科技管理所探討的重點在於技術創新、加速科技發展，並且創造商機發展出企業的策略，以獲得競爭優勢等。而傳統金融產業即在科技的快速發展下受到了影響，自動櫃員機、網路銀行的誕生、人工智慧及大數據的應用等，皆為科技快速進步下的產物。2015年世界經濟論壇，將金融科技分為支付、存款與貸款、保險、籌資、投資管理和市場資訊供給等六大項目，其中支付服務是市場接受度及普及率最高的項目，近年來台灣政府也搭上金融科技的浪潮，積極推動行動支付的普及，然金融產業屬於高度制式化的產業，除了企業在知識創新的發想及商業價值的展現外，政府的法規政策亦在金融產業中發揮關鍵作用，故金融科技的採用會受到體制力量的影響，意即個人和組織在採行創新決策時，其信念、態度和行為會因追求體制環境的合法化而受文化、規範、法規、價值觀和社會期望等影響。故本研究係以體制理論的觀點探討強制力量、規範力量、模仿力量對於消費者金融科技，特別著重於行動支付使用意願造成的影響，並且以產品涉入解釋它們之間的關聯。本研究首先以質性訪談的方式與具使用行動支付經驗的消費者進行實地互動，了解消費者對於行動支付使用意願的看法及成因，接著就前述訪談的研究結果採用線上發放問卷的形式以量性研究方法分析，總共蒐集了 375 份有效樣本，並以 SPSS 28.0 統計分析軟體進行實證研究。研究結果顯示，強制力量與規範力量皆會正向影響消費者行動支付使用意願，模仿力量則無；此外，強制力量與規範力量會經由產品涉入的中介效果，正向影響消費者行動支付使用意願。本研究的結果有助於政府（監管機管）及業者做為推動行動支付方向的參考；在理論價值方面，本研究提供強制力量與模仿力量影響消費者行動支付使用意願的解釋機制，此關係的中介變數就是產品涉入。此外，透過本研究亦能更加了解科技管理與金融科技領域背後的運作模式。

In recent years, technological advances have influenced the traditional financial industry and lead to the development of financial technology. Among them, the most popular and widely adopted financial technology is mobile payment services. The Taiwanese government has been actively promoting the popularity of mobile payments in line with global trends. However, the financial industry is a highly institutionalized industry. Government regulations and policies play a key role in the traditional financial industry. Therefore, this study explores the impact of institutional forces on users’ adoption from the perspective of institutional theory, with a particular focus on the willingness to use mobile payment, and uses product involvement to explain the relationship between them. This study first used qualitative interviews to understand consumers’ opinions and reasons for their willingness to use mobile payment. Then, the research results of the aforementioned interviews were analyzed using quantitative research methods in the form of online questionnaires. A total of 375 valid questionnaires were collected. Samples, and conducted empirical research using SPSS 28.0 . Research results show that both coercive power and normative power will positively affect consumers' willingness to use mobile payment. In addition, coercive power and normative power will positively affect consumers' willingness to use mobile payment through the intermediary effect of product involvement. The results of this study can help the government (regulatory authorities) and industries serve as a reference for the direction of promoting mobile payment. In addition, through this research, can also better understand the operating model behind the technology management and financial technology fields.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 科技管理 7
第二節 金融科技 11
第三節 體制理論 16
第四節 產品涉入 21
第三章 研究方法 25
第一節 研究方法之選定 25
第二節 資料蒐集方法 29
第三節 質性訪談程序 31
第四節 量性研究程序 32
第四章 質性分析與假設推導 34
第一節 變數關聯相關分析 34
第二節 研究架構與研究假設 41
第三節 量化研究工具 42
第五章 量化研究結果 48
第一節 樣本結構分析 48
第二節 描述性統計分析 52
第三節 探索性因素分析 56
第四節 信度分析 62
第五節 迴歸分析 66
第六章 研究建議與結果 72
第一節 研究結論 72
第二節 研究貢獻 74
第三節 研究限制與建議 76
參考文獻 77
附錄一 訪談大綱 86
附錄二 正式問卷 87

一、中文文獻
王雲東、呂傑華（2021）。社會研究方法 :量化與質性取向及其應用（第四版）。新北市：揚智文化。
卡瓦納(Cavana,R.Y.)、德拉艾(Delahaye,B.L.)、舍卡倫(Sekaran,U.) (2004)。企業研究方法 :質化與量化方法之應用。莊立民、王鼎銘譯。臺北市：雙葉書廊。
卡里爾(Khalil,T.M.)(2005)。科技管理（第二版）。姜禮輝譯。臺北市：麥格羅希爾。
古柏(Cooper,D.R.)、辛德勒(Schindler,P.S.)(2009)。企業研究方法（第三版）。古永嘉、楊雪蘭譯。臺北市：麥格羅希爾。
伍忠賢、劉正仁（2022）。圖解數位科技：金融科技與數位銀行（第二版）。臺北市：五南圖書。
吳雨柔（2024）。瞭解臺灣市場的葡萄酒消費情況: 產品涉入、產品屬性、口碑行銷和價格效應。〔未出版之碩士論文〕。國立中山大學企業管理學系。
吳萬益（2005）。企業研究方法（第二版）。臺北市：華泰文化。
吳萬益（2019）。企業研究方法（第六版）。臺北市：華泰文化。
李芸蕙、蔣岡霖、吳敏華（2021）。行銷研究 （第三版）。新北市：普林斯頓。
李榮謙（2014）。新時代的：貨幣銀行學概要（第二版）。臺北市：智勝。
辛德勒(Schindler,P.S.)(2019)。企業研究方法（第六版）。楊雪蘭譯。臺北市：麥格羅希爾。
林慧君（2010）。涉入及產品知識對消費者購買決策之研究—以室內裝修業為例。〔未出版之碩士論文〕。國立交通大學經營管理研究所。
張昌財、黃廷合、賴沅暉、邱亦嘉、張盛鴻、吳贊鐸、李沿儒、梅國忠（2007）。科技管理導論（初版）。臺北市：全華科技。
許家欣（2023）。以創新抵制理論與科技接受模型探討消費者使用意願—全家 My FamiPay 為例。〔未出版之碩士論文〕。國立中興大學科技管理研究所。
