影響消費者使用行動支付意願之研究-以智慧型穿戴裝置為例

 

The Research of Consumer Behavioral Intention for Using Mobile Payment Service - A Case of Smart Wearable Device

 

游堯忠

國防大學資訊管理學系

中央北路二段70

台北市112北投區

yyj0419@gmail.com

 

徐東山

國防大學資訊管理學系

中央北路二段70

台北市112北投區

valater@gmail.com

 

林雨萱

國防大學資訊管理學系

中央北路二段70

台北市112北投區

yuxuanlin711227@gmail.com

 

摘要

隨著資訊科技進步,多樣化的支付型態已逐漸取代傳統現金支付的方式,消費者已不需攜帶錢包即可出門消費,而目前相關支付使用行為的研究則以以智慧型手機與平板的NFC行動支付為趨勢,少針對智慧型穿戴型裝置結合行動支付進行探討。故本研究探討以智慧型穿戴裝置進行行動支付使用意願之研究,將科技接受度模式與創新擴散理論結合,嘗試了解使用者使用智慧穿戴裝置進行支付行為的影響因素。

本研究架構以結構方程模式進行驗證,以便利抽樣方式透過量化問卷進行資料蒐集,共計回收有效問卷270份。後則以PLS進行研究模型驗證,使用SmartPLS 3.0進行信度、效度分析以及路徑分析並驗證其假說。研究結果顯示知覺便利性佔有重大因素,對知覺有用性、知覺易用性有顯著正向影響;創新擴散理論中的結果可展示性、可視性對於使用態度有顯著正向影響。而使用態度亦對行為意圖有顯著正向影響。因此本研究建議智慧型穿戴裝置相關廠商,應整合國內行動支付業者,進行相關行銷策略,增加此支付方式能見度,進而提升台灣行動支付的使用率。

 

關鍵詞:智慧型穿戴裝置、行動支付、科技接受度模式、創新擴散理論

 

 

Abstract

With the advancement of information technology, diversified payment types have gradually replaced traditional cash payment methods, and consumers can go out and spend without carrying cash or credit cards. Recently, literature on payment use behaviors is mostly based on smart phones and tablets. Although NFC action payments has become a trend, the research on smart wearable devices combined with mobile payments are still meagre. Therefore, this study investigates the willingness to use mobile wearable devices for mobile payment which combines the technology acceptance model (TAM) with the innovation diffusion theory. We make an attempt to understand the factors that influence users' advising smart wearable devices for payment behaviors.

The research was verified by the structural equation model, which facilitated the sampling method to collect data through the quantitative questionnaire. There are 270 valid questionnaires collected. After that, the research model was validated by PLS, and we utilized Smart PLS 3.0 to perform the reliability, validity and path analysis for the purpose of hypothesis verification. The result shows that the perception of convenience plays a significant role in the research with a significant positive impact on perceptual usefulness and perceived ease of use. And result demonstrability and visibility of innovation diffusion theory have a significant positive impact on the attitude of use, in which also has a profound positive impact on behavioral intention. Therefore, this study suggests that manufacturers of smart wearable devices should integrate domestic mobile payment providers to carry out relevant marketing strategies, increasing the visibility of this sort of payment method, and thus increase the use of mobile payment in Taiwan in the near future.

 

Keywords: Smart wearable device, mobile payment, Technology Acceptance Model, Innovation Diffusion Theory