| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 107 === This study aims to explore consumers' willingness to use action payments, with innovative resistance theory and technology acceptance model as the main structure of this study. In this study, the users of the related fan pages and forums were selected as the research objects. The questionnaires were distributed on the Internet by means of sampling. A total of 430 questionnaires were distributed. After eliminating the invalid questionnaires, a total of 363 valid questionnaires (84.41%) were collected. The data was hypothesized by descriptive statistics, confirmatory factor analysis and structural equation modeling. The results of this study are as follows: (1) The overall behavioral model of consumers' willingness to use action payment with innovative resistance theory has good compatibility. (2) Innovation resistance has a significant negative impact on perceived usefulness. (3) Innovation resistance has a significant negative impact on perceived ease of use. (4) Perceptual usefulness has a positive impact on the willingness to use. (5) Perceptual ease of use has a positive impact on the willingness to use. This study finds that mobile payment users are negatively affected by innovation resistance, and the perception that the usefulness and ease of use of their actions is negatively affected will affect subsequent use intentions. Finally, based on the research results, put forward practical strategies and recommendations for the action payment providers to provide marketing or service as a reference.
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