嚴重特殊傳染性肺炎疫情導致諸多國家經濟成長趨緩，造成全球金融海嘯的另一波衝擊，我國主要是依賴高密集度的出口貿易，才能使我國的經濟成長，疫情的發生導致國內外需求急遽萎縮下，因此政府需提出振興內需方案，進而維持國內經濟的成長，發放振興經濟的消費券，則是與民眾最直接也最立即的方式。而消費券的使用上有諸多值得探討的議題，本研究針對數位綁定落差的原因進行探討，首先，了解民眾於五倍券綁定時的期待程度，民眾實際使用後與期待上的落差；第二，數位綁定的內容可能與民眾生活所需相符合，因此民眾覺得有用進而願意綁定；第三，民眾對於數位APP技術的信任程度是否有提升；第四，探究民眾使用的滿意程度；最後，透過五倍券綁定行動支付APP的意願，了解民眾對於數位券綁定行動支付功能上期望的需求，進而給予行動支付後續功能的建議。
本研究結果發現：
一、各構面中的分較高的題項，包含：「五倍券綁定行動支付增強了我的支付效率，優於最初的預期」，代表民眾對於五倍券綁定行動支付的政策民眾感受上普遍是好的；「五倍券綁定行動支付能讓我更快完成支付過程」，可以推估民眾對於行動支付的技術於五倍券上的支付速度更加精進，讓民眾覺得更有用；「整體而言，我信任五倍券綁定行動支付服務」，代表民眾對於相關的行動支付技術的安全性比過往提升許多，加上綁定行動支付還能有諸多紅利或優惠的反饋，因此強化了民眾對於行動支付的信賴與安全感；「我使用五倍券綁定行動支付時感到非常便利」，民眾願意綁定五倍券最為在意的是方便使用的層面，強化使用上的便利性有助於滿意度的提升；「未來若有類似五倍券綁定行動支付來付款的政策，我會選擇行動支付來付款，而不是使用現金」與「未來我計畫繼續使用票券(例如：五倍券)綁定行動支付的功能來付款」，代表民眾對於五倍券綁定行動支付的政策是認同的，以及未來如再推出類似的政策，民眾依舊會願意再使用行動支付來綁定。
二、「期望確認」、「知覺有用性」、「信任」對「持續使用意願」有正向顯著之影響，民眾期望確認程度較無落差(期望與實際感受上的落差)，強化行動支付APP的有用性，以及增強民眾對於行動支付的信賴感，可有助於持續使用意願之提升。
三、「滿意度」對於「期望確認」、「知覺有用性」、「信任」與「持續使用意願」的正向關係有中介作用，代表滿意度在民眾的「期望確認」、「知覺有用性」、「信任」與「持續使用意願」具備了重要的中介地位，如能再強化民眾重視之滿意度，相信對於持續使用意願的提升應能更加顯著。
四、針對行動支付的廠商提出建議，APP可以增加設定功能，讓民眾能將交易明細再細分歸類，讓民眾了解交易的內容多數是支付在哪些項目之中，或是可以設定哪些項目只能支付的額度，協助民眾進行簡單的理財規劃。APP上增加篩選功能，可設定綁定日起直至綁定金額用罄此區間查詢的功能，或是金額用罄後可傳訊息告知，讓民眾於使用上能更加瞭解。
五、針對政策提出建議，政策宣導時，應讓民眾了解相關限制，或是與行動支付廠商溝通不限制相關支付的店家。相關政策上可再研議支付的實用性，讓民眾更加有感。若要強化行動支付的推廣率，可考慮揪團的方式，同一家人或三五好友同時綁定時，可以有更多的優惠方案，例如：兩人同時綁定的優惠比單獨綁定的優惠更多。

The outbreak of Covid-19 has led to a slowdown in economic growth in many countries, causing tsunami impact on global finance. Taiwan relies heavily on intensive export trade to improve its economy. However, the outbreak of the epidemic has led to a sudden dwarfing in foreign demand. The government has to propose a plan to revitalize domestic demand, so the growth of the domestic economy could be maintained. The most direct and immediate way to boost economy is to issue consumer vouchers. There are many issues that need to be explored in the use of consumer vouchers. This study examines the digital bonding gap for the reasons as followings. First, to understand people’s expectation on consumer coupon, and the difference of their expectation before and after use; second, the binding of the digital coupon might match people’s needs, so people feel it useful and are willing to bind it; third, to understand whether people’s trust in digital app technology has increased; and fourth, to explore people’s satisfaction in using digital coupon. Finally, through understanding the willingness of binding the digital coupon with mobile payment apps, people’s expectation on the binding digital coupon with Apps could be explored. Therefore, the suggestions on Apps of mobile payment could be given.
