國立屏東大學學報:管理類
2025/12
第八期 (Vol.8)
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社群口碑、從眾行為對使用意圖之影響：以全支付為例
The Effect of Social Media Reputation and Conformity Behavior on Usage Intention: A Case of PXPay Plus
廖曜生
Liao, Yao-Sheng
李勇輝
Li, Yong-Hui
林佳薇
Lin, Chia-Wei
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【中文摘要】
本研究引用理性行為理論為基礎，欲瞭解社群口碑和從眾行為對消費者使用行動支付意圖影響之看法差異，且以全支付為例。針對曾使用行動支付經驗者為研究對象，進行網路問卷調查，共計回收378份有效問卷。透過結構方程模型(SEM)分析構面間的因果關係估計。研究結果得到，社群口碑對使用態度有顯著影響；且使用態度對全支付使用意圖亦呈顯著影響；從眾行為對主觀規範有顯著影響；且主觀規範對全支付使用意圖構面亦呈顯著影響。
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【中文關鍵字】
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【英文摘要】
This study is grounded in the Theory of Reasoned Action to examine the differences in consumer perceptions regarding the impact of social media influence and conformity behavior on their intention to use mobile payment, using PXPay Plus as a case study. The research participants consisted of individuals with prior experience in using mobile payment, and an online questionnaire survey yielded 378 valid responses. Structural equation modeling (SEM) was employed to analyze the causal relationships between constructs. The findings reveal that social media influence significantly affects usage attitude, and usage attitude significantly influences the intention to use PXPay Plus. Conformity behavior has a significant impact on subjective norms, and subjective norms significantly influence the intention to use PXPay Plus.
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【英文關鍵字】
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