探索消費者對於電子支付品牌之選擇;Exploring Consumer Brand Choice of Electronic Payment

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题名:	探索消費者對於電子支付品牌之選擇;Exploring Consumer Brand Choice of Electronic Payment
作者:	黃湘凌;Huang, Hsiang-Ling
贡献者:	資訊管理學系在職專班
关键词:	電子支付;五大人格;消費價值理論;Electronic payments;Big Five personality traits;Consumer innovation theory
日期:	2024-07-22
上传时间:	2024-10-09 16:54:35 (UTC+8)
出版者:	國立中央大學
摘要:	自2015年《電子支付機構管理條例》通過後，台灣進入電子支付時代。隨著法規逐步放寬，各界紛紛推出行動支付服務。2021年7月，電子支付和電子票證合併，整合支付生態圈。疫情影響下，電子支付減少現金交易和實體接觸，成為防疫措施之一。在政府與企業支持下，電子支付使用者穩定增長。透過深度訪談和問卷調查，本研究首先探討了消費者選擇電子支付品牌的主要因素。研究發現，消費者在選擇支付品牌時不僅考慮功能性需求，還關注情感體驗、社交圈層中的口碑和影響力，以及不同情境下的應對策略。此外，隨著科技的不斷發展和社會的變遷，消費者的支付偏好也在不斷演變，品牌需要及時調整策略以滿足消費者不斷變化的需求和偏好。其次，本研究探討了不同人口統計變項和個人特質對電子支付接受度和品牌選擇的影響。研究發現，消費者對於電子支付的接受度和品牌選擇受到多種因素的影響，包括使用時長、使用習慣、轉換原因以及安全性等。在未來的電子支付發展中，支付品牌應該加強安全防護措施，提供良好的資安保障，同時根據消費者需求和偏好，提供多樣化的服務和優惠活動，以提升電子支付的接受度和使用率。最後，本研究觀察到不同人格特質的消費者對電子支付的接受度存在差異，開放性高分組受測者表現出更頻繁地使用電子支付的趨勢，而且傾向使用多種電子支付工具，而低分組則可能對電子支付持保守態度。這些結果為消費者對電子支付的態度、行為和偏好提供深入的洞察，為電子支付相關機構和企業提供重要的參考和指導。綜上所述，本研究對於瞭解消費者對電子支付的接受度和品牌選擇提供重要的洞察，並為電子支付的未來發展提供有價值的建議和方向。 ;Since the passage of the "Regulations Governing Electronic Payment Institutions" in 2015, Taiwan has entered the electronic payment era. As regulations loosened, various sectors introduced mobile payment services. In July 2021, electronic payments and electronic tickets merged, integrating the payment ecosystem. During the pandemic, electronic payments reduced cash transactions and physical contact, becoming a key epidemic prevention measure. With government and business support, electronic payment users have steadily grown. Through in-depth interviews and surveys, this study first explores the primary factors influencing consumers′ choice of electronic payment brands. The findings indicate that consumers not only consider functional needs when selecting payment brands but also pay attention to emotional experiences, word-of-mouth in social circles, and response strategies in different contexts. Furthermore, with the continuous development of technology and social changes, consumers′ payment preferences are evolving, necessitating brands to adjust their strategies promptly to meet consumers′ changing needs and preferences. Next, this study investigates the impact of different demographic variables and personal traits on consumers′ acceptance of electronic payments and brand choice. The research reveals that consumers′ acceptance of electronic payments and brand choice is influenced by various factors, including usage duration, usage habits, conversion reasons, and security concerns. In the future development of electronic payments, payment brands should strengthen security measures, provide robust cybersecurity, and offer diversified services and promotional activities tailored to consumers′ needs and preferences to enhance the acceptance and usage of electronic payments. Finally, this study observes differences in the acceptance of electronic payments among consumers with different personality traits. Participants with higher scores tend to use electronic payments more frequently, while those with lower scores may hold a more conservative attitude toward electronic payments. These results provide valuable insights into consumers′ attitudes, behaviors, and preferences regarding electronic payments, offering important references and guidance for relevant institutions and businesses. In summary, this study provides crucial insights into understanding consumers′ acceptance of electronic payments and brand choice, offering valuable recommendations and directions for the future development of electronic payments.
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