| 摘要: | 行動支付是電子商務備受關注的一大領域，科技業發展行動支付的目的在於能改善人工收費的效率、以及減少交易成本等。在亞洲國家中，日本NTT DOCOMO公司研發Suica卡，是行動支付系統最完善的一個。台灣所使用的悠遊卡為非接觸式的行動支付系統，為了解發卡量高達四千萬張，且每日交易量已達518萬筆的悠遊卡，雖已成為行動支付的主要工具，然而，台灣使用行動支付付款的比例卻仍只有25.8%的原因。本研究探討使用者使用悠遊卡付款的影響因素有那些，希望能夠提升行動支付付款的使用量。本研究結合了計畫行為理論(TPB)以及科技接受模式(TAM)，並加入知覺安全性及服務品質等因素來建立研究模型，探討使用者對於行動支付的使用意圖。
研究結果發現，悠遊卡的知覺易用性和知覺安全性沒有顯著的影響使用者的使用態度；而能夠提升效率的知覺有用性及服務品質會正向影響使用者的使用態度。再者，本研究發現，使用者的使用態度會正向影響使用者的使用意圖。
Mobile payment is a major concern in the electronic commerce field. The objective of development of mobile payment is to improve the efficiency of labor and reduce transaction costs. In Asian countries, the most successful mobile payments systems is Japan’s Suica Card. The Easy Card is a contactless mobile payment in Taiwan. Although the amount of Easy Card had been issued more than 42 million and daily transaction of Easy Card reaches 5.18 million, in order to understand the reasons that the use of mobile payment was only 25.8%, the purpose of this study tried to observe what are the factors that impact user to use the Easy Card, and enhance the intentions for users to use mobile payment to pay. This study combine the theory of planned behavior (TPB) and technology acceptance model (TAM). In addition, perceived security and service quality are added to establish a new research model to discuss the intentions for users to use mobile payment.
The factor of perceived ease of use and perceived security are not positively related with user’s attitude significantly. Then perceived usefulness and service quality are positively related with user’s attitude. User’s attitude is positively related with user’s behavioral intention. |
