隨著科技的進步，付款方式不斷的演進，近幾年來全球各地政府隨著行動支付成長的趨勢，紛紛致力於促進產業發展或業務開放。同時伴隨行動支付技術的演進，支付過程所需之步驟與時間的簡化，也逐漸促使更多用戶願意使用行動支付進行交易付款。各方業者紛紛跨入支付領域，陸續推出新創的行動支付方案，爭取行動支付這個商機，整合生態鏈上中下游（金融端、電信端、支付端、商務端與用戶端）業者，以跨業互補合作的方式，取得市場競爭優勢。根據Gartner的研究調查顯示，預計全球行動支付市場規模將從2015年4,311億美元，成長約67%至2017年7,214億美元。行動支付所代表的除了直接的利潤之外，更包含其他消費資訊的獲得，進而讓未來推出產品時候能夠更加貼近消費者。
本研究以Lewin’s（1943）和Bilkey’s（1953,1955）的Basic theoretical framwork為基礎，結合理性行為理論(Theory of Reasoned Action;TRA)、計畫行為 理論(Theory of Planned Behavior;TPB)及科技接受模式(Technology Acceptance Model ; TAM)，藉以探討消費者對於Apple Pay行動支付系統的使用意向。研究結果顯示：1.「隱私權保障」、「認知安全性」、「信譽」對有「感知風險」顯著的負向影響。2. 「隱私權保障」、「認知安全性」、「信譽」及「顧客信賴傾向」對「信任」有顯著的正向影響。3.「感知風險」對「意向」有顯著的負向影響。4. 「信任」對「意向」有顯著的正向影響。
本研究之問卷，自104年11月1號，發放網路電子問卷，問卷發放對象為隨機民眾，截至11月14號，共回收174份，刪除無效問卷2份，有效問卷總共有172份，有效問卷率有98.85%。
文末根據研究結果，得知感知風險的認知與信任的建立會直接的前因有三類：認知效應、關係效應及個人化效應。因此系統提高顧客的隱私權保障、增進公司的信譽、系統讓人的安全性均可以降低消費者感知風險與提高消費者的信任度。加強該系統本身的安全性，以降低支付系統對於消費者給予的感知風險，此外，消費者會以他們累積的經驗及認知為基礎，決定對於系統的信任度高低，兩者結合後去決定使用系統的意願高低。

In recent years, as technology advances, governments around the world conform to the trend of the growth of mobile Payment, the government have committed to promote industrial development.Because the evolution of mobile Payment technology and mobile Payment Step required to simplify ，Gradually encourage more consumers are willing to pay for transactions using a mobile payment. Companies are developing mobile Payment systems,and they integrate the ecosystem industry (financial , telecommunications terminal, payment terminal,business terminal, user terminal)by cross-industry cooperation, to achieve competitive advantage . Global mobile Payment market is expected in 2015 from $4,311 million, growing from about 67 percent in 2017 to $7,214 billion. Mobile payment can get more consumer information, so the companies can introduce the production to comform consumer demand.
In this study, Lewin's (1943) and Bilkey's (1953,1955) of the Basic theoretical framwork, we combined with Theory of Reasoned Action, theory of planned behavior and the Technology Acceptance model to explore the consumer’s intention to use mobile payment system by Apple Pay.
Our results show：1. Perceived Privacy Protection, Perceived Security Protection and Positive Reputation have significant negative impacts on Risk. 2. Perceived Privacy Protection, Perceived Security Protection, Positive Reputation and Consumer Dispostion to Trust have significant positive impacts on Trust. 3. Risk have significant negative impacts on Intention. 4. Trust has significant positive impacts on Intention. According to the conclusion of this research, we propose suggestions as a reference.

論文審定書 i
論文公開授權書 ii
誌謝 iii
摘要 iv
Abstract vi
目 錄 vii
圖 次 ix
表 次 xi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 8
第貳章 文獻探討 9
第一節 行動支付系統現況介紹 9
第二節 建立基本模型 12
第三節 風險 13
第四節 信任 14
第五節 感知風險與風險的前因 15
第六節 認知效應對於感知風險與信任的影響 17
第七節 關係效應對於感知風險與信任的影響 18
第八節 個人化效應對於感知風險與信任的影響 19
第參章 研究設計 20
第一節 研究架構與假設 20
第二節 操作型定義及衡量方法 22
第三節 資料分析方法 28
第肆章 資料分析與討論 30
第一節 樣本特性分析 30
第二節 信度分析 49
第三節 效度分析 51
第四節 構面之相關分析 57
第五節 階層回歸分析 69
第六節 人口統計變數分析 76
第伍章 結論與建議 90
第一節 研究結論 91
第二節 管理意涵 94
第三節 研究限制 97
第四節 後續研究建議 99
參考文獻 100
附錄 研究問卷 104

