| 摘要: | 本研究結合了計畫行為模式及科技接受模型，加入了感知風險調節變數，試圖了解影響行動支付的因子。本研究依此建構模型，納入感知易用性、感知有用性、態度、主觀規範、感知行為控制及行動支付的行為意圖作為研究變數，並提出七項假說。運用問卷調查法蒐集樣本，並以結構方程模型 (SEM) 分析，進行假說驗證。研究結果，全體樣本(不論疫情前後)共有四條假說顯著分別為：「感知易用性→感知有用性」、「感知有用性→態度」、「態度→行為意圖」、「感知行為控制→行為意圖」。另外，引用感知COVID-19風險為調節變數，透過比較分群樣本的差異分析，發現四條路徑上有顯著的差異，分別為：「感知易用性→感知有用性」、「感知易用性→態度」、「主觀規範→行為意圖」、「感知控制→行為意圖」。以上結果能幫助業者及政策制定者在疫情期間規劃行動支付的服務並增加使用率。
This study combines the planned behavior model and the technology acceptance model, and adds cognitive risk moderator variables to try to understand the factors that affect action payment. This study constructs a model based on this, including cognitive ease of use, cognitive usefulness, attitude, subjective norm, cognitive behavioral control and behavioral intention of action payment as research variables, and proposes seven hypotheses. Questionnaires were used to collect samples, and the structural equation model (SEM) analysis was used to verify the hypothesis. There are four significant hypotheses in the whole sample (regardless of before and after the epidemic): "cognitive ease of use → cognitive usefulness", "cognitive usefulness → attitude", "attitude → behavioral intention", and "cognitive behavioral control → behavioral intention". This study cited the cognitive risk of COVID-19 as a moderator variable, and found significant differences in four pathways by comparing the difference analysis of grouped samples, namely: "cognitive ease of use → cognitive usefulness", "cognitive ease of use → attitude", "subjective norm → behavioral intention", "cognitive control → behavioral intention". The above results can help industry and policy makers plan and increase use of mobile payment services during the epidemic |
