社會影響、促 成條件、手機依賴性、優惠促銷皆對行動支付使用意圖有正向顯著影響。(2) 安全及隱私風險則對行動支付使用意圖有負向顯著影響。(3)性別及年齡在不 同構面對使用意圖間不存在調節效果。本研究針對分析結果提出建議,盼能提 供行動支付業者於策略擬定或行銷規劃時之參考依據。

The prevalence of mobile devices triggered M-commerce booming. The potential value also attracted market attention. Mobile payment offer consumers a new type of payment options, which has been widely used in many countries, while in Taiwan it still in the initial stage. As a result, understanding consumers’ perception of mobile payment is crucial for M-commerce development.

This study was aimed to explore the factors that influence consumer’s behavioral intentions of using mobile payment. The model of this study is based on the Unified Theory of Acceptance and Use of Technology (UTAUT), and also combined other dimension like security and privacy risk, smartphone dependency and sales promotion into this research framework. In order to understand these dimension effect on behavioral intention of using mobile payment. The study collected data through online survey. The total of 243 valid questionnaires were collected and using SPSS software to examine hypotheses. Research results are summarized as followings: (1) Performance expectancy, effort expectancy, social influence, facilitating conditions, smartphone dependency and sales promotion have significant positive effects on behavioral intention of using mobile payment. (2) Security and privacy risk has significant negative effects on behavioral intention of using mobile payment. (3) Gender and Age have no significant moderating effect between different dimensions and behavioral intentions.

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