近來全球行動支付的使用率不斷成長，且行動支付的模式不斷推陳出新，且越來越多非專業金融公司如騰訊等，亦推出了有別於傳統行動支付模式的行動第三方支付服務「微信支付」。本研究將以微信此種依附於通訊軟體內的行動第三方支付模式作為探討案例，並修正了科技接受模型，除了既有模型中的知覺易用性與知覺有用性等理性因素外，同時加入了口碑傳播與社群影響等感性因素，藉以更多元的構面了解此種支付模式支於使用者而言是否具有吸引力以及願意使用的意願。本研究以曾使用過微信通訊軟體之中華人民共和國公民作為研究對象，並以便利抽樣之方式進行網路問卷調查，總計回收531份有效問卷使用偏最小平方法(PLS)進行分析。透過因素分析檢驗信效度與路徑分析檢定假說，本研究結果發現，知覺有用性將正向影響使用意圖；推薦人親密度會透過推薦數量以部分中介的形式影響使用意願，同時使用意願與信任皆會正向影響實際使用；而實際使用亦會正向影響持續使用可能，其中使用者的獲利程度對於持續使用具有正向的影響。本研究的研究結果不僅為此種新型支付模式提供了具有參考性的研究架構，同時亦將原有的科技接受模式進行更完整化的修正，使科技接受模式在未來的應用中能夠更加具有解釋性。

As the amount of world’s mobile payment grows, there are more and more new kinds of mobile payment modes. Also there are some companies, which are not knowns as traditional finance companies, release their mobile third party payment apps. This study takes Wechat Payment, a mobile third party payment app as the case, to explore users’ intention on using these apps through the lens of “Technology Acceptance Model” and “Electronic Word of Mouth”. For this purpose, this research conducted an online survey and collected 531 responses. Partial Least Square (PLS) was used to examine the measurement and research model. The results of this research indicate that perceive usefulness has a positive influence on users’ intention, and through partially mediation effect of recommendation message, the tie strength between the recommendation provider and receiver can also positively affect users’ intention. Besides, users’ intention and trust are both key factors that influence users’ actual use of this kind of apps. And user’s actual use will positively influence their continuous use, while users’ benefit gain from this app has a positive effect towards continuous use.

摘要 i
Abstract iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第三節 研究問題 6
第二章 文獻探討 7
第一節 行動第三方支付 7
第二節 科技接受模式 10
第三節 口碑行銷 19
第三章 研究方法 24
第一節 研究架構 24
第二節 研究設計 24
第三節 研究對象與資料搜集 25
第四節 研究操作行定義與測量工具 26
第五節 問卷前測與分析 27
第四章 資料分析 31
第一節 描述性統計分析 31
第二節 樣本信效度分析 34
第三節 路徑分析與假說檢驗 37
第五章 結論與建議 40
第一節 研究結果 40
第二節 研究結果之意涵 43
第三節 研究限制與未來建議 46
參考文獻 47
附錄 問卷 61

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