隨著互聯網的興起和智能手機的出現，人們的生活型態有了很大的改變，其中支付方式已從現金交易到揮手刷卡，再發展到刷手機的方式。移動互聯網的發展，用戶主體從PC端向移動端遷移，使得傳統的網銀受到了挑戰，各種支付APP儼然已成為主要支付工具。近幾年，以支付寶及微信支付等品牌的為代表的二维码支付，已經佔領了大陸大多數城市商家，而Apple Pay則是在2016年2月18日才正式進入中國大陸市場。相較於二維碼支付，Apple Pay則是採用NFC近端支付，以Apple在全球的知名度，是否能跟大陸本土市場的二維碼支付競爭一番呢？由於消費者採用移動支付意味著移動支付行業在某種程度上取得了成功，調查個人採用或拒絕移動支付的原因很重要。因此，本研究以Apple Pay為例，將以科技接受模式為理論基礎，以消費者創新性、網路外部性、知覺風險等自變數，使用意願為依變數，進而透過實證問卷調查，針對中國大陸市場，去探討那些自變數對依變數的影響。易言之，本研究將探討第三方移動支付使用意願之影響因素。
    本研究以網路問卷的方式進行實證調查，總回收問卷為219份，利用SPSS 23.0版本的統計軟體對問卷進行分析。經過統計檢定結果發現：
1. 知覺有用性、知覺易用性、網路外部性是影響消費者使用Apple Pay意願的主要因素。
2. 消費者對使用Apple Pay的消費者創新性、知覺風險的意願不具顯著影響。
3. 消費者人口統計變數月收入、上網時間在構面上有顯著差異。

With the rise of the internet and the emergence of smart phone, people’s style of life have changed a lot, which pay from cash transactions to waving credit card, and then to the brush phone. The development of mobile Internet, the users migrate from the PC side to the mobile side, the traditional online banking has received a challenge, a variety of payment APP as the main payment tool. In recent years, to Alipay, WeChat payment and other brands represented by two-dimensional code payment, has occupied most of the China mainland city business, and Apple Pay was formally introduced to China market in February 18, 2016. Compared to the two-dimensional code payment, Apple Pay is the use of NFC proximal payment, with Apple in the global visibility, whether can it compete in China market with two-dimensional code? Since the use of mobile payment by consumers means that the mobile payment industry has achieved some success, it is important to investigate the reasons for individuals to adopt or reject mobile payments. This study, therefore, takes the Apple Pay as an example, the technology acceptance model as the theoretical basis, using consumer innovativeness, network externality, and perceived risk as independent variables, and the intention to use as the dependent variable, then through the empirical questionnaire survey, for the China market, to explore the effects of those independent variables and dependent variables. In short, this study will examine the factors influencing the intention to use the third-party mobile payment.
    This research adopted the methods of internet questionnaire survey and there are 219 valid samples were returned. SPSS version 23.0 was utilized to analyze and test hypotheses. After statistical test results, there are some important findings are shown as followings:
1. Perceived usefulness, perceived ease of use, network externality are the main factors that affect consumer intention to use Apple Pay.
2. Consumer innovativeness and perceived risk are not significant impact on consumer intention to use Apple Pay.
3. Consumer demographic variables monthly income, online time in the structure of the significant differences.

目錄
目錄	I
表次	III
圖次	IV
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	6
第三節 研究流程	7
第二章 文獻探討	8
第一節 移動支付	8
第二節 科技接受模型	13
第三節 消費者創新性	16
第四節 網路外部性	17
第五節 知覺風險	18
第六節 各研究變數間之關係	19
第三章 研究方法	22
第一節 研究架構	22
第二節 研究假說	22
第三節 變數操作性定義與衡量	23
第四節 問卷調查對象及抽樣設計	25
第五節 資料分析方法	25
第四章 資料分析與結果	27
第一節 樣本結構分析	27
第二節 各變數之信效度分析	29
第三節 基本資料在各變數上之變異數分析	32
第四節 各變數間之相關性分析	42
第五節 因果之階層迴歸分析	43
第六節 假說檢定結果	45
第五章 結論與建議	46
第一節 結論	46
第二節 管理意涵	48
第三節 研究限制	49
第四節 建議	49
參考文獻	50
一、中文部分	50
二、英文部分	50
三、網站部分	54
附錄：問卷	55

