數位化是未來發展趨勢，金融業者紛紛跟進搶占行動支付的市場份額。目前市面上行動支付工具種類繁多，其中以『智慧手機NFC感應支付』最具國際開創性，它涵蓋三種品牌，如Apple Pay、Samsung Pay、Android Pay (Google Pay)，讓智慧手機成為行動載具，取代傳統信用卡來刷卡付款，最具有實現跨國境無現金行動消費的潛力。

Apple Pay行動支付服務於2017年3月在台灣推出，僅僅3天，就創下超過40萬人次的註冊綁卡率，但後續交易額卻呈疲軟，被媒體以『雷聲大雨點小』來形容其低迷的使用率(再購率)。因此，本研究主要以『資訊期望確認理論』(ECM-IS)作為基礎構面，再加上『個人創新意識』(PI)、『危險信念』(DB)、『主觀規範』(SN)，進行數據分析與驗證，來探討使用者對於NFC感應支付的持續使用意圖。

採用驗證性因素分析研究方法，對蒐集到的368份有效問卷，來進行結構方程建模驗證。經實證分析結果顯示，本研究模型具有足夠的擬合度，為合理適配。「有用認知」是最能直接影響「持續意圖」的關鍵因子。而最能中介影響「持續意圖」的因子，以「主觀規範」為甚，而「個人創新意識」次之。而「危險信念」對於「主觀規範」有負向相關。最終，本研究依據實證數據，提出討論及實務上管理意涵，以提供行動支付業者、政府金管單位、銀行業者，以及相關學者研究參考。

Financial digitalization is a future trend and the financial market has set off a wave of mobile payments. There are lots of mobile payment providers that have followed up to capture market shares. Among them, the “NFC Proximity Mobile Payment” is the most groundbreaking innovation. It consists of three brands, such as Apple Pay, Android Pay (Google Pay), and Samsung Pay. NFC-enabled on smartphone could replace traditional credit card payments, and could have the potential of Cashless-Society without any restrictions among countries.

The Apple Pay was launched in Taiwan in March 2017 and within 3 days over 400,000 users were registered. However, the transaction volume was weak and was described by the media as “Loud thunder but tiny rain.” which means low repeated usage. Therefore, this study is based on “ECM-IS” theory, plus “Personal Innovativeness” (PI), “Danger Belief” (DB), and “Subjective Norms” (SN), through data analysis and verification, to explore the user's continuous intention of NFC Mobile payment.

Data of 368 were useful return and subjected to confirmatory factor analysis with structural equation modeling. The results of empirical analysis showed that this model has a reasonable fit. “Perceived Usefulness” was the key factor that could directly affect “Continue Intention”. The factors that can most indirectly influence the “Continue Intention” were “Subjective Norms” and “Personal Innovativeness” was the second important factor. The Danger Belief in mobile banking were negatively related to “Subjective Norms”. Finally, based on the empirical data, this study proposed discussion and practical management implications to provide mobile payment providers, government, financial banking industry, and scholars as references.

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