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dc.contributor.author蕭丞傑zh_TW
dc.contributor.author顏子墉zh_TW
dc.contributor.authorCheng-Chieh Hsiaoen_US
dc.contributor.authorDarryl Yenen_US
dc.date.accessioned2024-02-26T08:19:07Z-
dc.date.available2024-02-26T08:19:07Z-
dc.date.issued2024-01en_US
dc.identifier.issn1680-8428en_US
dc.identifier.urihttps://ccis.dcat.nycu.edu.tw/web/backissues/backissues_list_in.jsp?lang=tw&pp_id=PP1706707772812&left_code=cpen_US
dc.identifier.urihttp://dx.doi.org/10.29843/JCCIS.202401_(46).0003en_US
dc.identifier.urihttp://hdl.handle.net/11536/162647-
dc.description.abstract隨著行動媒介的廣泛使用,行動支付成為近年來政府與行動支付業者大力推廣的金融科技服務之一,然而行動支付的使用情形一直不如官方和民間之預期。因此,本研究之主要目的在於運用行為推理理論來探討消費者為何願意持續使用行動支付,藉以檢驗消費者之個人價值觀及行動支付採用/抗拒原因的可能關係。本研究蒐集了536 位消費者之有效資料進行分析,研究結果顯示消費者之開放改變價值觀與行動支付採用原因呈正相關,而與行動支付抗拒原因有負向關係。行動支付採用原因對行動支付態度呈現正向關聯,但與持續使用意願沒有顯著相關。行動支付抗拒原因對行動支付態度與行動支付持續使用意願皆具有顯著負向關係,並且行動支付態度與持續使用意願之間也存在正相關。本研究不僅為國內媒介心理研究提出了一項全新理論觀點以瞭解台灣民眾傳播科技之使用意願,並且提供了行動支付服務業者一些關於促進消費者採用及降低其抗拒的實務建議。zh_TW
dc.description.abstractWith the prevalence of mobile medium, mobile payment has become one of financial technologies that the government and mobile payment companies promote greatly. However, consumer usage of mobile payment remains not as expected. Therefore, the main purpose of this study is to investigate consumers’ continuance intention to use mobile payment from the perspective of behavioral reasoning theory in order to examine possible influences of personal value and the reasons for/against mobile payment adoption. After analyzing valid data collected from 536 consumers in Taiwan, the results show that personal value (i.e., openness to change) is positively related to the reasons for mobile payment adoption, but negatively related to the reasons against mobile payment adoption. The reasons for mobile payment adoption are related to consumer attitude toward mobile payment positively, whereas the reasons against mobile payment adoption are associated with both consumer attitude and continuance intention negatively. There is also a positive relationship between consumer attitude and continuance intention. This study not only contributes to media psychology research by proposing a new theoretical perspective for understanding people’s intention to use communication technologies, but also provides mobile payment service companies with several practical implications regarding how to foster consumers’ mobile payment adoption and reduce their resistance.en_US
dc.language.isozh_TWen_US
dc.publisher國立陽明交通大學傳播與科技學系zh_TW
dc.publisher台灣資訊社會研究學會zh_TW
dc.publisherDepartment of Communication & Technology at National Yang Ming Chiao Tung Universityen_US
dc.publisherTaiwan Academy for Information Society.en_US
dc.subject行為推理理論zh_TW
dc.subject行動支付zh_TW
dc.subject持續使用意願zh_TW
dc.subject個人價值觀zh_TW
dc.subject創新抗拒zh_TW
dc.subject創新採用zh_TW
dc.subjectBehavioral reasoning theoryen_US
dc.subjectPersonal valueen_US
dc.subjectContinuance intentionen_US
dc.subjectInnovation adoptionen_US
dc.subjectMobile paymenten_US
dc.subjectResistance to innovationen_US
dc.title嗶一下:從行為推理理論探討消費者行動支付持續使用意願zh_TW
dc.titleTap to Pay: Investigating Consumers’ Continuance Intention to Use Mobile Payment from the Perspective of Behavioral Reasoning Theoryen_US
dc.typeCampus Publicationsen_US
dc.identifier.doi10.29843/JCCIS.202401_(46).0003en_US
dc.identifier.journal資訊社會研究zh_TW
dc.identifier.journalThe Journal of Information Societyen_US
dc.citation.issue46en_US
dc.citation.spage31en_US
dc.citation.epage66en_US
顯示於類別:資訊社會研究


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