探討電子票證結合電子支付之使用意向之研究

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题名:	探討電子票證結合電子支付之使用意向之研究 A Study of User Intention toward Electronic Payment Integrated with Electronic Ticket.
作者:	洪瑞霖 HONG, RUI-LIN
贡献者:	經營管理學系
关键词:	行動支付;LINE PAY;一卡通;電子票證 Mobile Payment;LINE PAY;iPASS;E-ticket
日期:	2020
上传时间:	2020-04-09 07:20:15 (UTC+0)
出版者:	亞洲大學
摘要:	由於電子支付的興起以及各種電子載具的普及，消費者的支付習慣已經有了很大的改變，從現金交易，演變成隨時隨地都能使用手機或是以電子載具來做各種線上交易。2018年LINE Pay提出與一卡通合作，結合其電子票證特色，使LINE Pay 一卡通具備電子支付可儲值或轉帳的功能。不過據統計，台灣的LINE PAY一卡通用戶數已達630萬戶，但是使用LINE PAY結合一卡通結合電子支付之後，用戶卻僅有173萬，本研究便以此為研究主題作為切入點，以「科技接受度模型」為主要架構，包括知覺有用性、知覺易用性、態度、行銷、意向、信任等構面進行分析，針對「有使用LINE PAY一卡通結合電子支付的使用者」、「沒有使用LINE PAY一卡通結合電子支付的使用者」及「部分使用LINE PAY一卡通結合電子支付的使用者」。再用迴歸分析的檢定方法來了解消費者使用「電子票證結合電子支付」意向之影響因子。本論文共收取493份有效Google問卷，問卷的各項題目，透過信度檢定過後，皆有相當的一致性以及穩定性。在人口統計變項上，用了性別、職業、年齡、居住地、教育程度以及月薪資收入等來做為區分，發現各變項結果有差異。例如：使用LINE PAY一卡通結合電子支付的女性回答問題的平均分數較高。服務業因為對於各種新型態的支付方式接受度與接收新資訊較為容易，因此回答結果與其它職業較不同等。同時，在知覺有用性、知覺易用性、態度、行銷、意向、信任等各構面間的關係也大都為正向且顯著的關係。本研究分析得出以下結論：只要讓使用者可以更容易其找到使用LINE PAY一卡通結合電子支付的時機，並讓使用者覺得LINE PAY一卡通結合電子支付這個交易方式的運作綁定信用卡過後對於個人資料的保障是可靠的且安全的，就能增加消費者利用此新型態消費工具並且有繼續使用的強烈意願。因此，本研究建議可對潛在客群更加積極推廣使用上的安全性，擬出雙方都有保障權益的方法，並做出獨特的市場區隔，將有助於消費者使用的意願。 Due to the rise of electronic payment and the popularity of various electronic vehicles, consumers' payment habits have changed greatly. From cash transactions, they have evolved to use mobile phones or electronic vehicles to perform various online transactions anytime, anywhere. In 2018, LINE Pay proposed to cooperate with the card, combining its electronic ticket features, so that the LINE Pay card has the function of electronic payment that can be stored or transferred. However, according to statistics, the number of LINE PAY card users in Taiwan has reached 6.3 million. However, after using LINE PAY combined with a card combined with electronic payment, there are only 1.73 million users. This research uses this as the starting point of the research theme. "Acceptance model" is the main structure, including analysis of perceptual usefulness, perceptual ease of use, attitude, marketing, intention, trust and other aspects. It analyzes "users who use LINE PAY card with electronic payment", "not using LINE "Pay card users combined with electronic payment" and "some users who use LINE PAY card combined with electronic payment". Then use the verification method of regression analysis to understand the influencing factors of consumers' intention to use "electronic ticket combined with electronic payment". A total of 493 valid Google questionnaires were collected in this thesis. All the questions in the questionnaires have been consistent and stable after passing the reliability test. In terms of demographic variables, gender, occupation, age, place of residence, education level, and monthly salary income were used as distinctions, and the results of each variable were found to be different. At the same time, the relationships among aspects such as perceived usefulness, perceived ease of use, attitude, marketing, intention, and trust are also mostly positive and significant relationships. The analysis of this study draws the following conclusions: as long as it makes it easier for users to find the opportunity to use LINE PAY card combined with electronic payment, and makes users feel that the operation of LINE PAY card combined with electronic payment is bound to credit card after the personal data The guarantee is reliable and safe, which can increase consumers' strong willingness to use this new consumption tool and continue to use it. Therefore, this study suggests that potential customers can be more actively promoted in terms of safety in use, and a method for protecting the rights and interests of both parties is proposed, and a unique market segmentation will help consumers' willingness to use.
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