A. Bhatnagar, S. Misra, & H.R. Rao. (2000). On risk, convenience, and internet shopping behavior. Communications of the ACM, 43 (11), 頁 98-114.
A. Kohli. (1989). Determinants of influence in organizational buying: a contingency approach. Journal of Marketing, 53, 頁 50-65.
Ardion Beldad, Menno de Jong, & Michaël Steehouder. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26 (5), 頁 857-869.
B. Friedman. (2000). Trust online. Communications of the ACM, 43 (12), 頁 34-40.
BG Tabachnick, & LS Fidell. (2007). Using multivariate statistics (第 5 版). Authored Book.
C. Moorman, R. Deshpande, & G. Zaltman. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57 (1), 頁 1993.
D. Gefen. (2000). E-commerce: the role of familiarity and trust. The International Journal of Management Science, 28 (6), 頁 38-53.
D.A. Light. (2001). Sure, you can trust us. MIT Sloan Management Review, 43 (1), 頁 17.
D.G. Gambetta. (1998). “Can We Trust Trust?,” in Trust: Making and Breaking Cooperative Relations. 213-237.
D.H. McKnight, L.L. Cummings, & N.L. Chervany. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23 (3), 頁 473-490.
D.J.McAllister. (1995). Affect- and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38 (1), 頁 24-59.
Dan J. Kim, Donald L. Ferrin , & H. Raghav Rao. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44, 頁 544-564.
E.H. Fram, & D.B. Grady. (1997). Internet shoppers: is there a surfer gender gap? Direct Marketing, 59 (9), 頁 46-50.
F. Belanger, J.S. Hiller, & W.J. Smith. (2002). Trustworthiness in elec- tronic commerce: the role of privacy, security, and site attributes. Journal of Strategic Information Systems, 11, 頁 245-270.
I. Ajzen. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 頁 179-211.
J. Jacoby, & L. Kaplan. (1972). The components of perceived risk. Advances in Consumer Research, 3, 頁 382-383.
K. Lewin. (1943). Forces behind food habits and methods of change. Bulletin of the National Research Council(108), 35-65.
M. Chen, J. Han, & P.S. Yu. (1996). Data mining: an overview from a database perspective. IEEE Transactions on Knowledge and Data Engineering, 8 (6), 頁 866 - 883.
M. Fishbein, & I. Ajzen. (1979). A theory of reasoned action: Some applications and implications. Nebraska Symposium on Motivation, 27, 頁 65-116.
P. Ratnasingham. (1998). Internet based EDI trust and security. Information Management & Computer Security, 6 (1), 頁 33-39.
P.M. Doney, & J.P. Cannon. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61 (2), 頁 35-51.
R. Bauer. (1960). Consumer behavior as risk taking. Dynamic marketing for a changing world, 頁 398.
R.C. Mayer, J.H. Davis, & F.D. Schoorman. (1995). An integrative model of organizational trust. Academy of Management Review, 29 (3), 頁 709-734.
S. Antony, Z. Lin, & B. Xu. (2006). Determinants of escrow service adoption in consumer-to-consumer online auction market: an experimental study. Decision Support Systems, 42 (3), 頁 1889-1900.
S.L. Jarvenpaa, N. Tractinsky, & M. Vitale. (2000). Consumer trust in an Internet store. Information Technology and Management, 1, 頁 45-71.
van SlykeLou,SridharHao. (2010). THE INFLUENCE OF CULTURE ON CONSUMER-ORIENTED ELECTRONIC COMMERCE ADOPTION. Journal of Electronic Commerce Research, 11 (1), 頁 30-40.
Viswanath Venkatesh, & Fred D. Davis. (2000年2月). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 頁 186-204.
W.J. Bilkey. (1955). Psychic tensions and purchasing behavior. Journal of Social Psychology(41), 247-257.
W.J.Bilkey. (1953). A psychological approach to consumer behavior analysis. Journal of Marketing(18), 18-25.
邱皓政. (2010). 量化研究與統計分析：SPSS（PASW）資料分析範例解析 (第 5 版). 台北: 五南.