探索行動支付採用下信任轉移

Exploring Trust Transfer in Mobile Payment Adoption

隨著近年來行動裝置受到歡迎，行動支付也成為企業廣泛發展的方向，在新科技不確定的情況下，信任與保證被認為是行動支付採用的重要因素。因此，瞭解行動支付採用流程對於服務提供者來說是必要的策略，也可以讓潛在使用者認為行動支付是值得信任，本研究透過Stewart （2003）的信任轉移模式分析信任的行為意向，套用於行動支付採用上，進一步探索信轉移流程的因果關係，以及影響行動支付採用的重要因素。本研究發現使用者有強的網絡連結與認知相似性，對於企業傾向於信任行動支付採用。訊號亦直接影響認知信任與使用意向，本研究提供組織實證結果，進一步勾勒行動支付行銷策略。

With the popularization of mobile devices in recent years, mobile payment has been widely developed for companies. Trust and assurance are considered crucial factors in mobile payment adoption because of the uncertainty toward the new technology. Thus, the understanding of the mobile payment adoption process is necessary for the service providers to formulate a strategy, which convinces potential users that mobile payment is trustworthy. This research analyzes the behavioral intention of trust with the trust transfer model proposed by Stewart (2003). We apply trust transfer model to mobile payment adoption, discover the causal relationships among trust transferring process, and explore the factors that influence the intention to adopt mobile payment. This research has found the one with strong number of ties and perceived similarity, participants will have firm trusting beliefs and comfortably incline to mobile payment adoption. Signals can directly affect trusting beliefs and intention to use. The study provides empirical evidence for organizations to draw up a mobile payment marketing strategy.