陳若暉（2017）。金融科技（初版）。桃園市：全球群眾募資與金融技服務協會。
陳惟龍、李倩兮（2016）。金融科技(FinTech)破壞式創新證券商因應之道。證券公會105年第二季刊，3-8。
陳楷博（2023）。品牌知名度、促銷與產品涉入對消費者購買意願之研究-----以威士忌酒產品為例。〔未出版之碩士論文〕。國立台北大學企業管理學系。
黃祐芸（2022）。道德情緒對氣候變遷產品之購買意願分析：生態環境承諾、從眾效應與產品涉入程度之影響。〔未出版之碩士論文〕。國立東華大學國際企業學系。
榮泰生（2007）。消費者行為（第二版）。臺北市：五南
劉文良（2021）。金融科技實務與應用：360度顧客視圖+場景金融（初版）。臺北市：碁峰資訊。
魯安(Ruane,J.M.)(2007)。研究方法概論（初版）。臺北市：五南。

二、英文文獻
Abayomi, O. J., Zhang, X., Peng, X., & Zhao, S. (2020). How do institutional pressures and behavioral intentions affect mobile services adoption? The moderating role of perceived risk. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 51(2), 82-100.
Antil, J. H. (1984). Conceptualization and operationalization of involvement. Advances in consumer research, 11(1).
Arner, D. W., Barberis, J. N., & Buckley, R. P. (2016). The emergence of RegTech 2.0: From know your customer to know your data.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of consumer research, 13(2), 234-249.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior 9th. South-Western Thomas Learning. Mason, OH, 1-13.
Bogers, M., Chesbrough, H., Heaton, S., & Teece, D. J. (2019). Strategic management of open innovation: A dynamic capabilities perspective. California Management Review, 62(1), 77-94.
Bozan, K., Davey, B., & Parker, K. (2015). Social influence on health IT adoption patterns of the elderly: an institutional theory based use behavior approach. Procedia Computer Science, 63, 517-523.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.
Chesbrough, H. (2017). The future of open innovation: The future of open innovation is more extensive, more collaborative, and more engaged with a wider variety of participants. Research-Technology Management, 60(1), 35-38.
Cusumano, M. A. (2002). The elements of platform leadership. MIT Sloan management review.
Damanpour, F. (1991). Organizational innovation: A meta-analysis of effects of determinants and moderators. Academy of management journal, 34(3), 555-590.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American sociological review, 48(2), 147-160.
Flanagin, A. J. (2000). Social pressures on organizational website adoption. Human communication research, 26(4), 618-646.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gao, S., & Yang, Y. (2015). Exploring users’ adoption of MOOCs from the perspective of the institutional theory.
Goldsmith, R. E., & Emmert, J. (1991). Measuring product category involvement: A multitrait-multimethod study. Journal of Business Research.
Granovetter, M. (1985). Social structures and economic action: The problem of embeddedness. American Journal of Sociology, 91(3), 481-510.
Groenveld, P. (1997). Roadmapping integrates business and technology. Research-Technology Management, 40(5), 48-55.
Harcourt, M., Lam, H., & Harcourt, S. (2005). Discriminatory practices in hiring: Institutional and rational economic perspectives. The International Journal of Human Resource Management, 16(11), 2113-2132.
Henderson, R., & Divett, M. J. (2003). Perceived usefulness, ease of use and electronic supermarket use. International journal of human-computer studies, 59(3), 383-395.
Houston, M. J. (1978). Conceptual and methodological perspectives on involvement. Research frontiers in marketing: Dialogues and directions, 184-187.
Jan, P.-T., Lu, H.-P., & Chou, T.-C. (2012). The adoption of e-learning: An institutional theory perspective. Turkish Online Journal of Educational Technology-TOJET, 11(3), 326-343.
Johnson, C., Dowd, T. J., & Ridgeway, C. L. (2006). Legitimacy as a social process. Annu. Rev. Sociol., 32, 53-78.
Kassarjian, H. H. (1981). Low involvement: A second look. Advances in consumer research, 8(1).
Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of product & brand management, 25(6), 516-526.
King, B. (2018). Bank 4.0: Banking everywhere, never at a bank. John Wiley & Sons.
Knox, S., & Walker, D. (2003). Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets. Journal of Strategic marketing, 11(4), 271-286.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
Lei, C. F., & Wai Ting Ngai, E. (2012). Green IS assimilation: A theoretical framework and research agenda.
Lin, L.-Y., & Chen, Y.-W. (2006). The Moderating Effects of Reference Groups and Unanticipated Situational Factors between Purchase Intentions and Repurchase Decisions: An Empirical Study of Travellers on Taiwan Tourist Trains. Tamsui Oxford Journal of Management Sciences, 22(2), 27-52.
Miquel, S., Caplliure, E. M., & Aldas‐Manzano, J. (2002). The effect of personal involvement on the decision to buy store brands. Journal of product & brand management, 11(1), 6-18.
Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146.
Ondrus, J., Gannamaneni, A., & Lyytinen, K. (2015). The impact of openness on the market potential of multi-sided platforms: a case study of mobile payment platforms. Journal of Information Technology, 30, 260-275.
Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of personality and social psychology, 37(10), 1915.
Porter, A. L., & Cunningham, S. W. (2004). Tech mining: exploiting new technologies for competitive advantage. John Wiley & Sons.
Rofers, E. (1995). Diffusion of innovation. In: New York: Free press.
Scott, W. (1992). Organizations: Rational, natural, and open systems 1992 3rd ed Englewood Cliffs. In: NJ Prentice Hall.
Scott, W. R. (2005). Institutional theory: Contributing to a theoretical research program. Great minds in management: The process of theory development, 37(2), 460-484.
Sherer, S. A. (2010). Information systems and healthcare XXXIII: An institutional theory perspective on physician adoption of electronic health records. Communications of the Association for Information Systems, 26(1), 7.
Shi, W., Shambare, N., & Wang, J. (2008). The adoption of internet banking: An institutional theory perspective. Journal of Financial Services Marketing, 12(4), 272-286.
Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of management review, 20(3), 571-610.
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of consumer research, 20(2), 271-280.
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International journal of research in marketing, 12(2), 137-155.
Teece, D. J. (2018). Profiting from innovation in the digital economy: Enabling technologies, standards, and licensing models in the wireless world. Research policy, 47(8), 1367-1387.
Teng, C.-C., & Lu, C.-H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95-105.
Teo, H.-H., Wei, K. K., & Benbasat, I. (2003). Predicting intention to adopt interorganizational linkages: An institutional perspective. MIS quarterly, 19-49.
Tolbert, P. S., & Zucker, L. G. (1983). Institutional sources of change in the formal structure of organizations: The diffusion of civil service reform, 1880-1935. Administrative science quarterly, 22-39.
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of advertising research.
Vieira, M. M. F., & Carvalho, C. A. (2003). Organizações, instituições e poder no Brasil. (No Title).
Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782.
Wood, E. (1998). 6. The Determinants of Innovation in Small and Medium-Sized Enterprises. Globalization, Growth, and Governance: Towards an Innovative Economy: Towards an Innovative Economy, 119.
Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.
Zaichkowsky, J. L. (1985). FAMILIARITY: PRODUCT USE, INVOLVEMENT OR EXPERTISE. Advances in consumer research, 12(1).
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of advertising, 15(2), 4-34.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.

三、電子資源
全國法規資料庫（2010）。金融機構監管辦法。https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=G0380223
行政院新聞傳播處（2017）。賴揆：2025年達到行動支付普及率90%目標。https://www.ey.gov.tw/Page/9277F759E41CCD91/580cf614-ad1b-4e7e-899e-06870d0fb436
行政院新聞傳播處（2019）。加速推動行動支付普及。https://www.ey.gov.tw/Page/5A8A0CB5B41DA11E/84ca877a-f946-4684-a19d-732a351dc448
金融監督管理委員會（2024）。113年1月份信用卡、現金卡及電子支付機構業務資訊https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202403140002&toolsflag=Y&dtable=News
金融監督管理委員會（2024）。金管會訂定我國非現金支付交易指標未來三年新目標值。https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=202401090002&dtable=News
國家發展委員會（2020）。行動支付普及率創新高 邁向數位國家新生活。https://www.ndc.gov.tw/nc_27_33762
楊鎰鴻（2021）。國際間行動支付發展情形與國內推動現況。https://www.tpefx.com.tw/uploads/download/tw/The%20development%20situation%20of%20international%20mobile%20payment%20and%20the%20current%20situation%20of%20domestic%20promotion_6.pdf
GSMA(2021).The State of the Industry Report on Mobile Money. https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-for-development/wp-content/uploads/2021/03/GSMA_State-of-the-Industry-Report-on-Mobile-Money-2021_Full-report.pdf
GSMA(2024).The State of the Industry Report on Mobile Money. https://www.gsma.com/sotir/wp-content/uploads/2024/03/GSMA-SOTIR-2024_Report.pdf
TNL Research(2023)。六月最新調查-台灣行動支付使用習慣。https://research.tnlmedia.com/article/79