韓、台消費者對行動支付使用意願之研究

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Title:	韓、台消費者對行動支付使用意願之研究 A Research on Korean and Taiwanese Consumers' Intention for using mobile payment Service
Authors:	姜汶瑜
Contributors:	韓國語文學系
Keywords:	韓台行動支付消費者使用意願科技接受模式結構方程模式 Korean and Taiwan mobile payment Consumer Intention Technology Acceptance Model Structural Equation Model
Date:	2022
Issue Date:	2023-03-08 14:43:05 (UTC+8)
Abstract:	隨著科技發展成熟，以及網路、通訊技術的蓬勃發展，使得智慧型裝置已是現代人的基本配備，從而逐漸改變消費者的舊有支付模式型態，讓行動支付成為了消費者便利消費的工具之一。而韓國為起初與台灣經濟發展途徑最為相似的國家，在行動支付市場規模也同樣亮眼，故此研究將針對韓國與台灣消費者對行動支付的使用意願進行比較分析。首先，本研究以先行研究為基礎，透過科技接受模式之構面設計了八個假設，針對韓台未曾使用過行動支付，以及曾經或持續使用行動支付的消費者作為研究對象，進行了問卷調查。本研究之數據分析法主要利用SPSS統計系統進行描述性統計、信度分析、效度分析，再通過AMOS結構方程模式之路徑分析，以證實本研究推理之假設是否成立，進而探討韓台消費者對行動支付使用意願之主要影響要素。其次，本研究在韓問卷研究實證結果顯示，個人偏好對知覺有用性、知覺易用性有正向影響；知覺有用性、知覺易用性對使用態度有正向影響；個資安全對使用態度有反向影響；疫情環境對使用態度沒有顯著影響。結果發現，韓國使用者認為個人資料不易外流，信任行動支付系統，且不輕易受外部環境太大的影響，依舊使用原本的消費模式型態。在台問卷研究實證結果顯示，個人偏好對知覺有用性、知覺易用性有正向影響；知覺有用性、知覺易用性、疫情環境影響、個資安全皆均對使用態度有正向影響。根據結果，行動支付廠商應維持行動支付交易便利、快速優勢的同時，輔以差別化及相對性優惠，並確保消費者的資料安全，得以吸引及留住消費者。最後，針對行動支付，從各參考文獻觀點及本研究設計之問卷、假說分析的結果，給予研究者做後續探討的參考方向。 With the maturity of technology and the vigorous development of network and communication technology, intelligent electronic devices have become the basic equipment of modern people, thus gradually changing the old payment mode of consumers, making mobile payment a convenient consumption for consumers one of the tools. South Korea is the country with the most similar economic development path to Taiwan, also its mobile payment market size outstanding. Therefore, this research will compare and analyze the intention of consumers between South Korea and Taiwan to use mobile payment. First, based on the research, designs eight hypotheses through the technology acceptance model, and take a questionnaire of consumers who have never used mobile payment in Korea and Taiwan, and who have used or continued using mobile payment as the research object. The data analysis method of this study mainly uses the SPSS statistical system to carry out descriptive statistics, reliability analysis, and validity analysis, and then uses the path analysis of the AMOS structural equation model to confirm whether the hypothesis of this research is valid, and to comparative analysis of Korean and Taiwanese consumers’ intention to use mobile payment. Secondly, the empirical results of the questionnaire research in Korea show that personal preference has a positive impact on perceived usefulness and perceived ease of use; perceived usefulness and perceived ease of use have a positive impact on attitudes toward using; personal information security has a positive impact on attitudes toward using. But the epidemic environment has no significant effect on the attitude of using. It was found that Korean users believe that personal data is not easy to leak, they trust the mobile payment system, and not easily affected by the external environment, so still use the original consumption mode. And the empirical results of questionnaire research in Taiwan show that personal preference has a positive impact on perceived usefulness and perceived ease of use; perceived usefulness, perceived ease of use, impact of epidemic environment, and personal information security all have a positive impact on attitude toward using. According to the results, mobile payment manufacturers should maintain the advantages of convenient and fast mobile payment transactions, supplemented by differentiated and relative discounts, and ensure the security of consumers' data to attract and retain consumers. Finally, for mobile payment, from the perspectives of references and the results of the questionnaire and hypothesis analysis designed in this study, the researchers will be given a reference direction for follow-up discussions.
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