後疫情時代補償性消費與無現金支付影響消費行為之研究—以計畫行為理論探討

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题名:	後疫情時代補償性消費與無現金支付影響消費行為之研究—以計畫行為理論探討
其它题名:	A Research on the Compensatory Consumption Behavior and Cashless Payment Influence Consumer Behaviors in the Post-Pandemic Era - Based on the Theory of Planned Behaviors
作者:	陳冠霖 CHEN, KUAN-LIN
贡献者:	黃純真 HUANG, CHUN-CHEN 經營管理學系
关键词:	新冠疫情;無現金支付;補償性消費行為;感知嚴重性;計畫行為理論 COVID-19 pandemic;cashless payments;compensatory consumption behavior;perceived severity;Theory of Planned Behavior
日期:	2023
上传时间:	2023-11-22 01:36:15 (UTC+0)
摘要:	近年來受到新冠疫情影響，在台灣支付習慣的發展也因此產生巨大變化。根據資策會2021年的調查顯示行動支付的使用比例自2019年起連年增長，疫情發生民眾對支付模式關注的重點更包含衛生，而在資策會2023年的調查顯示中，信用卡與行動支付的差距已經縮小至2.8%。根據金管會在2023年公布的數據顯示，2022年無現金支付的交易總額、交易筆數也創下新紀錄。這些也都證明疫情為台灣民眾在支付習慣上帶來的影響。因此在面對這些劇變，本研究藉由計畫行為理論(Theory of Planned Behavior, TPB)作為研究架構的基礎，並且加入感知嚴重性與補償性心理，作為衡量疫情影響下人們對使用無現金支付、消費行為的影響因子。透過網路問卷蒐集樣本後，藉由SPSS 26.0進行樣本特徵的相關分析後，並透過SmartPLS 4.0的結構方程模型判別各項假說是否成立。本研究結果顯示，感知嚴重性對態度有顯著影響、態度與無現金支付掌握度對行為意圖有顯著影響、補償性心理對感知嚴重性與消費行為有顯著影響，不過主觀規範卻是在態度作為中介變數時，才對行為意圖有顯著影響。 In recent years, the development of payment habits in Taiwan has undergone significant changes due to the impact of the COVID-19 pandemic. According to the Institute for Information Industry's 2021 survey, the usage of mobile payments has been increasing since 2019. The pandemic has shifted people's focus on payment methods, with a greater emphasis on hygiene. The 2023 survey by the Institute for Information Industry shows that the gap between credit card and mobile payment usage has narrowed to 2.8%. In 2022, the Financial Supervisory Commission reported that the total amount and number of cashless transactions reached a new record. These findings demonstrate the influence of the pandemic on payment habits among Taiwanese people.Therefore, in response to these significant changes, this study is based on the Theory of Planned Behavior (TPB) and incorporates the factors of perceived severity and compensatory psychology to measure the impact of the pandemic on people's adoption of cashless payments and consumption behavior. After collecting samples through online questionnaires and conducting relevant analyses of sample characteristics using SPSS 26.0, the study verifies the hypotheses through structural equation modeling using SmartPLS 4.0.The results of this study indicate that perceived severity has a significant impact on attitudes, attitudes and the grasp of cashless payments significantly influence behavioral intentions, and compensatory psychology significantly affects perceived severity and consumption behavior. However, subjective norms only have a significant impact on behavioral intentions when attitudes act as mediating variables.
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