品牌形象對消費者使用LINE Pay 行動支付意願之研究

A study on the influence of brand image on consumers’willingness to use LINE Pay mobile payment

現今的網路科技發達，也帶動了智慧型手機的蓬勃發展，已將近達到人手一機的普及，也因此改變了現代人的生活方式，也在政府全力推動的政策下，開啟了行動支付的新趨勢。本研究針對探討消費者使用行動支付時，會因[品牌形象]進而改變使用意願。以近年行動支付的相關文獻探討及產業現況，試著以台灣目前行動支付市占率最高的「LINE Pay」為例。本研究採用網路問卷方式且不記名，問卷回收後並以統計軟體SPSS22.0作為統計分析工具，將回收樣本進行敘述性統計分析、信度分析、獨立樣本t檢定、單因子變異數分析及迴歸分析等方式，進行分析及統計。最後研究結論，除教育程度及職業外，皆會因品牌形象影響其使用意願。

Today's advanced Internet technology has also led to the vigorous development of smart phones, which have almost reached the point where everyone has one mobile phone. This has also changed the lifestyle of modern people. Under the policies promoted by the government, mobile payment has also opened up. new trend. This study aims to explore how consumers will change their usage intention due to [brand image] when using mobile payment. Based on the literature review and industry status of mobile payment in recent years, let’s take“LINE Pay”, which currently has the highest mobile payment market share in Taiwan, as an example. This study adopts an online questionnaire and is anonymous. After the questionnaire is collected, the statistical software SPSS22.0 is used as a statistical analysis tool. The collected samples are subjected to narrative statistical analysis, reliability analysis, independent sample t test, single-factor variance analysis and Perform analysis and statistics using regression analysis and other methods. The final research conclusion is that in addition to education level and occupation, brand image will affect their willingness to use.