嬰兒潮世代於行動支付使用意圖之研究

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題名:	嬰兒潮世代於行動支付使用意圖之研究 A Study on the Intentions of Baby Boomers in Mobile Payment
作者:	吳俐蓁 WU, LI-ZHEN
貢獻者:	經營管理學系碩士在職專班
關鍵詞:	嬰兒潮世代消費;老人消費;消費者?為;行動支付;社會影響 baby boomer generation consumption;elderly consumption;consumer behavior;mobile payment;social impact
日期:	2020
上傳時間:	2022-12-19 02:46:59 (UTC+0)
出版者:	亞洲大學
摘要:	行動支付改變人類的支付習慣，中國微信支付的普遍使用到非洲肯亞都有的高使用率，可預見行動支付將取代現金；嬰兒潮世代掌控台灣經濟，卻未被支付平台及商店所重視，本研究以嬰兒潮世代使用行動支付想法作為動機，透過問卷及深度訪談收集資訊，並利用科技接受模式分析族群使用行動支付的態度，以做為廠商切入嬰兒潮世代為需求的市場為本次研究目的。彙整行動支付之相關文獻，行動支付平台主要對象為年輕族群，忽視嬰兒潮世代，本研究發現嬰兒潮世代掌控家庭經濟權力、消費力強且消費頻率高，但卻受限電子產品使用習慣性而未普及；本研究提出知覺有用、知覺易用加上社會影響、價值衡量及習慣為構面，配合性別、教育程度、手機平台、支付類別為變數進行調查，得到只要讓行動支付變得簡單易用，在同儕的影響下，就容易被接受使用。利用科技接受模式(TAM)研究顯示，在電子商務行為於信任該商店後，其後是易用性、實用性、廣泛性的機制，另外社會影響也深刻影響此族群的使用動機。行為意圖成立後即容易變成習慣，支付平台若能搶佔先機，即可率先獲得此一族群的信賴；2020年正值新冠肺炎流行病，政府以行動支付作為紓困金發放的工具，此一舉措可減少現金及病毒的流通，行動支付取代現金將成為趨勢，且勢不可檔。 Mobile payment has changed the payment habits of human beings. The widespread use of WeChat payment in China has high usage rates in Kenya, Africa. It is foreseeable that mobile payment will replace cash; baby boomers control Taiwan’s economy for generations, but are not valued by payment platforms and stores. The research uses baby boomer generation mobile payment ideas as motivation, collects information through questionnaires and in-depth interviews, and uses technology acceptance models to analyze the attitudes of ethnic groups to use mobile payment, as a market for manufacturers to enter baby boomer generation needs for this research purpose .Relevant literature on mobile payment is collected. The main target of mobile payment platforms is young people, ignoring baby boomers. This study found that baby boomers control family economic power, strong consumption power and high consumption frequency, but they are limited by the habit of using electronic products. Not popular; this study proposes that perception is useful, that perception is easy to use, combined with social influence, value measurement, and habits. It is surveyed with variables such as gender, education, mobile platform, and payment type. Use, under the influence of peers, it is easy to be accepted for use.Research using the Technology Acceptance Model (TAM) shows that after e-commerce acts in trusting the store, it is followed by a mechanism of ease of use, practicality, and ubiquity. In addition, social influence also profoundly affects the motives of this group. Once the behavior intention is established, it will easily become a habit. If the payment platform can seize the opportunity, it can take the lead in gaining the trust of this ethnic group; 2020 is the new crown pneumonia epidemic, and the government uses mobile payment as a tool to relieve the release of gold. Measures can reduce the circulation of cash and viruses, and mobile payment will become a trend to replace cash, and it is unstoppable.
顯示於類別:	[經營管理學系 ] 博碩士論文

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