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研究生: 許曉維
Hsiao-Wei Hsu
論文名稱: 消費者對零售商行動錢包使用意向之研究 -以PX PAY為例
A Study of Intention to use Retailer’s Electronic Payment – Using PX PAY’s as an Example
指導教授: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Lour
口試委員: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Lour
黃世禎
Sun-Jen Huang
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: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 60
中文關鍵詞: 行動支付數位轉型整合性科技接受理論認知感染風險忠誠度
外文關鍵詞: Mobile Payment, Digital Transformation, Unified theory of acceptance and use of technology, Infection Risk, Loyalty
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  • 很多報告都顯示,臺灣一般民眾對於行動支付的接受程度非常的高,真正在使用行動支付的人也很多。根據這次研究樣本,僅有11.5%不想使用行動支付,有62.5%使用過行動支付,剩下的26%表示有機會時會使用行動支付。很多零售業者也藉著這個風潮,紛紛推出各自的行動錢包。行動錢包是一個必需同時滿足消費者端及商店端的服務。對消費者來說,行動錢包把各種不同的支付工具及服務整合在一起,消費者期待享受商店所提供全面、安全、便利及更高品質的服務。交易時,還可以挑選最佳的支付工具,配合點數、行銷活動獲取最大的利益;對於商店來說,行動錢包因為可以結合會員、點數、行銷活動、線上購物及新型態服務,商店可以與消費者進行互動並取得消費者的活動資料,整合人工智慧、智慧供應鏈、CRM等內部資源,進而讓商店持續進行數位轉型,並保有兢爭力。


    Many reports show that the general public in Taiwan has a high degree of acceptance of mobile payment, and that many people use it. According to the sample of this study, only 11.5% refuse to use mobile payment, 62.5% have used it, and the remaining 26% say that they may use mobile payment in the future. Many retailers have used this trend to launch their own mobile wallets.
    Mobile wallet is a service that must satisfy consumers and stores. For consumers, mobile wallets integrate various payment tools and services. Consumers look forward to enjoying the comprehensive, safe, convenient, and high-quality services provided by stores. During transactions, consumers can choose the best payment tool to obtain the most benefit by using points and marketing activities. For stores, mobile wallets can be combined with membership, points, marketing activities, online shopping, and new services. Stores can interact with consumers and obtain consumerseactivity information. By integrating internal resources, such as Artificial Intelligence, smart supply chain, and CRM, stores can continue to advance digital transformation and remain competitive.

    中文摘要 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 研究動機及目的 2 1.3 研究重要性 3 1.4 研究流程 4 第二章、文獻探討 6 2.1 行動支付(Mobile Payment) 6 2.2 行動錢包(Mobile Wallet) 7 2.3 科技接受模型(Technology Acceptance Model, TAM) 8 2.3.1 感知有用(Preceived Usefulness) 9 2.3.2 感知易用(Preceived Ease of Use) 9 2.3.3 使用態度(Attitude Toward Using) 9 2.3.4 使用意向(Behavioral intention to use) 9 2.3.5 外部變數(External Variables) 9 2.4 整合性科技接受理論(The Unified Theory of Acceptance and Use of Technology , UTAUT) 10 2.4.1 績效期望(Performance Expectancy) 11 2.4.2 努力期望(Effort Expectancy) 11 2.4.3 社會影響(social influence) 11 2.4.4 便利條件(facilitating conditions) 12 2.5 服務使用效益(Benefit) 12 2.5.1 方便性效益(Convenient Benefit) 12 2.5.2 經濟性效益(Ecnomic Benefit) 13 2.5.3 資訊安全效益(Information Security Benefit) 13 2.6 其他變數 14 2.6.1 忠誠度(Loyalty) 14 2.6.2 感染風險認知(Awareness of Infection Risk) 14 第三章、研究設計與方法 16 3.1 個案介紹 16 3.1.1 臺灣超級市場現狀 16 3.1.2 個案背景介紹:全聯福利中心 17 3.2 研究模型 18 3.3 研究假設 19 3.4 研究設計 19 3.4.1 研究的抽樣對象 19 3.4.2 問卷衡量方法 19 3.4.3 問卷內容 19 第四章、研究結果及分析 23 4.1 問卷回收狀況 23 4.2 樣本基本資料分析 24 4.3 信度及效度分析 27 4.3.1 信度分析 27 4.3.2 效度分析 29 4.4 假說檢定結果 34 4.4.1 使用PX Pay態度相關係數比較 34 4.4.2 PX Pay的使用意向相關係數比較 35 第五章、研究結論及建議 37 5.1 研究結論 37 5.1.1 零售商提供行動錢包要從消費者需求出發 37 5.1.2 消費者對錢可能帶來的感染風險相當有感 40 5.2 研究限制與不足及未來研究建議 41 參考文獻 43

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