探討消費者對整合加密貨幣行動支付的使用意願之研究

Abstract

隨着智慧型手機與無線網路的普及，行動支付在世界各國迅速發展。雖然台灣是使用智慧型手機人口最多的國家，但是消費者對行動支付的使用率並不高，落後於南韓、香港、新加坡等亞洲國家。另外，加密貨幣可用於購買虛擬或實體的商品與服務，可是目前台灣國內只有少數的店家接受加密貨幣支付，尚未普及。因此，本研究欲探討影響消費者採用整合加密貨幣行動支付的因素。 本研究以科技接受模型與計劃行為理論為主要理論基礎，並加入知覺安全性、個人創新、相對優勢、方便性等變數。本研究以台灣消費者為研究對象，利用網路問卷的方式蒐集資料，共回收有效問卷473份。 本研究結果發現：（1）個人創新與方便性對知覺易用性有正向影響，而相對優勢對知覺易用性無顯著影響；（2）相對優勢與方便性對知覺有用性有正向影響，而個人創新對知覺有用性無顯著影響；（3）知覺易用性對知覺有用性有正向影響，而知覺安全性對知覺有用性無顯著影響；（4）知覺有用性、知覺安全性、主觀規範、知覺行為控制對使用意願有正向影響，而知覺易用性對使用意願無顯著影響。本研究根據研究結果提出實務管理建議，以提供相關業者參考。

As the popularity of smart phones and wireless communication networks raises, mobile payments have been rapidly developed around the world. Although Taiwan has the highest smartphone penetration in the world, its rate of mobile payments adoption is lower than South Korea, Hong Kong and Singapore. In addition, cryptocurrency can be used to purchase virtual or physical goods and services. However, there are only a few of shopkeepers in Taiwan currently accept cryptocurrency payments. Cryptocurrency payments have not yet become popular in Taiwan. Therefore, the purpose of this study was to explore the factors that affect consumer adoption of integrated cryptocurrency mobile payments. This research was based on Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), with the consideration of other variables such as perceived security, personal innovation, convenience, relative advantage. The model is empirically tested through online questionnaires. With a sample of 473 consumers, Partial Least Squares (PLS) was used in the data analysis process. The research results showed that: (1) Personal innovation and convenience have significant positive impacts on perceived ease of use, and relative advantage has no effect on perceived ease of use. (2) Relative advantage and convenience have significant positive impacts on perceived usefulness, and personal innovation has no effect on perceived usefulness. (3) Perceived ease of use has a significant impact on perceived usefulness, and perceived security has no effect on perceived usefulness. (4) Perceived usefulness, perceived security, subjective Norm and perceived behavioral control have significant positive impacts on adoption intention. This study proposed practical management recommendations based on research results to provide relevant industry reference.