The results of this study revealed the follows.
1. The following questions have higher scores in each construct. “Mobile payment bundled with digital coupon enhances my payment efficiency and is better than my initial expectation” indicates that people generally feel good about the policy of mobile payment bundled with digital coupons; “Mobile payment bundled with digital coupons enables me to complete the payment process faster”, which means that people feel on the mobile payment bundled with digital coupons in terms of speed. In general, “I trust the mobile payment bundled with digital coupons” means that the security of the mobile payment strengthens people’s trust, and there are also many bonuses or rewards when binding digital coupons with mobile payment; “I feel very convenient when I use digital coupons bundled with mobile payment” and “I plan to continue to use digital coupons (e.g., five times coupons) to bundle mobile payment in the future” indicate that people agree with the policy of bundling digital coupons with mobile payment. If a similar policy is introduced in the future, people will still be willing to bind digital coupons with mobile payment and use it again.
2.“Expectation confirmation”, “perceived usefulness”, and “trust” have a positive and significant effect on “continuance intention”. The degree of expectation confirmation is less discrepant (the discrepancy between expectation and actual feeling), which strengthens the usefulness of mobile payment. People’s trust in mobile payment has been enhanced, which helps to increase people’s continuance intention.
3.“Satisfaction” mediates the positive relationships among “expectation confirmation”, “perceived usefulness”, “trust” and “continuance intention”, which means that satisfaction is an important mediating role in people's “expectation confirmation”, “perceived usefulness”, “trust” and “continuance intention”.
4.For mobile payment vendors, it is suggested that the APPs can add a setting function to allow people to categorize the transaction details, so that they can understand which items they are mostly paying for, or set the amount they can only pay for, to help them carry out simple financial planning. It is better if the APPs can send out a message to inform the user when the amount is used up, so that the public can understand more about their mobile payment usage.
5.Suggestions for the government: When consumer coupon is introduced, the public should be informed of the restrictions of usage or be able to communicate with mobile payment vendors to understand restricted stores that make payments. The relevant regulations can be further discussed in terms of the practicality of payment, so that people can feel more comfortable when using it. If one wants to increase the promotion reward of mobile payment, one can plan a way to gather up a group. When the same family or more than two friends tie up for mobile payment at the same time, more discount options are available. For example, the discount for two people tied up for mobile payment at the same time is more than the discount when one tied up alone.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討 7
第一節 持續使用意願 7
第二節 期望確認 10
第三節 知覺有用性 15
第四節 信任 19
第五節 滿意度 24
第六節 觀念性架構 29
第三章 研究方法 31
第一節 研究對象與資料收集 31
第二節 研究變數衡量 32
第三節 資料處理與統計方法 36
第四章 研究結果 39
第一節 樣本背景資料 39
第二節 信度分析 48
第三節 相關分析 49
第四節 迴歸分析 51
第五節 差異分析 53
第六節 中介分析 66
第五章 結論與建議 69
第一節 討論與結論 69
第二節 管理意涵 72
第三節 研究限制及未來研究建議 73
參考文獻 75
附錄一 研究問卷 83

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