| 摘要: | 金融科技的發展帶動行動支付服務的崛起，而行動支付主要是應用無線技術或其它通訊科技並透過行動裝置來對產品、服務及賬單進行交易。接近移動支付 (Near Field Communication;以下簡稱 NFC) 是未來發展行動支付服務的主流，但因NFC屬非接觸式交易之技術，對新科技之接受程度會產生疑慮致使用率降低。故本文整合科技接受模型與層級分析法建構一層級化模型分析使用者採用NFC交易之關鍵重要因素。而關鍵重要因素排序結果為交易安全度、資料庫安全度與簡單操作。因此，在交易安全度上金融機構應提高使用者與商家在交易時所產生資訊流之傳輸安全，避免交易過程被截取交易資訊。而在資料庫安全因素中，金融機構與商家皆可將使用者過去交易的歷史記錄、消費行為、偏好等儲存於特定資料庫，故金融機構與商家應增進資料庫伺服器之安全以防止顧客相關資料被竊取。最後是簡單操作因素，因NFC屬於高科技技術的交易媒介，其操作介面、流程及步驟等應盡可能降低其複雜程度以達到縮小使用者之應用門檻。本文所建構之評估架構結合科技接受模型及層級分析法不僅在學術上提供一套新型框架來評估使用者採用NFC關鍵因素；而在實務上則可提供一個衡量工具以瞭解使用者採用NFC之關鍵重要因素並透過關鍵重要因素來促進NFC的使用率更普及化。
The development of FinTech has resulted in the rise of Mobile Payments, a payment method that is performed to purchase products and services, or to make a bill payment, mainly via mobile devices with the assistance of wireless application and other communication technology. While Near Field Communication (NFC) is considered a dominant trend for the future development of mobile payment, its contact-less nature entails too many cutting-edge technologies, which may compromise users’ acceptance and usage owing to their doubts on emerging technologies. This study aims to integrate Technology Acceptance Model (TAM) and Analytic Hierarchy Process (AHP) to construct a hierarchical model, with which the key factors contributing to consumers’ acceptance of NFC are analyzed. As evaluated through the hierarchical model, the key contributors are, presented orderly, trading security, database security, and the friendliness of operation. As can be seen, financial institutes should enhance the security on the transfer of information implicated in the process of trade between customers and businesses, lest any data should be intercepted. In terms of database security, since both financial institutes and businesses can keep track of the customers’ record, such as trade history, consuming behavior, preferences, and habits in a database, it is advisable that their database security mechanism be improved to keep the customers’ information from leaking. Lastly, as NFC is an advanced means of trading, the user interface, operation, and process should be as less complicated as possible. The model presented in this study, which combines TAM and AHP, not only creates a new framework for evaluating the key contributors to consumers’ adoption of NFC, but in practice, it can be an assessment tool for businesses and financial institutes to investigate what contributes to the adoption of NFC, so as to promote the usage of NFC. |
