以科技接受模式探討越南消費者使用電子錢包之意圖

An Application of the Technology Acceptance Model to Examine Vietnamese Consumers' Intention to Use E-Wallets

本研究旨在探討越南消費者對電子錢包的使用意圖，因應越南數位轉型下非現金支付的蓬勃發展，既有科技接受模式（TAM）難以全面解釋新興市場的風險與行為特質，故本研究整合TAM為核心架構，納入「產品知識」、「相容性」與「知覺風險」作為外生變數，建構一完整之行為意圖模型。
研究方法採量化實證，以越南電子錢包使用者為對象，透過線上問卷取得352份有效樣本。經信效度分析驗證，各量表Cronbach'sα介於.886至.915，具優異可靠性。實證結果顯示：（一）單一迴歸證實產品知識對知覺有用性、易用性及使用意圖具顯著正向影響；（二）多元迴歸分析（R^2 = .722）發現，相容性（β= .582）與知覺有用性（β= .174）為核心驅動因素，其中相容性的影響力最鉅，而知覺易用性在納入相容性後對意圖無直接顯著影響；（三）知覺風險呈現顯著正向影響（β= .080），反映出高頻使用者在便利與風險間並存的「隱私悖論」。
此外，人口背景分析顯示性別、職業、教育與收入在多數構面存在顯著差異。最後，本研究根據實證發現提出管理建議：業者應強化分眾化產品教育以提升用戶知識，並透過異業結盟擴大支付場景以增強情境相容性。此外，應建立透明的資安監理機制以緩解用戶風險疑慮，助力越南電子支付市場之永續發展。

This study aims to investigate Vietnamese consumers' intention to use e-wallets. In response to the flourishing development of non-cash payments under Vietnam's digital transformation, the existing Technology Acceptance Model (TAM) has difficulty fully explaining the risks and behavioral characteristics of emerging markets. Therefore, this study integrates TAM as the core framework and incorporates ''Product Knowledge,'' ''Compatibility,'' and ''Perceived Risk'' as exogenous variables to construct a comprehensive behavioral intention model.
The research method adopts quantitative empirical analysis, targeting Vietnamese ewallet users, and obtained 352 valid samples through an online survey. Verified by reliability and validity analysis, the Cronbach’sαof each scale ranges from .886 to .915, demonstrating excellent reliability.
The empirical results show that: (1) Simple regression confirms that Product Knowledge has a significant positive impact on Perceived Usefulness, Perceived Ease of Use, and Usage Intention; (2) Multiple regression analysis (R²= .722) finds that Compatibility (β= .582) and Perceived Usefulness (β= .174) are the core driving factors for usage intention, with Compatibility having the greatest influence, while Perceived Ease of Use has no direct significant impact on intention after incorporating Compatibility; (3) Perceived Risk shows a significant positive impact (β= .080), reflecting the ''Privacy Paradox'' where high-frequency users coexist with both convenience and risk. In addition, demographic background analysis shows that gender, occupation, education, and income have significant differences across most constructs.
Finally, based on the empirical findings, this study proposes management suggestions: operators should strengthen segmented product education to enhance user knowledge and expand payment scenarios through cross-industry alliances to enhance contextual compatibility. Furthermore, transparent security supervision mechanisms should be established to alleviate users' risk concerns, contributing to the sustainable development of Vietnam's electronic payment market.