本研究以科技接受模型為基礎，以Apple Pay 為例，去探討品牌形象以及網路口碑對的科技接受模型影響。本研究主要透過網路方式進行問卷調查，研究將 針對目前台灣地區有使用過行動支付的消費者來研究其使用意願，以使用Apple Pay 的消費者為研究對象。因行動支付屬於新支付科技，故以科技接受模型來了 解消費者對行動支付的接受程度較為適合，另加入品牌形象以及網路口碑來探討 消費者其使用意願。本研究經發放網路問卷後進行資料分析，結果如下：1. 品牌形象正向影響網路口碑；2. 網路口碑正向影響知覺有用性；3. 網路口碑對於知覺易用性呈現負相關；4. 品牌形象正向影響知覺有用性；5. 知覺易用性正向影響知覺有用性；6. 知覺有用性正向影響使用態度；7. 知覺易用性正向影響使用態度；8. 使用態度正向影響使用意圖；9. 知覺有用性正向影響使用意圖。
This study is based on the Technology Acceptance Model, with Apple Pay as an
example to explore the brand image and the impact of Internet word of mouth. This study mainly conducts a questionnaire survey through the Internet. The research will focus on consumers who have used mobile payment in Taiwan to study their willingness to use, and to study consumers. Since mobile payment is a new payment technology, it is more appropriate to use the technology acceptance model to understand the consumer's acceptance of mobile payment, and to add brand image and online word of mouth to explore consumers' willingness to use. The data analysis of this research after the distribution of online questionnaires, the results are as follows: 1.Brand image positively affects Internet word of mouth; 2. Internet word of mouth positively affects perception and usefulness; 3. Internet word of mouth has a negative correlation with ease of perception; 4. Brand image positive influence perception is useful; 5.Perceptual ease of use positive influence perception useful; 6. Perceptual
useful positive influence on use attitude; 7. Perceptual ease of use positively affects use attitude; 8. Use attitude positively affects use intention; 9. Perceptual useful positive influence use intention.
