拜行動網路的普及和政府政策加持所賜，近年行動支付發展蔚為風潮，尤其由品牌商推出的「限定型」行動支付APP，更是有如雨後春筍般出現，帶領台灣進入行動支付的戰國時代，這些挾帶品牌優勢的限定型APP是否能站穩競爭白熱化的支付市場值得關注。而在探討影響用戶對於接受資訊科技及新技術之採用意圖的研究中，以科技接受模型(TAM)最為廣泛被應用，因其能在各大領域中合理解釋及預測個人對於採用科技之接受行為，尤其行動支付相關文獻更是常見，所以本研究選用並延伸科技接受模型，探討用戶使用限定型行動支付APP的因素，考量品牌限定之特點，以自我效能、系統品質、資訊品質、知覺易用性、知覺有用性、品牌自我一致性、品牌依戀、折價券傾向以及知覺風險變數作為討論對使用意圖之影響。
研究透過網路問卷的形式發放，共回收519份樣本，有效樣本數為473份，接著使用結構方程模型做為資料分析方法。統計分析結果顯示，用戶的自我效能和APP的系統品質將產生知覺易用性，且其中又以系統品質影響較深，而APP的資訊品質則被發現將影響知覺有用性。另外，知覺易用性和知覺有用性的關係再度被證實為顯著的。至於直接影響使用意圖的有知覺有用性、品牌依戀和折價券傾向，其中又以知覺有用性的影響效果最好，並發現知覺風險並無相關影響。
本研究的貢獻為少數專門探討台灣限定型支付APP的發展現況，而這在過去行動支付領域文獻中較少提及，此外還加入諸如品牌依戀、折價券傾向的變數作為討論，是相對新穎的地方。最後，本研究也針對分析結果進行討論，提出管理意涵和建議，供有意進入行動支付市場的品牌商作為策略參考。

Thanks to the popularization of mobile networks and government policy, the development of mobile payment has become a trend in recent years. Particularly “channel specific” mobile payment apps which are launched by retailers have sprung up. Whether this type of mobile payment app with brand advantages can stand firm in the fiercely competitive payment market is worth paying attention to. Through extending the technology acceptance model, this research aims to explore the factors of users using channel specific mobile payment apps. Variables including self-efficacy, system quality, information quality, perceived ease of use, perceived usefulness, brand-self congruity, brand attachment, coupon proneness, and perceived risk are used as the impact on intention to use. The research was distributed in the form of online questionnaires. Total 519 samples were collected, with a valid of 473 samples. Then the structural equation modeling was used as the data analysis method. The statistical analysis results show that user's self-efficacy and system quality would affect perceived ease of use, and system quality has a greater influence, while information quality was found to affect perceived usefulness instead. In addition, the relationship between perceived ease of use and perceived usefulness was once again proved to be significant. As for perceived usefulness, brand attachment and coupon proneness that directly affect intention to use, perceived usefulness has the greatest effect, and it is found that perceived risk has no significant impact. Finally, this research also discusses the results of the analysis, and puts forward managerial implications and suggestions for brand retailer who intend to enter the mobile payment market as a strategic reference.

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