以創新抵制探討行動支付的使用意圖

The intention of use of mobile payment: an investigation based on the innovation resistance theory

科技的進步提高了生活的便利性，智慧型手機的普及與快速的行動網路，使得行動支付越來越方便。儘管在台灣智慧型手機的普及率相當高，但資料顯示使用行動支付的比率卻相當低，本研究係結合新產品研究中的創新抵制理論與科技接受模型來探討消費者對行動支付的接受與抗拒的原因。本研究採用網路問卷，於台灣的社群平台PTT徵求填答者529份，其中有效問卷共計473份，使用結構方程模式進行使用障礙、價值障礙、風險障礙、傳統障礙與形象障礙和感知易用性、有用性與使用意圖之間的關係。本研究提出了一個研究框架，以深入了解阻礙消費者採用行動支付的因素。結果顯示使用障礙、風險障礙與傳統障礙對感知易用性有負向影響，而價值障礙與形象障礙對感知有用性有負向影響；同時感知易用性對感知有用性為正向影響，並進而影響使用意圖。本文能夠提供行銷人員改善行動支付相關的問題，給予行動支付相關產業各方制定業務策略和行銷活動參考。過去對於影響台灣行動支付的研究甚少。本研究突顯風險障礙、傳統障礙與形象障礙所產生的影響，尤其對於行動支付所牽涉到心理層面的隱私與安全的問題，業者更需注意並建構完善的消費環境與資訊安全的保證以利行動支付的推廣。

As the smart phones become popular and the speed of mobile internet access gets higher, everyday payment is more likely to be carried out through mobile phones. The mobile has become a mobile wallet thanks to the integration of technologies such as NFC, QR codes, apps and accessories, and financial services such as credit cards and debit cards. The actual usage rate of mobile payment in Taiwan is still low compared to the prevalence of mobile phones. We combined the innovation resistance theory in new product acceptance research and the technology acceptance model in this study to explore the reasons of acceptance and resistance of mobile payment among consumers. 478 valid samples were collected from 529 respondents in a questionnaire through the Taiwanese Internet community, PTT. We used the linear structural model to analyze the relationship between usage barriers, value barriers, risk barriers, psychological barriers, and perceived ease of use, perceived usefulness, intention to use and intention of adoption. In this study, we found that 1) perceived ease of use is negatively related to usage barriers, risk barriers and psychological barriers; 2) perceived usefulness is negatively related to value barriers; 3) perceived ease of use is positively related to perceived usefulness, and in turn affects the intention to use and the intention of adoption. The results could provide valuable directions for marketing practitioners to improve the mobile payment services, and guidance in formulating business strategies and marketing events of mobile phone manufacturers, credit card issuers, payment brokers, bank policy makers, and mobile payment system providers.