文化大學機構典藏 CCUR:Item 987654321/44949
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    题名: 臺灣消費者採用行動支付之行為意圖 -UTAUT2模型和 DOI理論之應用
    Exploring the Behavioral Intention of Taiwanese Consumers to Adopt Mobile Payment – Application of UTAUT2 Model and DOI Theory
    作者: 丁裕恆
    贡献者: 財務金融學系
    关键词: 行動支付
    延伸整合型科技接受模型
    創新擴散理論
    行為意圖
    偏最小平方法
    mobile payment
    UTAUT2
    DOI
    behavioral intention
    PLS
    日期: 2019
    上传时间: 2019-08-28 11:19:39 (UTC+8)
    摘要: 全球行動支付市場成長迅速，行動支付的出現已經逐漸成為交易的主流。行動支付的便利性，不只取代了實體金錢往來，也降低了交易時間，符合現代人強調生活便利的需求。行動支付在行動商務中扮演重要的角色，掌握行動支付吸引消費者採用的因素，能為行動商務帶來更多的發展機會，使行動商務的產值獲得更大的提升。全球行動支付市場成長迅速，行動支付的出現已經逐漸成為交易的主流。行動支付的便利性，不只取代了實體金錢往來，也降低了交易時間，符合現代人強調生活便利的需求。本研究以延伸整合型科技接受模型(Extend unified theory of acceptance and use of technology, UTAUT2)及創新擴散理論(Diffusion of innovation, DOI)為主要理論架構，進一步探討如何影響消費者之行為意圖。本研究透過偏最小平方法(Partial Least Squares, PLS)進行資料分析，以驗證研究模型與假設，研究結果顯示社會影響、便利條件、享樂動機、相容性、創新、相對優勢和可觀察性，對消費者採用行動支付之意圖有正向影響。
    With the rapid growth of the global mobile payment market, mobile payment has gradually become a mainstream payment in transactions. Apart from replacing the cash-based transaction, mobile payment has shortened transaction time and meets modern people’s demand for a more convenient life. As mobile payment plays an important role in mobile business, finding out the factors which drive consumers to use it will bring more opportunities for the development of mobile business and greatly increase the output of mobile business. With the rapid growth of the global mobile payment market, mobile payment has gradually become a mainstream payment in transactions. Apart from replacing the cash-based transaction, mobile payment has shortened transaction time and meets modern people’s demand for a more convenient life. With the Extending Unified Theory of Acceptance and Use of Technology (UTAUT2) and the Diffusion of Innovations (DOI) Theory as the main theoretical frameworks, this study delves into the factors which influence consumers’ behavioral intention. Partial least squares regression was used for data analysis. The empirical results showed that social influence, facilitating conditions, hedonic motivation, price value, compatibility, relative advantage and observability had positive effect on the behavioral intention of adopting mobile payment.
    显示于类别:[財務金融學系 ] 博碩士論文

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