臺灣博碩士論文加值系統

近年來隨著網路世代的發達，與新冠肺炎影響下，我國在行動支付需求大幅增加，此外行動支付相關替代性應用也逐漸在市場中發揚光大，根據Market Research Report報告指出，全球行動支付交易金額已達到數萬億美元，呈現出高速增長的趨勢。與此同時可以發現，在世界各地，行動支付的廣泛應用對企業行銷策略與銷售模式上，皆對市場帶來了深刻影響。本研究期望藉由科技接受模式探討消費者對於現階段較新型態之行動支付使用上，其對於此種技術之應用的知覺有用性、知覺易用性、信任感，推演至消費者對於相關技術應用上的態度，並衍伸探討其使用意願之研究。
本研究共計發放354份問卷進行資料蒐集，針對前述之驗證內容經統計分析之結果了解到，本研究所探討之知覺有用性與態度對於消費者使用行動支付之意願皆具有正向顯著影響，而知覺有用性與信任消費者使用行動支付之意願並未具顯著影響性，鑑此可證明對於消費者而言，使用行動支付之意願，其所仰賴的不僅僅是對於資訊安全的使用態度外，更有可能是受到時代演變之科技使用變化而產生差異，同理可證明未來在相關產業欲藉由行動支付提供消費者更多元的交易方式的同時，企業需針對消費者在行動支付使用意願上多加著墨，藉以可同時提升相關利益之成效。

In recent years, with the development of the Internet generation and the impact of the COVID-19 pandemic, there has been a significant increase in the demand for mobile payments in our country. In addition, alternative applications related to mobile payments are gradually gaining popularity in the market. According to a Market Research Report, the global mobile payment transaction volume has already reached hundreds of billions of dollars, showing a high growth trend. At the same time, it can be observed that the widespread use of mobile payments around the world has had a profound impact on business marketing strategies and sales models. This study aims to explore consumers' perceptions of the usefulness, ease of use, and trustworthiness of the mobile payment through the technology acceptance model. It also aims to investigate consumers' attitudes towards the application of this technology and further explore their willingness to use it.
This study found that both perceived usefulness and attitude had a significant positive impact on consumers' intention to use mobile payments. However, perceived usefulness and trust didn’t have a significant influence on consumers' intention to use mobile payments. This suggests that consumers' intention to use mobile payments relies not only on their attitude towards information security but also on the potential differences brought about by technological advancements in the era. Similarly, it can be inferred that in the future, industries aiming to provide consumers with more diverse transaction methods through mobile payments should focus on enhancing consumers' willingness to use mobile payments in order to simultaneously enhance the effectiveness of related benefits.

目錄
中文摘要 I
ABSTRACT II
致謝 III
目錄 IV
表目錄 V
圖目錄 VI
壹、緒論 1
一、 研究背景 1
二、 研究目的 2
三、 研究目標 2
貳、文獻探討 4
一、 行動支付概述 4
二、 影響消費者使用行動支付的因素 7
參、研究方法 10
一、 研究假設 10
二、 研究架構 12
三、 問卷設計 13
四、 數據分析方法 14
肆、研究結果 16
一、 樣本結構分析 16
二、 研究假設與驗證 34
伍、結論 42
一、 學術貢獻與建議: 42
二、 管理貢獻與建議: 43
參考文獻 44
附錄一 52

表目錄
表1 基本資料變項之次數分配表 (N=354) 17
表2各變項之驗證性因素分析表 20
表3適合度檢測結果 22
表4構面配適度 22
表5 各構面之信效度值 25
表6態度與行動支付題目之描述性統計 27
表7知覺有用性與行動支付題目之描述性統計 29
表8信任對行動支付題目之描述性統計 30
表9知覺易用性與行動支付題目之描述性統計 31
表10使用意願與行動支付題目之描述性統計 32
表11各變項之皮爾森相關係數 34
表12各變項之斯皮爾曼相關係數 36
表13資料結構方程模型分析 38
表14信任與使用意願之關係，態度為調節變數 39
表15知覺有用性與使用意願之關係，態度為調節變數 40
表16知覺易用性與使用意願之關係，態度為調節變數 41

圖目錄
圖1 研究架構 13
圖2 因素分析圖 19
圖3 各構面標準化因素負荷量圖 24
圖4 結構方程式圖 37

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