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研究生: 鄧雅容
YA-RONG TENG
論文名稱: 線下行動支付使用意圖影響因素之研究
The Factors Influencing the Intention to Use Offline Mobile Payment
指導教授: 黃世禎
Sun-Jen Huang
口試委員: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
學位類別: 碩士
Master
系所名稱: 管理學院 - 資訊管理系
Department of Information Management
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 72
中文關鍵詞: 線下行動支付任務-科技配適度使用情境使用意圖
外文關鍵詞: Offline mobile payment, Task-technology fit, Use context, Usage intention
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  • 智慧型手機改變了人類的生活模式,行動裝置不僅增加了生活的便利性,影響每一個人的生活、工作、娛樂與旅遊方式,同時也改變了企業經營模式,甚至新提供一種新型態的支付方式–行動支付。行動支付在行動商務中扮演了非常重要的角色,而其在線下的應用更是近幾年受到關注的趨勢。
    本研究將行動支付以線上與線下做分類,並將「線下行動支付」定義為消費者透過行動載具,可能透過綁定信用卡、銀行帳戶、儲值卡等方式,也可能包括第三方支付,在實體商店或臨櫃,透過NFC技術或是條碼掃描(QR Code、一維條碼)來完成交易,並以任務-科技配適度模型與使用情境,提出一研究模型,希望能了解影響台灣地區人們使用線下行動支付的原因為何。
    本研究以問卷法進行研究模型的分析,問卷的研究結果發現,系統的功能性與適應性可以支援付款行為的非例行性與時間性,行動支付APP能符合付款任務的需求,將能提升消費者的使用意願。在使用情境方面,獎勵誘因與支付金額的大小會影響使用意願,支付場景卻對使用意願無顯著影響。因此,行動支付服務不僅要能滿足使用者在支付行為的需求,也需要將各種付款情境納入考量。


    Smartphones have changed the way people live. Mobile devices do not only increase the convenience in life, affecting everyone's life, work, entertainment and travel, but also change the business model. In facts, they also provide a new type of payment methods – mobile payments. Mobile payment has played a very important role in mobile commerce, and its offline application also attracts great attention in recent years.
    In this study, mobile payments are classified into online and offline. We define “offline mobile payments” as payments made in physical stores with mobile devices through binding credit cards, pre-paid cards or third-party payment, etc., and use the NFC or scan the QR Code to complete the transaction. This study integrates the task-technology fit model and use contexts to propose a research model, hoping to understand what are the factors that influence the usage intention of people in Taiwan.
    The model is empirically tested using a survey data. The research findings suggested that the functionality and adaptability of the system can support the payment task which is non-routine and time critical. Meanwhile, if the mobile payment APP is perceived to meet the needs of payment tasks, it will enhance consumers' usage intention. In the aspects of use context, incentives and payment amount have a positive significant influence on the degree of usage intention while the construct of payment scenario has no significant impact. As a result, mobile payment services should not only take users’ payment behavior into considerations, but also meet the conditions of a variety of use contexts.

    摘要…………………………………………………………………i Abstract…………………………………………………………………ii 致謝…………………………………………………………………iii 目錄…………………………………………………………………iv 表目錄…………………………………………………………………vi 圖目錄…………………………………………………………………vii 第一章 緒論 …………………………………………………………………1 1.1 研究背景…………………………………………………………………1 1.2 研究動機…………………………………………………………………2 1.3 研究目的…………………………………………………………………4 1.4 研究架構…………………………………………………………………5 第二章 文獻探討…………………………………………………………………6 2.1 行動支付介紹…………………………………………………………………6 2.2 線下行動支付介紹與發展趨勢…………………………………………………………………8 2.3 任務-科技配適度模型…………………………………………………………………10 2.4 使用情境…………………………………………………………………12 2.5 反映性指標與形成性指標…………………………………………………………………14 第三章 研究方法…………………………………………………………………17 3.1 研究架構…………………………………………………………………17 3.2 研究假說…………………………………………………………………18 3.3 研究變數之操作型定義…………………………………………………………………24 3.4 問卷設計…………………………………………………………………25 3.5 資料蒐集…………………………………………………………………28 第四章 資料分析…………………………………………………………………29 4.1 分析方法…………………………………………………………………29 4.2 敘述性統計分析…………………………………………………………………30 4.3 指標適切性檢驗…………………………………………………………………34 4.4 結構模型分析及假說檢驗…………………………………………………………………41 4.5 樣本分群之結構模型分析及假說檢驗…………………………………………………………………43 4.6 研究結果與討論…………………………………………………………………48 第五章 結論與建議…………………………………………………………………52 5.1 學術上的貢獻…………………………………………………………………52 5.2 實務上的貢獻…………………………………………………………………53 5.3 研究限制…………………………………………………………………54 5.4 未來研究建議…………………………………………………………………55 參考文獻…………………………………………………………………57 附錄一 正式問卷…………………………………………………………………60

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