近年來網路的快速普及帶動了行動應用的發展，所有日常生活大小事舉凡購票、購物、繳費、訂餐等都可以經由行動應用服務達成，而這些服務也由簡單的第三方服務轉而發展出自己的金流服務，行動支付應用相繼推出，各大服務提供商如Apple、Google甚至各家電商平台皆推出自己的行動支付服務，欲搶佔更大的行動應用市場，加上各國政府的推廣，這樣的趨勢已銳不可擋。本研究以信任為核心，以台灣最受歡迎的行動即時通訊軟體LINE為例，探討消費者對於母品牌LINE的信任是否能夠轉移至其子品牌LINE Pay所推出的新服務，並了解若是信任確實能轉移至子品牌，何種原因導致消費者不願意採用行動支付。
本研究以線上問卷形式蒐集樣本，共回收281份有效樣本，並透過統計分析驗證本研究模型及設計構面具有良好之信效度。而研究結果顯示了行動通訊軟體的品牌滿意會正像地影響對LINE的信任，而對母品牌的信任也能夠轉移至其子品牌上，正向影響行動支付的使用意圖。此外，更發現信任轉移後，使用者網絡的大小以及LINE Pay能提供的額外功能皆直接影響了使用意圖的程度；消費者原有的使用習慣以及抗拒變革的程度對使用意圖皆具有負向調節作用。最後，根據研究結果提出理論與實務面的貢獻，並對以同樣品牌模式所發展的行動支付推廣提供建議，期望對於未來行動支付的發展策略能有所幫助。

In recent years, due to the rapid spread of the Internet, leading the growth of development of mobile applications. All daily life matters, such as ticket purchase, shopping, payment, ordering, etc., can be achieved through mobile application services. And these services developed by simple third-party service providers turned out to be their own financial services, major service providers such as Apple, Google and even local appliance platforms successively launched their own mobile payment services. To seize the larger mobile application market, coupled with the promotion of governments, this trend is unstoppable. This study takes trust as the core concept and uses Taiwan's most popular mobile instant messaging software LINE as an example to explore whether consumers' trust on parent brand LINE can be transferred to the new service launched by its sub-brand LINE Pay, and understand that if trust can be transferred from parent brand to its sub-brand, what causes consumers to be unwilling to pay by action.
In this study, samples were collected by online questionnaires, and there were 281 effective samples. The research result shows that the brand satisfaction of mobile instant message software will affect the trust of LINE, and the trust of the parent brand can be transferred to its sub-brand, which positively affects the intention of using mobile payment. In addition, after the transference of trust, payment habit and resistance to change are found to provide directly effect on the usage intention. Meanwhile, the user network size and the perceived complementarity both have negative moderating effect on the intention to use.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 行動支付 7
第二節 品牌滿意價值 8
第三節 品牌信任 9
第四節 品牌承諾 10
第五節 關係理論 11
第六節 品牌信任轉移 12
第七節 抗拒變革與習慣 13
第八節 網路外部性 14
第三章 研究方法 15
第一節 研究模型 15
第二節 研究假說 16
一、 即時通訊軟體品牌滿意價值 16
二、 品牌滿意度、信任與承諾 17
三、 母品牌信任轉移 18
四、 行動支付使用意圖 19
五、 抗拒變革與習慣 19
六、 網路外部性 20
第三節 變數與操作型定義 20
第四節 研究設計 21
一、 研究對象 21
二、 研究與問卷設計 22
三、 資料蒐集及使用工具 25
第四章 資料分析 26
第一節 樣本基本資料分析 26
第二節 衡量模型 28
一、 信度分析 ( Reliability ) 29
二、 收斂效度分析 ( Convergent Validity ) 30
三、 區別效度分析 ( Discriminant Validity ) 32
四、 共線性分析 ( Multicollinearity ) 33
五、 共同方法偏誤 ( Common Method Bias ) 34
第三節 結構模型及假說驗證 37
第五章 結論與建議 41
第一節 研究結果與建議 41
一、 行動即時通訊軟體品牌滿意度組成因素 41
二、 滿意度、承諾與信任之關聯性 42
三、 品牌信任轉移 43
四、 影響使用意圖之因素 43
五、 網路外部性之干擾效果 44
第二節 理論及實務意涵 45
一、 理論面 45
二、 實務面 46
第三節 研究限制與未來研究方向 46
參考文獻 48
附錄 : 研究正式問卷 58

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