本文以科技接受模式為主要理論，探討轉換成本、沉沒成本、相對優勢、信任、滿意度對於消費者使用行動支付的影響。研究方法以網路發放問卷，總共有402份有效問卷，問卷發放期間自2018年10月22日至11月6日。得到的結論如下：(1)消費者的知覺轉換價值愈高，行為意圖也愈高(路徑係數0.711)；(2)消費者認為行動支付的相對優勢愈高，知覺轉換價值也愈高(路徑係數0.906)；(3)消費者認為情感成本愈高，知覺轉換價值愈低(路徑係數-0.910)；(4)消費者認為學習成本愈高，知覺轉換價值愈低(路徑係數-0.810；(5) 消費者認為降低績效成本愈高，知覺轉換價值愈低(路徑係數-0.756)；(6)消費者認為沉沒成本愈高，知覺轉換價值愈低(路徑係數-0.135)；(7)消費者愈信任行動支付，對於行動支付的滿意度愈高(路徑係數1.220)；(8)消費者對於行動支付的滿意度愈高，知覺轉換價值愈高(路徑係數0.832)。

This study used Technology Acceptance Model(TAM) to explain the usage of mobile payment. More specifically, this study focus on the effect of switch cost, sunk cost, relative advantage, trust, and satisfaction on perceived value and behavioral intention of mobile payment. This study collected 402 web-based questionnaires, the following are summaries of study:
1. Perceived value has positive effect on behavioral intention.
2. Relative advantage has positive effect on perceived value.
3. Emotional cost has negative effect on perceived value.
4. Learning cost has negative effect on perceived value.
5. Performance reduction cost has negative effect on perceived value.
6. Sunk cost has negative effect on perceived value.
7. Trust has positive effect on satisfaction.
8. Satisfaction has positive effect on perceived value.

第一章、緒論......... 1
第一節 研究動機.......1
第二節 研究目的.......3
第三節 研究流程.......4
第二章、文獻探討......6
第一節 行動支付.......7
第二節 理性行為理論...17
第三節 計畫行為理論...18
第四節 科技接受模式...19
第五節 信任..........22
第六節 轉換成本.......25
第七節 行為意圖.......27
第八節 滿意度.........28
第九節 沉沒成本.......30
第十節 相對優勢.......31
第十一節 變數之間的關係與假設推導......32

第三章、研究設計......36
第一節 研究假設.......36
第二節 操作型定義.....38
第三節 變數定義與衡量..39
第四節 抽樣方法.......40
第四章、資料分析......41
第一節 基本資料描述....42
第二節 驗證性因素分析..49
第三節 結構方程式......58
第四節 年齡對於行動支付的影響....62
第五節 結果與討論..............64
第五章、結論與建議..............67
第一節 政策建議以及學術上的意涵...67
第二節 研究限制................71
第三節 未來的研究方向...........72

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