嗶一下：從行為推理理論探討消費者行動支付持續使用意願

Tap to Pay: Investigating Consumers’Continuance Intention to Use Mobile Payment from the Perspective of Behavioral Reasoning Theory

隨著行動媒介的廣泛使用，行動支付成為近年來政府與行動支付業者大力推廣的金融科技服務之一，然而行動支付的使用情形一直不如官方和民間之預期。因此，本研究之主要目的在於運用行為推理理論來探討消費者為何願意持續使用行動支付，藉以檢驗消費者之個人價值觀及行動支付採用／抗拒原因的可能關係。本研究蒐集了536位消費者之有效資料進行分析，研究結果顯示消費者之開放改變價值觀與行動支付採用原因呈正相關，而與行動支付抗拒原因有負向關係。行動支付採用原因對行動支付態度呈現正向關聯，但與持續使用意願沒有顯著相關。行動支付抗拒原因對行動支付態度與行動支付持續使用意願皆具有顯著負向關係，並且行動支付態度與持續使用意願之間也存在正相關。本研究不僅為國內媒介心理研究提出了一項全新理論觀點以瞭解台灣民眾傳播科技之使用意願，並且提供了行動支付服務業者一些關於促進消費者採用及降低其抗拒的實務建議。

With the prevalence of mobile medium, mobile payment has become one of financial technologies that the government and mobile payment companies promote greatly. However, consumer usage of mobile payment remains not as expected. Therefore, the main purpose of this study is to investigate consumers’continuance intention to use mobile payment from the perspective of behavioral reasoning theory in order to examine possible influences of personal value and the reasons for／against mobile payment adoption. After analyzing valid data collected from 536 consumers in Taiwan, the results show that personal value (i.e., openness to change) is positively related to the reasons for mobile payment adoption, but negatively related to the reasons against mobile payment adoption. The reasons for mobile payment adoption are related to consumer attitude toward mobile payment positively, whereas the reasons against mobile payment adoption are associated with both consumer attitude and continuance intention negatively. There is also a positive relationship between consumer attitude and continuance intention. This study not only contributes to media psychology research by proposing a new theoretical perspective for understanding people’s intention to use communication technologies, but also provides mobile payment service companies with several practical implications regarding how to foster consumers’mobile payment adoption and reduce their resistance.