NFC手機付費意願之探討 : 以歐洲地區案例為基礎

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Title:	NFC手機付費意願之探討 : 以歐洲地區案例為基礎
Other Titles:	A study of user’s behavior intention on NFC mobile payment : based on European region
Authors:	黃育倫;Huang, Yu-lun
Contributors:	淡江大學歐洲研究所碩士班鄒忠科;Tzou, Chong-ko;陶治中;Tao, Chi-chung
Keywords:	行動付費;近距離通訊技術;創新採用理論;Mobile payment;Near Field communication(NFC);Innovation adoption theory
Date:	2010
Issue Date:	2010-09-23 15:14:40 (UTC+8)
Abstract:	日常生活中隨處可見各種情境的付費行為，之間差異在於每個人所選擇的付費工具、方式與額度不同，加上手機的持有率逐漸普及，對於步調緊湊的都市民眾而言，已成為個人生活中不可或缺的隨身配備。以往的商務交易大都選擇面議後付費，使用者付費的觀念已趨成熟，並隨著資通訊科技(Information and Communication Technology, ICT)的日新月異，商務交易型態亦隨之急遽變化，倘若交易流程簡化，無形中有助提升民眾的付費意願。本研究所探討的NFC 手機(NFC-enabled mobile phone)付費模式即是一項內嵌近距離通訊(Near Field Communication, NFC)技術於晶片(Chip)內，並結合手機的付費工具，近似於電子錢包(Electronic wallet)。目前世界各地皆有成功的實作案例，特別是具備交通票證或小額付費(Micro-payment)的大型都會區。故本研究蒐集相關文獻，分別探討歐洲地區與台灣採用NFC 手機付費的實作案例，以瞭解兩地付費環境的差異性；並藉由問卷調查(受訪對象以北部地區為主)，瞭解國內民眾對於NFC 手機付費應用的認知程度，與潛在的使用者特性與付費意願。在300 份有效樣本中，並從敘述性統計方式得出以年齡26~30 歲、居住在台北縣、大學學歷與資訊科技產業的男性居多的樣本結構。 Various payment behaviors are common in our daily lives. The differences lie in the varying payment instruments, methods and sum of money chosen by individuals. On the other hand, with their increasing popularity, mobile phones have become an indispensable hand-carried device for urbanites in their fast-paced everyday lives. Commercial transactions used to be paid after face-to-face negotiations. The concept of beneficiary-pays has become more mature. To compound matters, with information and communication technology (ICT) improving daily, commercial transaction types have also drastically changed. Under such circumstances, simplification of the transaction process may intangibly enhance people’s intention-to-pay. This study explores NFC-enabled mobile phone’s payment model, i.e. a payment instrument combining near field communication(NFC) technology with mobile phones, similar to the application of electronic wallet. Currently, there are success v stories throughout the world regarding their application, especially in the metropolitan areas where electronic payment and micro-payment are available. Through an examination of relevant literature, this study respectively explored the case studies using NFC mobile phone to make payments in Europe and Taiwan, in order to better understand the payment variation in the two regions. At the same time, via questionnaire survey (targeting people in northern Taiwan), this study also identified the perception local people have towards the application of using NFC mobile phone to make payments, as well as potential users’ characteristics and their intention-to-pay.
Appears in Collections:	[歐洲研究所] 學位論文

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