| 摘要: | 行動支付是近年極受關注的交易形式，透過智慧型手機等行動設備，只需以近端感應方式即可進行金融交易。本研究使用延伸型整合科技接受模型，並且將犬儒主義(cynicism)與二項文化因素：個人/集體主義(individualism/collectivism)與陽剛/溫柔特質(masculinity/femininity)納入模型作為分群差異變數，以了解民眾對於新產品或服務的不信任以及文化因素是否對於行動支付使用意圖產生影響。本研究總共回收286份有效問卷，研究顯示，績效預期、性價比二項變數為影響行動支付使用意圖的因素，使用者重視使用行動支付時的效率；以及在乎行動支付的使用性能，是否與實際價格呈現正向的使用效率。至於低犬儒主義者與個人主義者受到性價比的影響；在陽剛/溫柔特質中，績效預期與性價比皆獲得兩族群重視。研究結合不同領域之知識，希望對行動科技的行銷提供更宏觀的視野。
Mobile payment makes concerned with financial transaction recent years. The study use the extended unified theory of acceptance and use of technology (UTAUT2), with moderaters of cynicism, individualism/collectivism, and masculinity/femininity to examine how the factors affecting the acceptance of mobile payment users. In this study, we collected 286 valid questionnaires. The study demonstrates that performance expectation and price value are the main factors which influences behavior intention of mobile payments. Users pay attention to the efficiency when use mobile payments. And users care about performance whether the actual prices are equivalent, and positive in use efficiency. Cynicism and individualism both are affected by the price value. Last, as the masculinity and femininity, performance expectations and price value are both important to users who exist these two traits. The research combines the knowledge in different fields and hopes to provide a more macro perspective on the marketing of mobile technology. |
