隨著通訊技術的迅速發展以及網際網路的普及，社會大眾的日常生活產生了極大的改變。在傳統的金融產業，人們習慣以現金或是信用卡刷卡進行購買商品或是服務的支付工具，而由於金融科技之發展，其中行動支付已逐漸融入在社會大眾的生活中，越來越多人以行動支付作為主要的支付工具，這一趨勢也吸引了眾多業者進入行動支付的市場，競爭愈加激烈。本研究想要了解行動支付之品牌的特性與其影響消費者知覺價值的因素，即消費者對品牌的關注與投入程度是否會影響他們選擇行動支付，並探討產品涉入是否會對兩者的關係產生影響，亦即消費者對品牌之認同是否會影響其對於相關行動支付產品之理解與認識，進而影響其在使用行動支付的知覺價值。為探討此一議題，本研究先以質性訪談的方式，藉由與受訪者一對一的互動，了解消費者對於行動支付採用、相關產品與品牌特性的看法，並將前述訪談資料之結果進一步以問卷調查法的方式進行量性研究方法分析，以 Survey cake 問卷表單方式蒐集樣本資料，總共蒐集了 374 份有效樣本，並以 SPSS 28.0 統計分析軟體進行實證研究分析。本研究結果發現品牌涉入顯著正向影響產品涉入；而產品涉入與品牌涉入也會顯著正向影響消費者的知覺價值；此外，品牌涉入會經由產品涉入的中介正向影響消費者的知覺價值，亦即有間接效果。這些發現為行動支付業者提供了寶貴的見解，使他們能更深入地了解消費者對功能和品牌的偏好。業者可以利用這些資訊調整品牌和產品策略，有效提升消費者對行動支付的知覺價值，增強市場競爭力，並提升消費者的滿意程度與忠誠度。

With the rapid development of communication technology and the widespread adoption of the Internet, everyday life for the general public has undergone significant changes. In the traditional financial industry, people were accustomed to using cash or credit cards for purchasing goods or services. However, due to technological advancements financial technology, particularly mobile payments, has been increasingly integrated into daily life. More and more people are using mobile payments as their primary tool for transactions. This trend has also attracted numerous companies into the mobile payments market, intensifying competition. This study focuses on exploring insights into the characteristics of mobile payment brands and the factors influencing consumers' perceived value. Specifically, it investigates whether consumers' brand involvement affects their choice of mobile payment methods, and examines the mediating role of product involvement in this relationship. That is, it seeks to understand whether consumers' brand recognition influences their understanding and perception of mobile payment products, thereby impacting their perceived value when using mobile payments. To explore this issue, this study initially employed qualitative interviews through one-on-one interactions with respondents to understand their views on the adoption of mobile payments, related products, and brand characteristics. Subsequently, the findings from these interviews were further analyzed using a quantitative research method, through a survey distributed via Survey Cake. A total of 374 valid samples were collected, and empirical analysis was conducted using SPSS 28.0 statistical software. The outcome of the study revealed that brand involvement significantly and positively influences product involvement. Both product involvement and brand involvement also significantly and positively affect consumers' perceived value. Additionally, brand involvement positively influences consumers' perceived value through the mediating role of product involvement, indicating an indirect effect. The research findings offer valuable insights for mobile payment providers, helping them to better understand consumer preferences for functionality and brands. Providers can utilize this information to adjust their branding and product strategies, effectively enhancing the perceived value of mobile payments, increasing market competitiveness, and improving consumer satisfaction and loyalty.

論文審定書i
誌 謝ii
摘要iii
Abstractiv
第一章 緒論1
第一節 研究背景與研究動機1
第二節 研究目的4
第三節 研究範圍5
第四節 研究流程6
第二章 文獻探討 7
第一節 科技創新7
第二節 涉入13
第三節 消費者行為17
第四節 科技接受模型23
第五節 消費者價值理論26
第三章 研究方法29
第一節 研究方法的選擇29
第二節 資料蒐集方法31
第三節 質性訪談程序33
第四章 質性分析與假設推導37
第一節 訪談結果37
第二節 研究架構與研究假設42
第三節 量化研究工具48
第五章 量化研究結果54
第一節 樣本結構分析54
第二節 敘述性統計分析59
第三節 變數衡量的信效度分析63
第四節 假設驗證69
第六章 結論與建議73
第一節 研究結論73
第二節 研究貢獻76
第三節 研究限制與未來建議77
附錄一 訪談大綱84
附錄二 正式問卷86

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