各項支付形式的出現帶給消費者多樣化的選擇，也改變消費者對支付的決策，進一步影響消費行為，過去在支付形式研究包含支付透明度、支付痛覺、支付便利性等支付過程的知覺研究，或是支付工具如電子支付、行動支付等實體使用影響，但是對於支付形式改變消費行為的研究卻較少。
故本研究針對支付形式的不同並受到知覺風險的影響下進行消費行為之研究，以實驗方式驗證假說，有效樣本共計280份，使用IBM SPSS 24.0進行資料分析，分別以敘述性分析、相關性分析、單因子變異數分析與迴歸分析支付形式對消費行為受知覺風險影響的效果。研究結果顯示：1. 儲值支付形式會使消費者有更高的消費行為，但知覺風險並沒有任何差異。2. 點數支付形式在提高點數額度時會使消費者有更高的消費行為，但點數增加並不會影響知覺風險。3. 知覺風險對於不同支付形式的消費行為有部分相關，僅現金與低額點數無顯著相關。最後本研究歸納支付形式的差別是會影響消費行為，但知覺風險的影響著重在支付形式之外的因素。

The emergence of various modes of payment gives consumers a variety of payment choices, and also changes consumers' decision-making on payment, further more it affecting consumer behavior. In the past, research on payment modes included payment transparency, payment pain, and payment convenience or the effect of physical usage of payment tools such as electronic payment and mobile payment, but there are few studies on how payment modes change consumer behavior.
Therefore, this research aims at the study of consumption behavior under the influence of different payment modes and the influence of perceived risk, and verifies the hypothesis experimentally. There are total of 280 valid samples. IBM SPSS 24.0 is used to analyze the data, and the narrative analysis, correlation analysis, One-way ANOVA and regression analysis are used respectively for the effect of payment modes on consumer behavior affected by perceived risk. The research results show that: 1. The modes of stored value payment will make consumers have higher consumption behavior, but there is no difference in perceived risk. 2. When the payment modes of points is increased, consumers will have higher consumption behavior, but the increase of points will not affect the perceived risk. 3. Perceived risk is partially related to the consumption behavior of different payment modes, and only cash has no significant correlation with low value points. Finally, this study concludes that the difference in the modes of payment will affect consumer behavior, but the impact of perceived risk focuses on factors other than the modes of payment.

目錄
論文審定書 i
致謝詞 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章緒論1
第一節研究背景及動機1
第二節研究目的2
第三節研究流程2
第二章文獻回顧4
第一節支付形式4
第二節知覺風險6
第三節消費行為9
第三章研究方法10
第一節研究架構10
第二節研究假設10
第三節研究變數定義11
第四節實驗設計13
第五節分析方法21
第四章研究結果23
第一節敘述性統計23
第二節信效度分析27
第三節統計分析30
第五章結論與建議37
第一節研究結論37
第二節研究貢獻38
第三節研究限制與建議39
參考資料40
附錄：問卷44

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