根據2015 年世界經濟論壇的報告，FinTech 本質上仍與過去金融服務無異，而
其中，行動支付(Mobile Payments)應是ㄧ般民眾最容易接觸及受惠的金融創新服
務。綜觀過去行動支付的相關研究，大概都圍繞在科技及消費者採用的理論範疇，
但在資策會2021 年4 月的研究中卻顯示國內行動支付使用全齡化且使用者並不會只
鍾情於特定平台系統，在不同平台間的移轉行為是相當正常的現象。據此，重點已
不是使用者願不願意使用行動支付來當作支付媒介，而是應了解其在不同平台間
「移轉」原因和歷程。
由過去文獻研究回顧發現，影響消費者移轉使用平台的原因不外乎為因不滿的
而離去「推力」、吸引青睞的「拉力」及降低其移轉意圖的「繫住力」，故本研究以
「推力-拉力-繫住力理論（Push-Pull-Mooring Theory, PPM）」為架構來探討行動
支付使用者的移轉意圖，其中「推力」為對系統品質不滿意、對服務品質不滿意，
「拉力」為替代品的吸引力、口碑效果，「繫住力」為知覺轉換成本、關係利益。
本研究透過網路發放問卷方式，共回收603 份問卷，有效樣本數共553 份，有
效回收率為91.7%。問卷係採用Likert 五點量表來衡量，並利用SPSS 17.0 統計套
裝軟體進行分析，依序進行樣本結構分析、敘述統計分析、因素分析、信度分析、
Pearson 相關分析、迴歸分析。研究結果發現：
(1)、系統品質、服務品質、關係利益對移轉意圖皆具有負向顯著影響。
(2)、替代品吸引力對移轉意圖具有正向顯著影響。
(3)、口碑效果、感知轉換成本對於移轉意圖未具有顯著影響效果。
(4)、關係利益、感知轉換成本對移轉意圖與移轉行為間的關係未具有調節效果。

Due to recent developments in IT technology, various Fintech technologies composing of finance and technology are being developed. Mobile payment should be the most accessible and beneficial financial innovation service for people. The object of this article is to illustrate the factors of the users switching from one mobile payment service platforms to another. This study applies the push-pull-mooring model to improve our understanding of factors that influence the switching behavior of mobile payment users. Push factors include system quality and service quality. Pull factors include word-of-mouth and attractiveness of alternative. Mooring factors include perceived switching cost and relational benefits.
A total of 603 questionnaires were collected by distributing questionnaires on the
Internet, with a total of 553 valid samples, and the effective recovery rate was
91.7%.SPSS method were employed to analyze the data.
The results of study show：(1) System quality, service quality and relational benefits have significant negative effects on switching intention. (2) Attractiveness of alternative have significant positive effects on switching intention. (3) Word-of-mouth and perceived switching cost have no significant effect on switching intention. (4)Relational benefits and perceived switching costs both do not moderates the relationship between switching intention and switching behavior.

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