創新的採用與抵制：以行動支付服務為例

Adoption and Resistance to Innovation: A Case of Mobile Payment Services

賴明政(Ming-Cheng Lai)；李姿穎(Tzu-Ying Lee)；楊燕枝(Yann-Jy Yang)

行動支付 ； 消費者創新性 ； 資訊科技愛好傾向 ； 創新抵制 ； mobile payment service ； consumer innovativeness ； gadget loving ； innovation resistance

行銷評論

15卷2期（2018 / 06 / 01）

291 - 319

繁體中文

在科技快速創新發展下，人類的生活形態呈現快速地演變。行動支付在行動裝置與行動網路的普及趨勢下，逐漸被消費者所青睞。然而，如何消費者對於新產品或服務的採用與否與個人特質高度有關，亦對創新採用意圖產生了正向與負向的影響。本研究以消費者創新性、資訊科技愛好傾向等消費者正向人格特質為研究變數，探討其對消費者採用行動付服務的影響；另在負向人格特質影響因素，本研究著重於探討創新抵制對採用行動付服務的影響。本研究採用網路進行問卷資料蒐集，有效問卷共551份，並使用PLS 2.0進行結構模型的假說檢定。本研究結果發現：(1)全域創新對科技創新傾向具有正向影響；(2)全域創新對資訊科技愛好傾向具有正向影響；(3)資訊科技愛好傾向對科技創新傾向具有正向影響；(4)科技創新傾向對行動支付採用意圖具有正向影響；(5)創新抵制對行動支付採用意圖具有負向影響。本研究同時探討了消費者對行動支付的採用與抵制，彌補過去文獻的不足，亦可幫助行動支付業者區隔出優先採用行動支付的消費者，與辨識消費者抵制行動支付的因素。

Under the rapid development of science and technology, human life forms are rapidly evolving. Mobile payment is gradually favored by consumers under the trend of mobile devices and mobile networks. However, how consumers adopt new products or services is highly relevant to their personal traits, and it also has a positive and negative impact on the intentions of innovation. Therefore, this study focuses on the relationship between consumer innovativeness, gadget loving, and their influence on consumer adoption of mobile payment services. There are many reasons will influence the adoption of new products or services. In addition to the positive personality traits, there also many negative factors. For negative factors, this paper focuses on how innovation resistance influences the adoption of mobile services. In this study, there has a total of 551 valid questionnaires, and the hypothesis test of structural model was using PLS 2.0. The results show that (1) global innovativeness has significant positive influence on technological innovativeness; (2) global innovativeness has significant positive influence on gadget loving; (3) gadget loving has significant positive influence on technological innovativeness; (4) technological innovativeness has significant positive influence on the adoption of mobile payment; (5)innovation resistance has significant negative influence on the adoption of mobile payment. This study explored the adoption and resistance of consumers to mobile payment and complements the gap of literature in the past. This study also helps mobile payment providers to separate the consumer who will first use the mobile payment, as well as to identify factors that consumers are resistant to mobile payment.

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