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    題名: 行動支付品牌轉換因素之探討
    Determinants of Brand Switch in Mobile Payment
    作者: 劉鎧瑄
    Liu, Kai-Hsuan
    貢獻者: 張欣綠
    周致遠
    Chang, Hsin-Lu
    Chou, Chih-Yuan
    劉鎧瑄
    Liu, Kai-Hsuan
    關鍵詞: 行動支付
    創新擴散理論
    任務-技術匹配模型
    相對優勢
    轉換成本
    品牌轉換
    Mobile payment
    Diffusion of innovation
    Task-technology fit
    Relative advantage
    Switching cost
    Brand switching
    日期: 2022
    上傳時間: 2022-07-01 16:08:54 (UTC+8)
    摘要: 隨著金融科技的進步，行動支付的使用變得越來越普及。許多銀行、社群軟體、或是手機品牌都推出了行動支付功能，藉此為用戶提供更便捷的服務。例如，Samsung於2020年起，在台灣正式與悠遊卡公司合作，推出交通支付功能，使用戶能直接使用相關設備搭乘大眾交通工具。然而，儘管台灣的移動支付品牌的數量很多，但根據研究顯示，台灣的行動支付用者往往只會選擇使用約一到四種支付品牌。因此，用戶之所以選擇從其他品牌轉向使用某個品牌，對於研究者與行動支付品牌而言，儼然成為一個重要的議題。
    在本研究中，我們與知名的手機品牌 - Samsung合作，探討會導致用戶轉換行動支付品牌的因素為何。本論文所定義的品牌轉換，包括在短期內轉而使用特定品牌的暫時轉換。基於創新擴散理論和任務-技術匹配理論的概念，本研究建立了行動支付品牌轉換的研究模型，並透過資料分析該模型的顯著性。據研究結果顯示，相對優勢和轉換成本對品牌轉換意願有顯著影響，而使用地點與相對優勢的交互作用會顯著且正向地調節轉換意願。本研究結果可以加深我們對行動支付中，關於品牌轉換行為的理解，幫助包括Samsung在內的眾多行動支付品牌了解促使用戶轉換到使用其他品牌的原因，並能夠根據此研究結果優化現有服務，或推出新興服務，帶給消費者更加便利的生活。
    With the progress of financial technology, mobile payment has become increasingly popular. Many banks, social software, and mobile phone brands have launched mobile payment functions to provide users with more convenient services. For example, Samsung attempted to cooperate with the Easy Card Company to launch transportation payment functions. However, despite the diversification of mobile payment brands, according to research, mobile payment users in Taiwan often choose to use only 1 to 4 payment brands. What drives users to choose a certain brand or switch from other brands to a certain brand has become a critical issue.
    In this study, we cooperated with Samsung, a mobile phone brand, to examine the factors that lead users to switch their mobile payment brands. Our definition of brand switching includes the switch to use of a particular brand in a short period. We developed a research model based on the diffusion of innovation theory and the task–technology fit, and then conducted a field experiment and questionnaire collection to examine the model. The results of our research show that relative advantage and switching cost have a significant impact on brand switching intention, and location has a significant positive moderating effect on relative advantage and brand switching intention. The findings of this study can deepen our understanding of brand switching behavior in mobile payments, and help mobile payment brands such as Samsung understand the key factors that drive users to switch to other brands and optimize existing services or develop new ones.
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    描述: 碩士
    國立政治大學
    資訊管理學系
    109356012
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109356012
    資料類型: thesis
    DOI: 10.6814/NCCU202200618
    顯示於類別:[資訊管理學系] 學位論文

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