社會影響與創新抵制對行動支付使用意願之影響

Abstract

2020年全球受到新冠肺炎(COVID-19)疫情影響至今，改變了消費者的消費習慣與支付方式，行動支付產業在疫情的時空背景下迅速發展，普及率明顯上升，此外，台灣政府致力於宣導民眾使用行動支付作為防疫新生活的概念，推廣民眾多使用行動支付，也持續擴大行動支付的使用場景。因行動支付在台灣不如國外普及，經過疫情催化下有更多人開始使用行動支付，本研究旨在探討消費者受到外界的社會影響下，對於行動支付的抵制意願是否下降，以創新抵制理論作為本次研究基礎，了解消費者對於行動支付的使用意願。本研究透過網路平台共收集521份問卷，有效問卷為386份，其中有使用過行動支付者有323份，未使用過行動支付者有63份，以Smart PLS進行結構方程模型分析。使用過行動支付者實證結果在社會影響與創新抵制障礙的關係中，僅風險障礙不顯著，社會影響皆顯著負向影響使用障礙、價值障礙與傳統障礙，在創新抵制障礙與使用意願的關係中，使用障礙與傳統障礙顯著負向影響使用意願，但價值障礙與風險障礙則無。未使用過行動支付者實證結果在社會影響與創新抵制障礙的關係中，社會影響負向影響消費者的使用障礙、價值障礙、風險障礙及傳統障礙皆不顯著，在創新抵制障礙與使用意願的關係中，結果與有使用行動支付者相同。In 2020, the world has been affected by the Coronavirus disease (COVID-19) pandemic, which has changed the consumption habit and payment methods of consumers. In addition, the Taiwan government committed to promoting mobile payment as a new concept during the pandemic life, popularized the people to use mobile payment, and keep extending the usage scenario. Because mobile payment in Taiwan is not as universal as in other countries, however, more people began to use it under the COVID-19 situation. The study aims to explore whether the willingness of consumers to resist mobile payment has declined under social influence, and understand consumers’ willingness to use mobile payment by Innovation Resistance Theory as the basis of this study.This research collected 521 online questionnaires through the internet platform, and 386 of them were valid, including 323 who have experience in using mobile payment, and 63 who have no experience. Structural Equation Model (SEM) analysis was be performed with Smart PLS. Empirical results of those who have experience of using mobile payment shows that social influence significantly negatively affect usage barriers, value barriers and traditional barriers, except the risk barriers. In the relationship between innovation resistance and willingness to use, usage barriers and traditional barriers significantly negatively affecting the willingness to use, but value barriers and risk barriers were not. Empirical results of those who have no experience of using mobile payment reveals that there’s no significant relationship between social influence and innovation resistance, and the relationship between innovation resistance and willingness to use was the same as those who have experience in using mobile payment.