隨著科技的進步，電子付費趨勢高漲，smart card的功能也越來越多元化。本研究設計一個新產品為多功能電子票證，特色為結合電子票證與電子錢包的功能。主要目的是瞭解消費者對於該新產品的使用意願。本研究以兩階段問卷發放，採用結構方程模式與羅吉特之方法來驗證。
研究結果發現，消費者使用意願顯著受產品屬性、促銷方案，以及知覺風險構面影響，其中又以產品屬性的影響較大；另外，研究證實產品屬性在模式中扮演中介變數之角色。然而，比較兩個不同地區的消費者，研究結果指出高雄地區知覺風險對於產品屬性的負面影響明顯大於台北地區；而台北地區的消費者創新特質對產品屬性的影響比高雄地區還顯著。此外，透過混合羅吉特模式得到卡片成本、乘車費率、消費折扣和個人資訊保護四個屬性變數具有顯著影響力。敏感度分析而得知，乘車費率的調整和資訊保護對於各方案之佔有率影響程度最大；當乘車費用以七五折扣時，市佔率變動幅度最大；而當資訊完全受到保護時，記名捷運卡的市佔率可以提升至61.48%。
本研究建議卡片公司可以增強卡片的相對優勢與相容性，並且降低其複雜度，來提升產品競爭力，例如降低卡片成本或持卡之乘車費率、增加合作廠商。此外，若在資訊保護部分能給予保證，可以透過媒體報導或專家的宣導來提升消費者對於多功能電子票證的信心。

The capability of smart card is getting diversified as technology progress and usage of electronic payment raises. This study designed a new product, multi-functional electronic payment, which combined the function of electronic payment and electronic wallet. In order to interpret the use intention of this new product, an adoption model of multi-functional electronic payment was designed. The data resources of this model were collected using questionnaire and proofed with structural equation modeling and logit. The use intention was affected by three aspects, i.e, product attributes, promotion, and, perceived risk. Beside, product attributes played a role of mediate variable in this model. Between two cities, Kaohsiung had higher perceived risk than Taipei. And Taipei had stronger consumer innovativeness than Kaohsiung. Forthermore, card cost, fare, discount and safety had significant influence throught the mixed logit model. Sensitivity analysis indicated that fare adjustment and information protection had greatest influence.
This result indicated the relative advantages and compatibility of the smart card should be improved and further reduced the complexity to promote the competitive strength of the product, i.e, by lowering the card cost and fare and looking for the cooperation.In addition, the company should improve the consumer’s confidence on the protection of private information through the guarantee by media and experts.

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