近年來隨著科技進步，行動裝置的功能發展也越多元化，也帶動行動支付使用率的成長及行動支付交易額大幅成長，而台灣行動支付品牌也推陳出新，各自品牌都推出自家的品牌，除了主要的四大行動支付品牌，現在連Apple、Samsung等都提供行動支付的服務，加上目前政府推動無現金化社會，使得在使用行動支付會越來越方便。本研究以品牌延伸觀點及使用與滿足理論進行探討，以台灣目前行動裝置市占率相對較高的Apple 所推出的Apple Pay為例，探討是否使用者原本對母品牌有較好的評價可以移轉到其延伸品牌，若是能移轉成功，再利用使用與滿足理論去是因為何種原因影響到使用意圖。
本研究以網路問卷蒐集樣本，共回收328份問卷，並透過統計分析進行模型的驗證，經過驗證之後得出本研究模型具有良好之信效度。而本研究顯示出品牌印象會正面影響到母品牌信任，而母品牌信任會正面影響品牌資產及品牌承諾，正面影響對於延伸品牌的態度，再加上有用性與認知性對使用意圖產生正面影響。最後，根據研究結果提供理論與實務方面的貢獻，並對於未來發展行動支付上提供建議，期望本研究能有所幫助。

In recent years, with the advancement of technology, the functions of the mobile devices have become more and more diversity, which led to the growth of mobile payment usage and the significant growth of mobile payment transactions. In addition to the four major mobile payment, Apple and Samsung are now providing mobile payment services.The government is currently promoting a cashless society, making it increasingly convenient to use mobile payments. This study uses the brand extension and gratification theory to investigate whether users who hava a good opinion of the parent brand can transfer to its extension brand. If the transfer is successful, then use gratification theory to determine the reasons that affect the intention to use it.
In this study, samples were collected by online questionnaires, and there were 329 effective samples. The research result shows that brand image positively affects parent brand trust. Also, the parent brand trust positively affects brand equity and brand commitment, and then positively affects attitude toward the brand extension. In addition, usefulness and cognitive positively affect the intention of using mobile payment.

論文審定書 i
摘要 ii
Abstract iii
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 2
第三節、研究問題與目的 6
第四節、研究流程 7
第二章、文獻探討 9
第一節、使用與滿足理論 9
第二節、品牌價值 10
第三節、品牌延伸 10
第三章、研究方法 12
第一節、研究模型 12
第二節、研究假說 12
第一項、品牌價值 12
第二項、母品牌信任、品牌承諾、品牌資產 13
第三項、對延伸品牌的態度 14
第四項、使用與滿足理論影響使用意圖 14
第三節、研究設計 15
第一項、研究對象 15
第二項、研究與問卷設計 16
第三項、資料蒐集及使用工具 19
第四章、資料分析 20
第一節、樣本基本資料分析 20
第二節、衡量模型 21
第一項、信度分析(Reliability) 21
第二項、收斂效度分析(Covergent Validity) 22
第三項、區別效度分析(Discriminant Validity) 23
第四項、共線性分析(Multicollinearity) 25
第五項、共同方法偏誤(Common Method Bias) 25
第三節、結構模型與假說驗證 27
第五章、結論 31
第一節、研究結果 31
第一項、延伸品牌的觀點 31
第二項、使用與滿足理論 31
第二節、研究貢獻 32
第一項、理論層面 32
第二項、實務層面 32
第三節、研究限制與未來研究方向 33
第六章、參考文獻 35
附件: 研究正式問卷 44

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