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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/118208


    Title: 台灣民眾行動支付使用行為及看法之研究
    The Study of Consumer Behavior toward Mobile Payment in Taiwan
    Authors: 黃偲閔
    Huang, Szu-Min
    Contributors: 譚丹琪
    Tan, Dan-Chi
    黃偲閔
    Huang, Szu-Min
    Keywords: 金融科技
    行動支付
    條碼支付
    NFC技術
    Fintech
    Mobile payment
    QR code
    Barcode
    Near Field Communication
    Date: 2018
    Issue Date: 2018-07-03 17:22:34 (UTC+8)
    Abstract: 近年來,金融科技的發展正逐漸改變人們生活中既有的行為模式,其中,行動支付為近三年,台灣政府最積極推廣的一項支付方式,自政府於2015年發佈頒布「電子支付機構管理條例」已經過兩年多的時間,通行於國內行動支付市場上的業者也並不少,然根據統計,全台具有行動支付使用經驗者只有將近20%,,普及度仍低,因此本研究欲探討消費者的支付行為及態度,了解使用族群的組成特性及影響其使用行為之因素。
    本研究以發放問卷為樣本搜集方式,共回收1005份有效問卷,問卷共分為五大部份:手機使用程度、社交行為、科技熟悉程度、行動支付使用程度及行動支付認知,欲了解消費者的特性和使用行動支付的行為及態度間的關係,並期望以此研究結果,供銀行業者未來發展行動支付作為決策參考,提升行動支付的普及程度。根據分析結果,共對銀行業者提出以下四點建議:(1)掌握信用卡卡友的數量基礎,向下培養年輕族群的客戶。(2)善用銀行風險控管的優勢,提升消費者使用的信心。(3)銀行業者得以在整合階段扮演仲介者角色。(4)以費用為出發,提供多元化服務,創立行動支付平台的價值。
    Recently, development in fintech is changing our behaviors in our lives. Taiwan-ese government has showed great enthusiasm in promoting mobile payment in recent years. It has been almost three years since “The Act Governing Electronic Payment Institutions” been issued by Taiwanese government, there were also several brands of mobile payments in Taiwan, however, according to statistics, people who has experienced in using mobile payment were only 20% of the population, which was still comparatively uncommon. Therefore, the article intended to study consumer behaviors and attitudes in mobile payment, and to understand users’ characteristics and factors which might affect their behaviors.
    A questionnaire was developed to collect data and 1005 valid questionnaires were returned. Five sections were designed to distinguish relationships between consumers’ characteristics, behaviors and attitudes: smartphone utilization, social behavior, familiarity in technology, mobile payment utilization and cognition in mobile payment. Based on our findings, we would like to suggest banks that: (1) Detain credit cards users and develop younger clients. (2) Make good use of the advantage in risk management to enhance public confidence.(3)Be a mediator in the integration stage.(4)Provide diversified service and create value.
