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題名：消費者對網路購物行銷策略與網路購物消費行為研究-以UTAUT、D&M ISS及TTF理論基礎探討兩岸行動支付
作者：陳東俊
作者(外文)：Chen,Tung-Chun
校院名稱：國立高雄科技大學
系所名稱：國際企業系
指導教授：柯伯昇
學位類別：博士
出版日期：2019
主題關鍵詞：整合科技接受模型；任務科技配適模型；D&M資訊系統成功模型；行動支付；UTNUT；D&M ISS；TTF；mobile payment
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2019年台灣電子商務營業額首次「行動支付」付款方式以49.6%的市佔率，變成台灣民眾選擇付款的首選付款方式，行動支付款機制提供了安全的收付款交易服務，為電子商務提供更優質的交易環境，現在行動支付儼然己成為進步便利生活不可或缺的重要一環。
本研究採用三種理論模型結合任務科技配適模式(TTF)、DeLone and McLean 資訊系統成功模型(D&M ISS)與整合科技接受模型(UTAUT)理論模型交叉比對驗證，探討行動支付款機制消費者的任務特徵、科技特徵、任務科技配適度、系統品質、資訊品質、服務品質、使用者滿意度、績效期望、努力期望、社會影響、便利條件及使用意圖等12個構面構成10大假說以解釋對行為意圖的影響。本研究採便利抽樣，以中國與台灣的網路購物消費者為研究對象，採問卷調查，有效問卷台灣地區消費者發放問卷1000份，回收614份；中國地區消費者發放問卷3000份，回收1387份。
本研究提出了一個結合三種各具不同優勢模型的整合模型。研究發現，對台灣以及中國的使用者而言，績效期望、社會影響、便利條件顯著影響使用意圖，二地的使用者都認為行動支付的使用者界面仍有進步空間，使用者期待行動支付帶來效率以滿足使用者預期。因行動支付系統容易受到資訊攔截、資安外洩等，以致使用者擔心安全並相當重視績效期望。使用者亦希望行動支付商擁有更好的程式編碼技術，以提供更安全可靠的行動支付工具。台灣、中國的使用者選擇使用行動支付會受到社會群體影響，受此新興風潮帶動而使用行動支付進行付款。但與中國使用者不同的是台灣使用者對於便利條件的反應，對台灣來說現行的支付方式如信用卡、貨到收款、超商取貨已慣行使用相當方便，以方便性來說並不是台灣使用者選擇行動支付的主要原因。
The "mobile payment" with the Taiwan’s e-commerce market share of 49.6% became the preferred payment method in 2019. The "mobile payment" mechanism not only provides more secure services for payment/collection transactions but also offers a much better e-commerce environment. This payment method has become an indispensable part in facilitating and improving daily life. It also replaces money and creates huge business opportunities.
This study uses three theoretical models combining Task-technology Fit model, Delone and McLean IS success model and Unified Theory of Acceptance and Use of Technology model theoretical model for exploring mobile payment mechanism and the interaction effect among various twelve variables (consumers’ task and technological characteristic; Fitness of task technology; system, information, and service quality; users’ satisfaction; performance and effort expectation; social influence; convenience condition and usage intention) comprising ten hypotheses and behavioral intentions. This research adopts the convenience sampling method using online survey to China and Taiwan online consumers. The researcher sends a total of 1000 survey collecting 614 valid replies in Taiwan and 3000 survey resulting in 1387 valid responses in China.
This research proposes an integration model combining three different advantages of various models. The research results show that performance expectation, social impact, and convenience conditions significantly affect usage intentions based on Taiwan and China survey results. It implies a couple of points. First, users in both countries believe that the user interface of mobile payment still has room for improvement. Second, users expect mobile payment to bring higher efficiency for meeting consumers’ expectations. Third, mobile payment is more susceptible to information interception for preventing leakage. Therefore, users are more concerned about security, care about performance expectations, and hope that mobile payment providers have better computer coding technology in order to provide better safe and reliable mobile payment tool. Regarding the significant effect on social impact, users’ choice is affected by others in social groups. This kind of phenomenon might become a trend and cause consumers to use mobile payment. Taiwanese users have shown an insignificant response to the convenience condition dimension, which is different from China users’ results. It is very common and convenient to use credit card, cash-on-delivery, and supermarket pick-up and so on as payment methods in Taiwan. So, convenience is not the main reason for Taiwanese users to choose mobile payment.
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臺灣人文及社會科學引文索引資料庫

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