隨著資訊科技日新月異，多元的支付方式正在挑戰並改變人們傳統交易的習慣。又以近年來行動裝置結合NFC晶片的支付方式。智慧型手機內之行動支付應用程式不斷加強，且銀行體系的大力推廣，使得全球行動支付人口正在不斷增加。
  台灣行動支付的人口正在不斷提高，但在台灣最常見的支付方式仍舊是以現金與傳統信用卡為主。在2017年上半年Apple Pay、Samsung Pay、Google Pay三大國際支付業者登台後，帶動國內使用手機綁定行動支付熱潮。
  本研究以轉換成本、設計品質作為前因變數，以品牌形象、品牌情感及品牌信任作為中介變項。最後來探討消費者的使用意願。
本研究主要針對有使用信用卡與金融卡的消費者，共收集422份有效問卷。並使用SPSS Amos 20.0 電腦統計軟體進行信效度分析，並以結構方程模型(SEM)實證結果。最後提供業主相關的理論和管理意涵，並針對未來研究提出建議與研究方向之參考。

Following by the advance of technology and the innovation, Multiple payment methods are challenging and changing past trading patterns. Mobile device combined with NFC chip. Mobile payment applications within smart phones continue to strengthen and promote the banking system, making the global mobile payment population is increasing. The population paid by Taiwan’s operations is constantly improving, but the most common payment method in Taiwan is still cash and credit cards. In the first half of 2017, three major international payments, Apple Pay, Samsung Pay and Google Pay, entered the consumer market in Taiwan. Stimulate domestic use cellphone mobile payment boom.
     This study uses switching costs and design quality as the Antecedent variables. Brand image, brand affect and brand trust serve as Mediation variables. Finally, research user intention of consumer. In addition, SPSS Amos 20.0 computer statistics software was used for reliability and validity analysis. Structural equation model (SEM) empirical results.
     This study mainly focuses on consumers who use credit cards and financial cards.  A total of 422 valid questionnaires were collected. Using SPSS Amos 20.0 Computer Statistics Software for Reliability and Validity Analysis.  The structural equation model (SEM) empirical results. Finally, Provide relevant theory and management implications, and make recommendations and research directions for future research.

目錄
中文摘要	I
英文摘要	II
目錄		IV
圖目錄		VII
表目錄		VIII
第一章	緒論	1
1.1	研究背景與動機	1
1.2	研究目的	4
1.3	研究流程	5
第二章	文獻探討	6
2.1	行動信用卡	6
2.2	轉換成本(Switching cost)	6
2.3	設計品質(Design Quality)	7
2.3.1	資訊品質(Information Quality)	9
2.3.2	系統品質(System Quality)	10
2.3.3	服務品質(Service Quality)	11
2.4	品牌情感(Brand Affect)	11
2.5	品牌形象(Brand Image)	12
2.6	品牌信任(Brand Trust)	12
2.7	使用意圖(User Intention)	13
2.8	轉換成本與品牌情感之間的關係	14
2.9	設計品質與品牌形象之間的關係	14
2.10	設計品質與品牌信任之間的關係	14
2.11	品牌形象與品牌情感之間的關係	15
2.12	品牌形象與品牌信任之間的關係	15
2.13	品牌情感與使用意圖之間的關係	16
2.14	品牌信任與使用意圖之間的關係	16
第三章	研究方法	17
3.1	研究設計	17
3.2	問卷設計及測試	17
3.3	抽樣及樣本收集	19
3.4	資料分析方法	19
3.4.1	敘述性統計分析	19
3.4.2	信度及效度分析	19
第四章	研究結果與分析	21
4.1	樣本基本資料	21
4.1.1	回收問卷樣本結構	21
4.1.2	受訪者基本資料分析	21
4.2	測量模型	22
4.2.1	驗證性因素分析(Confirmatory Factor Analysis,CFA)	22
4.2.2	信度分析(Reliability Analysis)	24
4.2.3	效度分析(Validity Analysis)	26
4.3	結構模型	29
4.3.1	配適度分析	29
4.3.2	線性結構模式評估與假設檢定	30
4.4	中介效果	33
第五章	結論與建議	35
5.1	結論	35
5.2	理論意涵	36
5.3	管理意涵	37
5.4	研究限制與未來建議	37
參考文獻	38
 
圖目錄
圖1-1 近端行動支付使用統計與普及率	2
圖1-2 研究流程圖	5
圖2-1 DeLone and McLean 資訊系統成功模式	8
圖2-2 DeLone and McLean 修正後資訊系統成功模式	8
圖2-3 Wang (2008)的更新電子商務系統成功模型	9
圖3.1 研究架構圖	17
圖4-1 本研究之結構方程式路徑圖	33
 
表目錄
表2-1系統品質之衡量指標	10
表3-1	測量題項之數目與來源	18
表4-1問卷回收率	21
表4-2樣本基本特徵	22
表4-3 驗證性因素分析測量指標	23
表4-4信度與效度分析表	24
表4-5區別效度之卡方差分析	27
表4-6 構面間區別效度分析表	28
表4-7結構方程模式整體配適指標	30
表4-8研究假設檢定	32
表4-9中介效果報表	33
表5-1研究假設分析	36

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