表次
表2-1  消費者創新性的定義	17
表3-1  自變數操作性定義	23
表3-2  自變數之衡量問項	23
表3-3  依變數之衡量問項	24
表4-1  基本資料樣本結構分析(n=219)	27
表4-2  各構面信度分析結果	29
表4-3  各構面KMO檢定與球形檢定結果	30
表4-4  各構面因素分析結果	31
表4-5  性別在六構面上之T檢定	32
表4-6  年齡在六構面上之ANOVA檢定	33
表4-7  教育程度在六構面上之ANOVA檢定	34
表4-8  職業在六構面上之ANOVA檢定	35
表4-9  月收入在六構面上之ANOVA檢定	38
表4-10  上網時間在六構面上之ANOVA檢定	39
表4-11  移動支付平均購物頻率在六構面上之ANOVA檢定	41
表4-12  各構面相關性分析	42
表4-13  本研究階層迴歸分析	43
表4-14  假說檢定結果	45

圖次
圖1-1  本研究流程圖	7
圖2-1  科技接受模型架構	14
圖2-2  修正科技接受模型架構	16
圖3-1  研究架構	22
圖4-1  模式驗證結果	45

一、中文部分
翁世吉、田育任(2014)。「行動商務」支付應用發展趨勢。財金資訊季刊，78，19-26。
曹媛媛(2008)。中國文化下的移動支付使用者使用意願與行為分析—基於整合型資訊接受模型。社會科學家，8，50-53。
蘭君瑤(2012)。影響年輕用戶接受和使用移動支付的因素分析。華中師範大學碩士論文。
二、英文部分
Adebiyi, A., Alabi, E., Ayo, C., & Adebiyi, M. (2013). An empirical investigation of the level of adoption of mobile payment in Nigeria. African Journal of Computing & ICT, 6(1), 197-207. 
Ajzen, I., & Fishbein, M. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research: Reading, MA: Addison-Wesley.
Au, Y. A., & Kauffman, R. J. (2008). The economics of mobile payments: Understanding stakeholder issues for an emerging financial technology application. Electronic Commerce Research and Applications, 7(2), 141-164. 
Bauer, R. A. (1960). Consumer Behavior as Risk Taking, in Dynamic Marketing for a Changing World, ed., Robert S. Hancock, Chicago: American Marketing Association. 
Chandra, S., Srivastava, S. C., & Theng, Y. L. (2010). Evaluating the role of trust in consumer adoption of mobile payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 29. 
Chen, L. D. (2008). A model of consumer acceptance of mobile payment. International Journal of Mobile Communications, 6(1), 32-52. 
Cotte, J., & Wood, S. L. (2004). Families and innovative consumer behavior: A triadic analysis of sibling and parental influence. Journal of Consumer Research, 31(1), 78-86. 
Cox, D. F. (1967). Risk handling in consumer behavior: An intensive study of two cases. Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 34-81. 
Dahlberg, T., & Mallat, N. (2002). Mobile payment service development-managerial implications of consumer value perceptions. ECIS 2002 Proceedings, 139. 
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. 
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003. 
Deloitte (2012). Trends and Prospects of Mobile Payment Industry in China  2012—2015. Financial Services Industry Centre of Excellence, Deloitte, 1-59.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474. 
Forrest (2011). Mobile Payments Enter A Disruptive Phase. Forrest.
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875. 
Gartner(2012). Forecast: Mobile Payments, Worldwide, 2009-2016, Gartner, www.gartner.com.
Godoe, P., & Johansen, T. (2012). Understanding adoption of new technologies: Technology readiness and technology acceptance as an integrated concept. Journal of European Psychology Students, 3(1), 38-52. 
Hongxia, P., Xianhao, X., & Weidan, L. (2011). Drivers And Barriers in the Acceptance of Mobile Payment in China. Paper presented at the E-Business and E-Government (ICEE), 2011 International Conference on.
Hsu, C. L., Wang, C. F., & Lin, J. C. C. (2011). Investigating customer adoption behaviours in mobile financial services. International Journal of Mobile Communications, 9(5), 477-494. 
Hurt, H. T., Joseph, K., & Cook, C. D. (1977). Scales for the measurement of innovativeness. Human Communication Research, 4(1), 58-65. 
Im, S., Mason, C. H., & Houston, M. B. (2007). Does innate consumer innovativeness relate to new product/service adoption behavior? The intervening role of social learning via vicarious innovativeness. Journal of the Academy of Marketing Science, 35(1), 63-75. 
IResearch (2011). iResearch China Mobile Payment Research. 1-77.
Jacoby, J., & Kaplan, L. B. (1972). The Components of Perceived Risk. Paper presented at the SV-Proceedings of the third annual conference of the association for consumer research.
Katz, M. L., & Shapiro, C. (1985). Network externalities, competition, and compatibility. The American Economic Review, 75(3), 424-440. 
Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322. 
Kim, G. S., Park, S. B., & Oh, J. (2008). An examination of factors influencing consumer adoption of short message service (SMS). Psychology & Marketing, 25(8), 769-786. 
Lin, C. P., Tsai, Y. H., Wang, Y. J., & Chiu, C. K. (2011). Modeling IT relationship quality and its determinants: A potential perspective of network externalities in e-service. Technological Forecasting and Social Change, 78(1), 171-184. 
