以實用價值、享樂動機為中介探討行動支付之行為意圖

Exploring the behavioral intention of mobile payment with utilitarian value and hedonic motivation

10.6495/CIMBM.201806.0051

牛涵錚(Han-Jen Niu)；林思彤(Szu-Tung Lin)；陳美仁(Mei-Jen Chen)

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

751 - 767

繁體中文

行動支付的消費模式是今日消費者與經營者互利的消費者模式，引起了產官學界的探討與研究。電子交易的消費行為模式，已經深入影響我們的日常生活，預計人類應會更適應行動設備的使用，利用行動設備進行日常交通運輸、購物行為，而人們也將越來越依賴這些設備，使得『行動』帶來了巨大的挑戰和機遇。本研究是探討外籍勞工使用行動支付的行為意圖，根據研究目的以問卷調查方式進行，研究對象為湖口工業區之菲律賓外籍勞工共220份，回收190份，回收率86.36%，有效樣本為184份。研究結果發現UTAUT模型中的四個構面，除了付出預期外其餘三個績效預期、社會影響、有利條件皆對行為意圖有顯著正向關係。個人創新與整合型科技接受使用模型UTAUT相互有正向影響，個人創新於UTAUT模型與行為意圖間扮演部分中介效果。與過去研究相同是整體風險對行為意圖具有調節作用，性別與享樂動機是PIIT與BI之間的調節因子。

The mobile payment model is a mutually beneficial consumer model for consumers and operators today. It has also led to discussions and research in the industry. This study is to investigate the behavioral intentions of foreign workers using mobile payments and conduct questionnaire surveys based on the purpose of the research. The research target is foreign Filipino laborers in Hukou Industrial Zone. A total of 220 laborers were distributed to the accommodation in the questionnaire, and 190 were recovered. The rate is 86.36% and the effective sample is 184. The study found that the four dimension in the UTAUT model, in addition to the effort expectations, the other three performance expectations, social influences, and facilitating conditions all have a significant positive relationship to behavioral intentions. Personal innovation and integrated technology acceptance model UTAUT have a positive effect on each other. The utilitarian value, personal innovation and UTAUT model play a complete and partial mediating effect.