電子商務對於虛擬支付工具之使用者期望探討-以行動支付為例

Abstract

電子商務的快速發展，更加速打破以往人們的消費及支付模式。由於現今大多數消費者會不知不覺沉浸在使用行動裝置的狀態，行動支付是透過虛擬通路完成交易，因此消費者的知覺風險通常會比在實體店面購物還大，並可能影響消費者採用行動支付態度及意向。 本研究加入電子商務安全性及信任感、虛擬世界的危險信念之兩個外部因素，以科技接受模型(Technology Acceptance Model, TAM)及整合型科技接受模式(unified theory of acceptance an use of technology, UTAUT)的理論為基礎，探討目前使用者對於行動支付使用期望，進而也了解使用者對於對於風險及網路危險信念對其行為態度及意向之影響。 研究結果顯示，網路的安全性仍是目前使用者最在意，如業者針對安全機制作提升，降低使用者的使用的不確定性，加上在使用介面及操作上能簡單，這會讓使用者對於行動支付會更有信心且提升使用率，未來如能加上政府政策及產業合作，打造出行動支付的使用環境，讓使用者更方便使用並提升使用普遍性，這也能為台灣不論在電子商務或行動支付市場創造更多商機及產值。

With rapid development of e-commerce, buying and paying habits are thoroughly being converteded from conventional ones. Today's consumers use all kinds of mobile devices overwheilmingly in their daily lives (Adopting mobile payment is to complete transaction via virtual chanels) so while choosing mobile payment they will be more aware of the risk than they shop in physique stores.With this factor will affect consumers' attidude and intentions to use mobile payment. This study is basically composed with two major thories of TAM and UTAUT to provide a wider understanding about users' expectation toward mobile payment. WIth adding two more concepts of e-commerce security and trust and danger toward in the virtual world helps to fathom how they affect users' attitude and intentions. The study result shows that network security is the most concern for users to adopt mobile payment. As long as network security is securely encaanced to eliminate uncertainty for users and operation interfeces are more user-friendly, consumers will possess confidence to use mobile payment. Taiwan government and service providers should coopeate closely together to create a better mobile payment envrionment so it will bring more business opportunities and values.