人格特質、創新抵制與轉換成本探討消費者對行動支付之使用意願

CCUR > College of Business > Department of Banking & Finance > Thesis > Item 987654321/51196

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51196

Title:	人格特質、創新抵制與轉換成本探討消費者對行動支付之使用意願 Explore Consumers Intention to Use Mobile Payment Based to Personality Traits, Innovation Resistance, Switching Costs
Authors:	聞靜
Contributors:	財務金融學系
Keywords:	行動支付人格特質創新抵制轉換成本使用意願 mobile payment personality traits innovation resistance switching costs intention to use
Date:	2021
Issue Date:	2023-02-25 11:28:55 (UTC+8)
Abstract:	近幾年金融科技蓬勃發展，讓全球許多產業改變服務模式，也讓行動支付開始崛起。臺灣的行動支付使用率逐漸提高，同時在創新科技的推動上抱持著開放的態度。然而消費者不同的人格特質對創新商品的接受程度不一，再加上創新抵制與轉換成本是抗拒使用創新產品或服務可能的原因。因此，本研究探討在目前行動科技趨勢下，不同的人格特質對行動支付的使用意願，以及消費者是否會因為創新抵制及轉換成本所產生的心理障礙及必須支付的成本，進而影響對行動支付使用的意願。本研究針對聽過行動支付的消費者進行問卷前測調查，採用SPSS軟體作為資料分析工具，將問卷回收數據進行各題項的信度分析及各變數間的相關性分析，進一步確認人格特質、創新抵制、轉換成本皆與行動支付使用意願之關聯性。研究結果發現，人格特質、創新抵制、轉換成本對於消費者使用行動支付的意願皆有顯著影響，然而，創新抵制與轉換成本僅有在具有外向性人格特質的人使用行動支付上才會產生干擾效果。 In recent years, financial technology has developed vigorously, and mobile payment has begun to rise. Taiwan's mobile payment utilization rate is gradually increasing, and it has an open attitude towards innovation and technology. However, consumers' different personality traits have different acceptance levels of innovative products, coupled with innovation resistance and switching costs are possible reasons for resisting use. Therefore, this research considers the willingness of different personality traits to use action payment, and whether consumers will influence the willingness to use action payment due to the psychological barriers and the cost of payment due to innovation resistance and switching costs. In this study, SPSS and SEM software were used as data analysis tools, and the data collected from the questionnaire were analyzed for each item. The results of the study found that personality traits, innovation resistance, and switching costs all have a significant impact on consumers' willingness to use action payments. However, innovation resistance and switching costs can only produce interference effects when people with extroverted personality traits use action payments.
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