本研究目的主要在以計畫行為理論為基礎，探討影響消費者使用行動支付意願的因素。由於在研究者所在環境下，智慧行動裝置的普及率以及非現金的交易均已相當普遍，然而在行動支付使用的普遍性方面，與世界各其他城市相較之下卻有著出乎意料的差距。本研究即是希望藉由相關的研究，藉以了解目前台灣推展行動支付遭遇阻礙以及影響消費者使用意願的因素為何，進而提供業者可改善之方向。
本研究主要共分為理論基礎與問卷分析兩大部分。理論基礎主要的目的在尋求最適當文獻作為研究面向的支撐，以作為研究推論的依據。問卷則是針對使用智慧行動裝置之實際使用者來進行問卷的發放。本次問卷研究調查蒐集時間為30天，總填答人數244人，回收有效樣本數為241人。研究結果顯示，智慧行動裝置使用者的認知有用性、創新以及信任三個變項，對其使用行動支付的意願均有其顯著影響，換言之，行動支付等第三方支付業者若採取相應的行銷之策略，將可望提高使用者應用行動支付的使用意願。最後，本研究對於研究限制以及分析之結果加以說明，並對未來相關的研究方向提出建議。
This study ascertains the factors influencing consumers’ intention to use mobile payment based on the theory of planned behavior. Smart devices and non-cash transactions are already prevalent in Taiwan, but the utilization of mobile payment is considerably lower than other cities around the world. This study examines the difficulties encountered in the implementation of mobile payment in Taiwan, as well as the factors influencing consumers’ intention to use to understand directions for making improvements.
This study consists of two parts, the theoretical foundation and question-naire analysis. Suitable literature is found to support the theoretical foundation and used as the basis of reasoning. Questionnaires are issued to smart device users. The survey period of this is study was 30 days, 244 subjects filled out the questionnaire, and 241 effective samples were collected. Results showed that users’ perception, innovation, and trust in mobile devices significantly influenced their intention to use mobile payment. In other words, mobile payment service providers can increase users’ intention to use mobile payment by adopting corresponding marketing strategies. Finally, this study analyzes research results, points out research limitations, and proposes recommendations for future studies.
