人格特質對於行動支付之使用經驗探討

Discussion on Personality Traits' Influence on the Use of Mobile Payment

陳貞貴；葉栢虦

行動支付 ； 人格特質 ； 使用流程 ； 使用者經驗 ； Mobile payment ； personality traits ； use process ； user experience

數位媒體設計國際研討會論文集

第十四屆（2021 / 06 / 11）

234 - 242

繁體中文

科技的進步，讓民眾之消費方式逐漸由現金轉為非現金方式，隨著數位時代的來臨，已將原本的付款方式轉至行動裝置環境中，而台灣更將行動支付視為一重要發展政策，除帶動產業發展，亦能提升民眾生活便利性。根據調查發現民眾於行動支付之使用與考量上仍有所擔憂，此一現象最常見的理論便是決策行為與人格特質有關聯，因此，如能了解各種人格特質與行動支付使用之關係則相當重要。有鑑於此，本研究針對116位受試者進行問卷調查，受試者條件為（1）20歲到45歲，有經濟能力者、（2）持有信用卡或簽帳金融卡者、（3）使用智慧型手機達三年以上者。結果顯示人格特質與性別之間有顯著影響且有交互作用關係；此外，外向型與經驗開放型為經常使用族群，其次為友善型與勤勉審慎型，而神經質之使用程度則較低；民眾最有顧慮之步驟為輸入信用卡或簽帳金融卡之相關過程；而行動支付優惠明示清楚與通路普及為最有需求的。本研究結果可充分運用於行動支付之通路推廣與行銷方式或支付流程之設計，以及行動支付之使用普及率。

Advances in technology have gradually changed people's consumption habits from cash to non-cash payment. With the advent of the digital age, the original payment method has been transferred to the mobile device environment. Taiwan regards mobile payment as an important development policy. In addition to driving industry development, it can also enhance the convenience of people's lives. According to the survey, people still have concerns about the use of mobile payments. The most common theory of this phenomenon is that decision-making behavior is related to personality traits. Therefore, it is very important to understand the relationship between various personality traits and the use of mobile payment. In view of this, this research conducted a questionnaire survey on 116 subjects. The standards for choosing the subjects include: (1) those who are 20 to 45 years old with economic capabilities; (2) those who have a credit card or debit card; (3) those who have used smartphones for more than three years. The results show that there is a significant influence and an interactive relationship between personality traits and gender. In addition, the openness type and the extroversion type use mobile payment most frequently, followed by the agreeableness type and the conscientiousness type, while the neuroticism type has a lower degree of use; the most worrying step for the people is the relevant process of entering the credit card or debit card; clear indication of special offers in mobile payment and popularization of channels are most in demand. The results of this research can be fully applied to the design of mobile payment channel promotion and marketing methods or payment process, so as to increase the penetration rate of mobile payment.