Lou, H., Luo, W., & Strong, D. (2000). Perceived critical mass effect on groupware acceptance. European Journal of Information Systems, 9(2), 91-103. 
Lu, J., Yao, J. E., & Yu, C. S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. Journal of Strategic Information Systems, 14(3), 245-268. 
Lu, Y., Yang, S., Chau, P. Y., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & Management, 48(8), 393-403. 
Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. Journal of Strategic Information Systems, 16(4), 413-432. 
Manning, K. C., Bearden, W. O., & Madden, T. J. (1995). Consumer innovativeness and the adoption process. Journal of Consumer Psychology, 4(4), 329-345. 
Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229-242. 
Ondrus, J., & Pigneur, Y. (2006). Towards a holistic analysis of mobile payments: A multiple perspectives approach. Electronic Commerce Research and Applications, 5(3), 246-257. 
Pae, J. H., & Hyun, J. S. (2002). The impact of technology advancement strategies on consumers' patronage decisions. Journal of Product Innovation Management, 19(5), 375-383.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59. 
Roehrich, G. (2004). Consumer innovativeness: concepts and measurements. Journal of Business Research, 57(6), 671-677. 
Rogers, E. (1995). Diffusion of Innovations (4th Eds.) ACM The Free Press (Sept. 2001). New York, 15-23. 
Rogers, E. M., & Shoemaker, F. F. (1971). Communication of Innovations; A Cross-Cultural Approach. New York: Free Press. 
Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61. 
Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, 9(3), 209-216. 
Shin, D. H. (2009). Towards an understanding of the consumer acceptance of mobile wallet. Computers in Human Behavior, 25(6), 1343-1354. 
Shin, S., Lee, W. J., & Odom, D. O. (2014). A Comparative Study Of Smartphone User's Perception And Preference Towards Mobile Payment Methods In The US And Korea. Journal of Applied Business Research, 30(5), 1365. 
Smith, T., Grant, G., & Ramirez, A. (2014). Investigating the Influence of Psychological Ownership and Resistance on Usage Intention among  Physicians. Paper presented at the 2014 47th Hawaii International Conference on System Sciences.
Steenkamp, J. B. E., Hofstede, F. t., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2), 55-69. 
Stone, R. N., & Grnhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39-50. 
Szajna, B. (1996). Empirical evaluation of the revised technology acceptance model. Management Science, 42(1), 85-92. 
Taylor, S., & Todd, P. (1995). Assessing IT usage: The role of prior experience. MIS Quarterly, 19(4), 561-570. 
Tsai, Y., Jang, F., & Liu, C. (2013). Patents’ Perceptions of a Personal Health Record System: An Early Experience in Taiwan. Paper presented at the 2013 International Conference on Business and Management.
Van Hove, L. (2000). The New York City smart card trial in perspective: A research note. International Journal of Electronic Commerce, 5(2), 119-131. 
Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 27(3), 451-481. 
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. 
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. 
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. 
Wang, P., & Chou, W. (2012). Trends and Prospects of Mobile Payment Industry in China 2012-2015—Creating Innovative Models, Boosting Mobile Financial Services. Financial Services Industry Center of Excellence, Deloitte China. 
Woodside, A. G. (1968). Social character, product use and advertising appeals. Journal of Advertising Research, 8(4), 31-35. 
Yang, S., Lu, Y., Gupta, S., Cao, Y., & Zhang, R. (2012). Mobile payment services adoption across time: An empirical study of the effects of behavioral beliefs, social influences, and personal traits. Computers in Human Behavior, 28(1), 129-142. 
Zhou, T. (2013). An empirical examination of continuance intention of mobile payment services. Decision Support Systems, 54(2), 1085-1091. 
Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883-889. 
三、網站部分
1. 中國互聯網絡信息中心http://www.cnnic.cn/wapweb/sjrdxw/201611/W020160803204144417902.pdf
2. 艾媒諮詢 
http://www.iimedia.cn/41497.html
3. 中國管理諮詢網-貝恩諮詢
http://www.chnmc.com/wisdom/Stzlcase/2015-11-11/3936.html
4. 中華人民共和國工業和信息化部 
http://www.miit.gov.cn/n1146295/n1652858/n1652930/n4509627/c4814141/content.html
5. 艾瑞諮詢
http://report.iresearch.cn/content/2016/06/262153.shtml
6. 研究機構eMarketer
https://www.emarketer.com/Article/China-Boasts-Worlds-Largest-Proximity-Mobile-Payments-Market/1014053
7. 研究機構Gartner
http://www.gartner.com/technology/home.jsp
8. Apple網站
http://www.apple.com/apple-pay/