以隱私計算的觀點探討使用者採用NFC支付意圖之研究

Abstract

NFC支付是新興的一種行動支付方式，它擁有快速以及多功能的好處，因此被認為將會是未來行動支付市場的主流；但是NFC支付涉及使用者的個人資訊及金融資訊，因此過去NFC支付的研究以及市場調查都認為隱私是抑制NFC支付發展的重要因素，所以本研究想探討使用NFC支付的效益及隱私風險是如何影響使用者的採用意圖。 過去文獻中認為使用者的採用意圖是隱私計算後的結果，而本研究也以隱私計算理論為基礎，並加入NFC支付的特性，探討使用者採用NFC支付的意圖。本研究利用發放網路問卷的方式收集資料，並用結構方程模式(Structural Equation Modeling)進行統計分析，結果顯示使用NFC支付的效益因子－易用性、相容性、相對優勢與採用意圖呈現顯著正向相關，而使用NFC支付的風險因子－認知隱私風險與採用意圖則是呈現顯著負向相關，風險前置因子對服務提供商的信任與認知隱私風險呈現顯著負向相關。 根據本研究的結果，建議未來在設計NFC支付的應用時，除了要符合現有使用者經驗之外，也要簡單容易操作，讓NFC支付的特性得以發揮，另外服務提供商也必須制定一套完整的隱私規範以保護使用者的個人資訊，降低使用者的隱私疑慮，進而增加使用者對於NFC支付的使用意願。

NFC payment is a new form of mobile payment with the advantage of being quick and versatile. However, the use of NFC payment would involve in the storage and transmission of user’s personal data and financial data. This has been evident in a number of NFC research and survey indicating that privacy concern may inhabit the development of NFC payment. Therefore, this research attempts to understand how benefit and risk may influence the intention to adopt NFC payment. In the past literature, user’s intention to adopt has been seen as the outcome of privacy calculus. In this research, we draw on privacy calculus theory and add some characteristics of NFC payment to understand user’s intention to adopt NFC payment. For empirical analysis, we distribute online questionnaire to collect data and use Structural Equation Modeling to analyze our model. Results show that the benefits of using NFC payment－ease of use, compatibility, and relative advantage have significant positive relationship with intention to adopt. The risk of using NFC payment－perceived privacy risk has significant negative relationship with intention to adopt. And the antecedent of perceived privacy risk－trust in service provider has significant negative relationship with privacy risk. Based on our results, we suggest that when designing NFC payment application, it should be not only compatible with user experience but ease of use. Therefore, service providers should formulate a complete privacy policy to protect users’ data in order to reduce users’ privacy concern and increase the intention to adopt NFC payment.