以計劃行為理論探討在近端支付上的行為意向研究 －以手機信用卡為例

Abstract

因科技應用帶動整體金融服務型態的轉變，行動支付議題在台灣延燒，而手機信用卡因結合科技資訊與金流服務上的應用，也成為銀行業者在跨足行動支付市場。針對「手機信用卡」新型態科技產品，使用者在面對該行動支付方式時，其個人心理層面如何影響未來使用行為將是本研究想要探討的主題。本研究彙整相關文獻，提出以計劃行為理論作為研究架構，並加上人口統計變數探討是否會影響其使用行為。 本研究主要以計畫行為理論的觀點，探討主觀規範、態度、知覺行為控制與行為意向及使用意願的關連性。本研究採問卷調查法，以台北市地區具有NFC近端支付支付使用經驗為研究對象，共發出問卷500份，有效問卷445份。使用之統計方法，包括信度分析、效度分析、描述統計分析、獨立樣本t檢定、單因子變異數分析與迴歸分析，所得研究結論如下：

1.在人口統計變項中，不同性別、教育程度的使用者，對於NFC近端支付的「使用者態度」、「主觀規範」、「知覺行為控制」、「行為意向」及「使用意願」等變項具有顯著差異 2.使用者的「使用者態度」對於NFC近端支付的「行為意向」具有正向關聯性 3.使用者的「主觀規範」對於NFC近端支付的「行為意向」具有正向關聯性 4.使用者的「知覺行為控制」對於NFC近端支付的「行為意向」具有正向關聯性 5.使用者的「行為意向」對於NFC近端支付的「使用意願」具有正向關聯性

Since the technology changed the service of whole financial field, the issue of E-mobile payment raised in Taiwan. "Mobile Phone Credit Card, MPCC", combines Information Technology and Trust with Perceived Risk on the application. Therefore, it is a way for banks to develop a mobile E-payment. In order to analyze what the user's intention will be to use MPCC which is a new type technology products in the futer. This study will try to explore this topic for better understanding. This study compiled relevant literatures, Theory of Planned Behavior model, and dimensions of the main variables which may affect. The primary purpose of this study explored the relations among subject norm, attitude, perceived behavioral control and the intention from the theory of planned behavior perspective. The questionnaire survey focused on the users who have NFC payment experiences and also live in Taipei. The total 445 valid questionnaires were collected from the 500 issued. The applied statistic tools included descriptive analysis, t test for independent samples, ANOVA for single factor, and hierarchical regression analysis. The results as following：

(1) There are significant and positive relationships among subject norm, attitude, perceived behavioral control and the intention. (2) There are a significantly positive relation among subject norm and intention. (3) There are a significant positive relation among attitude and intention. (4) There are a significant positive relation among perceived behavioral control and intention. (5) There are a significant positive relation among intention and behavior.