科技改變消費者原有的行為模式，付款方式逐漸從現金轉換為非接觸式電子貨幣，如信用卡、簽帳卡等。近年來，在資訊科技的快速發展下，行動支付成為消費者新型態的付款方式。2017年各家國際行動支付手機用戶端業者陸續在台灣推出NFC行動支付服務。然而，根據Visa於2017年未來支付調查中指出，目前只有40.8%的台灣民眾曾經使用過行動支付，顯示消費者對行動支付的接受度還不夠，因此本研究目的在探討影響消費者使用NFC行動支付的行為意圖的因素。
本研究以科技接受模型為基礎，加入品牌形象此自變數與知覺安全此干擾變數，以三種品牌(Apple Pay、Samsung Pay、Android Pay)為樣本，研究方法以問卷隨機抽樣調查，研究結果顯示品牌形象與知覺易用性對知覺有用性有顯著影響，而知覺有用性與知覺易用性會影響消費者的使用態度，並進而影響消費者對行動支付的行為意圖，但知覺安全對使用態度與行為意圖之間的影響不顯著，此研究結果可以提供欲探討消費者使用行動支付意圖的學術單位或業者予以參考之。

Technology has changed consumer original behavior. As mobile technology has advanced recently, mobile payment has became a new style of payment in general. In 2017, various corporations have launched the different kind of NFC mobile payement services in Taiwan. However, only 40.8 percent of consumer in Taiwan have used mobile payment services before, according to the report from Visa.It show that m-payment usage remains low in Taiwan. Thence, this article aim at assessing consumer behavior intention of NFC mobile payment.
This study advance the body of knowledge on this subject by proposing a research model that combines the theory of the technology acceptance model with the two characteristics of the brand image and perceived security. The research model was empirically tested using online questionnaire survey conducted in Taiwan with three types (Apple Pay、Samsung Pay、Android Pay) of samples. We found that brand image and perceived ease of ues have significant effects over perceived usefulness. Moreover, perceived ease of ues and perceived usefulness have significant effects over attitude toward using.And attitude toward using affect consumers’ adoption of the mobile payment.
This result identify the factor how consumer have been influenced by brand image, perceived ease of ues, perceived usefulness and attitude toward using and point out new insights to enhance future development of mobile payment .

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