    Reference: 中文部分
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    Kyle,Paypal與Android Pay合作搶攻行動支付市場,上網日期107年5月4日,檢自http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=13357
    Kyle,PayPal離無所不在的支付模式已經不遠,上網日期107年5月4日,檢自http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=13578
    中央社,大陸智慧手機用戶世界第一 普及卻不如台灣,上網日期107年5月13日,檢自https://udn.com/news/story/7098/2764691?from=udn-referralnews_ch2artbottom
    中央通訊社,太思科技與YES BANK合作 引領印度手機銀行數位化,上網日期107年5月16日,檢自http://www.cna.com.tw/postwrite/Detail/174485.aspx#.Wuv-prE8XBI
    王妍文,22家業者強攻行動支付 搶吃1.5兆市場大餅,上網日期107年5月13日,檢自https://www.gvm.com.tw/article.html?id=40263
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    孫彬訓,華銀打造無現金綠領農學市集,上網日期107年5月4日,檢自http://www.chinatimes.com/newspapers/20180317001050-260205
    孫震宇,台灣Pay行動支付App 轉帳繳費免手續費,上網日期107年5月4日,檢自https://money.udn.com/money/story/5636/2984185
    張庭瑜,台灣燈會結合行動支付,首創無現金市集,三大pay、電子錢包、信用卡都通,上網日期107年5月4日,檢自https://www.bnext.com.tw/article/47716/taiwanlantern-mobile-payment
    張庭瑜,行動支付戰場擁擠,2020年主流玩家預估剩3家,上網日期107年5月4日,檢自https://www.bnext.com.tw/article/48034/mobile-payment-report
    郭亞欣,臺灣行動支付 推廣無現金革命,上網日期107年5月4日,檢自http://www.chinatimes.com/newspapers/20170623000203-260208
    陳師群、張嘉琳,2016。《各國行動支付發展趨勢及相關個案研究》。臺北市:金融研究發展基金管理委員會,19-30
    陳鷖人,行動支付普及率 今年有望破5成,上網日期107年5月4日,檢自http://www.chinatimes.com/newspapers/20180309000259-260202
    傅靖瑜,(2018)。金融科技新創事業之募資—以夾層融資法治為中心,東吳大學,法學院法律學系碩士班,臺北市,16-18
    創市際市場研究顧問公司,社群服務篇與社群服務網站使用概況,上網日期107年5月4日,檢自http://www.ixresearch.com/wp-content/uploads/report/InsightXplorer%20Biweekly%20Report_20170717.pdf
    曾子容,(2017)。行動支付將在未來扮演舉足輕重的角色─以Apple Pay為例。臺灣經濟研究月刊,40(6),130-136。
    黃慧雯,街口支付進軍全家便利商店,上網日期107年5月4日,檢自http://www.chinatimes.com/realtimenews/20160919004886-260412
    葉憶如,超商代收款也可嗶支付 國泰世華攜手全家首創,上網日期107年5月4日,檢自https://udn.com/news/story/7239/2750290
    資策會MIC,近四成手機用戶曾使用行動支付 LINE Pay、Apple Pay認知度最高,上網日期107年5月4日,檢自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=486
    資策會MIC,國人認知度已突破八成 NFC功能漸普及,上網日期107年5月4日,檢自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=456
    英文部分
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    Global Proximity Mobile Payment Users: eMarketer's Estimates for 2016–2021, Retrieved May, 16, 2018, from: https://www.emarketer.com/Report/Global-Proximity-Mobile-Payment-Users-eMarketers-Estimates-20162021/2002187
    Huang, J. (2017). How Mobile Payment Is Changing The World, :43-54
    Low, K. H. (2017). Factor Affecting Consumer Resistance to Paypal Mobile Payment Adoption: A Study of Generation X Consumers (Doctoral dissertation, UTAR). :8-19
    Mas, I., & Radcliffe, D. (2010). Mobile payments go viral: M-PESA in Kenya. The Capco Journal of Financial Transformation, :171-174
    Munusamy, J., Annamalah, S., & Chelliah, S. (2012). Perceived barriers of innovative banking among Malaysian retail banking customers. Journal of Internet Banking and Commerce, 17 (1).
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    Scandinavia’s Disappearing Cash Act, Bloomberg, Retrieved Jun.1, 2018, from: https://www.pymnts.com/cash/2016/denmark-shutting-down-last-mint-cash/
    Soliman, A., & Salem, M. (2014). Investigating intention to use mobile instant messenger: The influence of sociability, self-expressiveness, and enjoyment. The Journal of American Academy of Business, Cambridge, 19(2), 286-293.
    The Future of Cash: How Social Media is Changing Mobile Payments, Retrieved May, 16, 2018, from: https://socialmediaweek.org/blog/2016/03/future-cash-social-media-changing-mobile-payments/
    Which of the following types of mobile payments have you made using your mobile phone within the last 12 months?, Retrieved May 16, 2018, from: https://www.statista.com/statistics/251735/consumer-awareness-and-usage-of-digital-wallet-offerings/
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    105351042
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105351042
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IB.004.2018.F06
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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