近年來行動支付崛起，這項支付方式將會對人們的生活習慣發生巨大的改變，因此，本研究針對影響消費者使用雲支付的因素進行探討，根據有在使用金融卡/信用卡的消費者進行問卷測試使用雲支付的意圖。本研究運用了TTF(任務科技配適度模型)及UTAUT(整合科技接受模型)作為理論架構，並加入行動支付特徵、消費者品牌權益及使用意圖，建構出本研究的全體架構模型。本研究使用實體問卷及網路問卷，最終回收506份有效問卷，使用AMOS 20.0進行信度及效度檢驗並進行統計分析及檢視本研究構面之中介效果及干擾(調節)效果。本研究結果得知：(1)雲支付的任務特性會正向影響任務-科技配適度，任務-科技配適度會正向影響預期績效及易用預期，相容性會正向影響消費者品牌權益，便利性、相容性及消費者品牌權益會正向影響使用意願。(2)科技特性會負向影響任務-科技配適度，易用預期、流動性、可達性皆會負向影響使用意圖，流動性會負向影響消費者品牌權益。(3)探討收入對本研究構面的調節效果。最終根據本研究結果提供雲支付的銀行端或科技端相關參考建議。

The rise of mobile payments in recent years has caused a huge change in people’s living habits. Therefore, this study explores the factors that influence consumers’ use of cloud payments, which are based on consumers who use financial credit cards. The questionnaire tests the intention of using cloud payment. This study uses the TTF (Task Technology Fit Model) and UTAUT (Unified Theory of Acceptance and Use of Technology Model) as the theoretical framework, and joins the Mobile Payment System Characteristics, Consumer –Based Brand Equity, and user intention to construct the overall architectural model of this research. In this study, a physical questionnaire and an online questionnaire were used. A total of 506 valid questionnaires were collected, and AMOS 20.0 statistical software was used analyze the research. The results of this study show that: (1) The task characteristics(TC) of cloud payment will positively affect the task- characteristics fit(TCF), and the task- characteristics fit(TCF) will positively affect performance expectancy(PE) and effort expectancy(EE). Compatibility(COM) will positively influence consumer-based brand equity(CBBE), convenience(CON), compatibility(COM) and consumer-based brand equity(CBBE) will positively affect the user intention(UI). (2) Technological characteristics(TLC) will negatively affect the task-characteristics fit(TCF), effort expectancy(EE), mobility(MOB), and reachability(RE) will all negatively affect the user intentions(UI), and mobility(MOB) will negatively affect consumer-based brand equity(CBBE). (3) The moderating variables of Income affected some hypotheses on this research aspect. Finally, according to the results of this study, the bank-side or technology-related reference suggestions for cloud payment will be provided.

中文摘要	I
英文摘要	II
目錄	IV
表目錄	VI
圖目錄	VII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
第二章 文獻探討	6
2.1任務科技配適度模型(TASK TECHNOLOGY FIT, TTF) 6
2.1.1科技特性(technology characteristics) 6
2.1.2任務特性(task characteristics) 6
2.1.3任務與科技配適度(task characteristics fit)	6
2.2整合科技接受模型(UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY, UTAUT) 8
2.3行動支付特徵(MOBILE PAYMENT SYSTEM CHARACTERISTICS, MPS) 12
2.4消費者品牌權益(CUSTOMER‐BASED BRAND EQUITY, CBBE) 14
2.5使用意圖(USER INTENTION, UI)	15
2.6研究假設 16
2.6.1科技特性、任務特性會影響任務與科技配適度 16
2.6.2任務與科技配適度會影響預期績效、易用預期 16
2.6.3預期績效、易用預期、社會影響、促成條件會影響使用意圖 17
2.6.4流動性、便利性、可達性及相容性會影響消費者品牌權益 18
2.6.5流動性、便利性、可達性及相容性會影響使用意圖	19
2.6.6消費者品牌權益會影響使用意圖	19
2.7干擾效果-收入(INCOME)	20
第三章 研究方法	21
3.1研究設計 21
3.2研究量表 21
3.3樣本收集 23
3.4資料分析方法	24
3.4.1敘述性統計分析 24
3.4.2信度及效度分析 24
第四章 研究結果分析 25
4.1問卷回收與樣本結構 25
4.1.1樣本基本資料分析 25
4.2測量模型 26
4.2.1驗證性因素分析(confirmatory Factor Analysis, CFA) 26
4.2.2信度分析(Reliability Analysis) 28
4.2.3效度分析(Validity Analysis)	31
4.3結構模型 35
4.3.1配適度分析	35
4.3.2模型評估與研究假設驗證 37
4.4中介效果 41
4.5干擾效果 44
第五章 結論與建議 47
5.1結論	47
5.2理論意涵 49
5.3管理意涵 50
5.4研究限制與未來建議 50
參考文獻	52
中文文獻	52
英文文獻	53
附錄 60
附錄一 本研究問卷(前測) 60
附錄二 本研究問卷 63
表1- 1 電子錢包種類比較 3
表2- 1八個科技接受理論之構面及定義	8
表2- 2整合型科技接受模型構面及定義	9
表3- 1測量題項之數目與來源 23
表4- 1問卷回收率	25
表4- 2研究對象基本資料表	26
表4- 3驗證性因素分析測量指標 28
表4- 4可信度高低與CRONBACH’S Α係數之對照表 29
表4- 5信度與效度分析表 30
表4- 6區別效度之卡方差分析 32
表4- 7構面區別效度分析表表 33
表4- 8結構方程模式整體配適指標 36
表4- 9研究模型線性結構模式評估結果	39
表4- 10中介效果報表 41
表4- 11干擾效果結果-收入(高/低) 45
表5- 1假設檢驗結果 49
圖1- 1研究流程圖	5
圖2- 1科技接受與使用整合模型 11
圖3- 1研究架構圖	21
圖4- 1量表總信度	29
圖4- 2研究架構之路徑係數	40

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