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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<br>周致遠
Chang, Hsin-Lu<br>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 1-七月-2022 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.參考文獻 Financial Supervisory Commission R.O.C. 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An empirical examination of continuance intention of mobile payment services. Decision Support Systems, 54(2), 1085-1091. 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 dc.contributor.advisor 張欣綠<br>周致遠 zh_TW dc.contributor.advisor Chang, Hsin-Lu<br>Chou, Chih-Yuan en_US dc.contributor.author (作者) 劉鎧瑄 zh_TW dc.contributor.author (作者) Liu, Kai-Hsuan en_US dc.creator (作者) 劉鎧瑄 zh_TW dc.creator (作者) Liu, Kai-Hsuan en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-七月-2022 16:08:54 (UTC+8) - dc.date.available 1-七月-2022 16:08:54 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2022 16:08:54 (UTC+8) - dc.identifier (其他 識別碼) G0109356012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140596 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 109356012 zh_TW dc.description.abstract (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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents List of Table 4List of Figures 5Chapter 1. Introduction 6Chapter 2. Literature Review 102.1 Mobile Payment 102.2 Relative Advantage of Mobile Payment 112.3.1 Service Stage 112.3.2 Dimensions 162.3 Brand Switching 202.4 Task–Technology Fit 21Chapter 3. Research Framework 243.1 Research Framework 243.2 Hypotheses 25Chapter 4. Research Methodology 294.1 Case Background: Samsung Pay 294.2 Measurement 324.3 Data Collection 34Chapter 5. Model Analysis and Results 375.1Measurement Model Analysis 375.2Structural Model Analysis 43Chapter 6. Discussion 45Chapter 7. Conclusion 477.1 Contributions 487.2 Limitations and Future Research 48References 50Appendix A: Complete Questionnaire (English Version) 63Appendix B: Complete Questionnaire (Chinese Version) 72Appendix C: Description of Samsung Pay Fields Test Data Items80 zh_TW dc.format.extent 2077837 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356012 en_US dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 創新擴散理論 zh_TW dc.subject (關鍵詞) 任務-技術匹配模型 zh_TW dc.subject (關鍵詞) 相對優勢 zh_TW dc.subject (關鍵詞) 轉換成本 zh_TW dc.subject (關鍵詞) 品牌轉換 zh_TW dc.subject (關鍵詞) Mobile payment en_US dc.subject (關鍵詞) Diffusion of innovation en_US dc.subject (關鍵詞) Task-technology fit en_US dc.subject (關鍵詞) Relative advantage en_US dc.subject (關鍵詞) Switching cost en_US dc.subject (關鍵詞) Brand switching en_US dc.title (題名) 行動支付品牌轉換因素之探討 zh_TW dc.title (題名) Determinants of Brand Switch in Mobile Payment en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Financial Supervisory Commission R.O.C. 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