台灣的行動支付發展，包含以行動裝置進行NFC感應或掃碼支付兩大體系。
行動裝置進行掃碼行動支付相較NFC感應所需硬體設備要求較低，且商家無設備門檻，小型商家較容易導入，舉凡小農、微型商家、攤商、市集等從未導入過電子支付的商家，掃碼行動支付較無進入障礙，對促進行動支付普惠，相對是較好的解決方案。先前對行動支付的研究，並無鎖定掃碼行動支付方式進行探討，且大部份研究主要以科技接受模式探討知覺有用性、知覺易用性，如何影響態度及使用者行為，仍缺少促銷優惠如何影響消費者使用掃碼行動支付意願之相關文獻。本研究針對優惠方式的不同，加入風險疑慮構面，研究在不同的應用場域 (小型商家和連鎖商家)對掃碼行動支付使用意願之影響與比較。本研究擬透過問卷方法，以一般民眾為對象，取得相關數據，再使用探索性因素分析及Partial Least Squares方法取得消費者對不同優惠之徧好和各構面之間的關係。在小型商店的部份，即時回饋的促銷方式對使用意圖會有正面影響，財務風險對使用意圖會有負面影響。在連銷商店的部份，即時回饋、非即時回饋的促銷方式對使用意圖會有正面影響，財務風險對使用意圖會有負面影響，在促銷方式對財務風險之影響部份，贈品或抽獎會增加財務風險疑慮，即時回饋則會降低財務風險疑慮。

This study considered the issues related to consumers using QR code mobile payment system in Taiwan to pay for products and services offered by small business, such as roadside stalls. Specifically, we considered the relationships between promotional methods, perceived financial risk and intention to use the payment system. Furthermore, the relationships of the same constructs were compared to when consumers use the QR code mobile payment system to pay for products and services offered by larger business entities, such as supermarkets and convenience stores. The exploratory factor analysis on promotional methods revealed three categories: instantaneous rebates & discount, non-instantaneous rebates & discount, and luck draws & gifts. The partial least squares analysis revealed that when the mobile payment is used in the small business context, only instantaneous rebates & discount positively contributes usage intention, and perceived financial risks have a negative impact on the intention of use. For bigger business entities, both the instantaneous rebates & discount and non-instantaneous rebates & discount contribute to usage intention, and perceived financial risk also has negative impact on the usage intention.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景暨動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討與假說建立 5
第一節 行動支付介紹 5
第二節 行動支付發展趨勢 8
第三節 行動支付驅動因素 11
第四節 促銷優惠 13
第五節 財務風險 18
第三章 問卷設計與分析 23
第一節 研究架構 23
第二節 樣本結構 25
第三節 促銷方式 - 探索性因素分析 28
第四節 研究架構檢定 29
第四章 討論與建議 35
參考文獻 39

This study considered the issues related to consumers using QR code mobile payment system in Taiwan to pay for products and services offered by small business, such as roadside stalls. Specifically, we considered the relationships between promotional methods, perceived financial risk and intention to use the payment system. Furthermore, the relationships of the same constructs were compared to when consumers use the QR code mobile payment system to pay for products and services offered by larger business entities, such as supermarkets and convenience stores. The exploratory factor analysis on promotional methods revealed three categories: instantaneous rebates & discount, non-instantaneous rebates & discount, and luck draws & gifts. The partial least squares analysis revealed that when the mobile payment is used in the small business context, only instantaneous rebates & discount positively contributes usage intention, and perceived financial risks have a negative impact on the intention of use. For bigger business entities, both the instantaneous rebates & discount and non-instantaneous rebates & discount contribute to usage intention, and perceived financial risk also has negative impact on the usage intention.