本研究主要在探討消費者行動支付之使用意願，藉由文獻探討並參考相關學者之研究，彙整「品牌信任」、「知覺有用性」、「服務多樣性」、「使用態度」與「使用意願」作為本研究的研究架構並設立假說；並透過問卷來分析消費者對於行動支付之使用意願。
本研究分析之有效問卷為 357 份，額外22份因填答不完整，故將其刪除。透過SPSS軟體分析得出以下結論：消費者對行動支付的品牌信任對使用意願具有正向顯著影響，表明當消費者對品牌有較高的信任度時，他們更傾向於使用行動支付。而服務多樣性對使用態度及使用意願同樣具有正向顯著影響，顯示出多樣化的服務選項能提升消費者對行動支付的使用態度和使用意願。總結來說，品牌信任和服務多樣性是影響消費者使用行動支付的重要因素，並且這些因素會通過影響消費者的使用態度進一步提升他們的使用意願。研究結果強調了提升品牌信任、豐富服務多樣性以及提高知覺有用性的重要性，這些因素不僅能夠改善消費者對行動支付的使用態度，還能顯著提升其使用意願。

In this rapidly evolving field of mobile payments, understanding its impact on business and consumer behavior, as well as its potential and challenges for future development, has become crucial. Traditional payment methods such as cash and credit cards have gradually become inadequate to meet the demands of modern consumers. The emergence of mobile payments fills this gap by offering a viable alternative that aligns with the preferences of contemporary consumers. The study further reveals that brand trust positively influences usage attitude, suggesting that increased trust enhances consumers' favorable attitudes toward using mobile payments.
In summary, brand trust and service diversity are crucial factors influencing consumer adoption of mobile payments, with these factors enhancing usage intention primarily through their effects on usage attitude. Perceived usefulness similarly influences usage intention indirectly through its impact on usage attitude. These findings underscore the importance of enhancing brand trust, diversifying service offerings, and improving perceived usefulness, as these factors not only enhance consumer attitudes toward using mobile payments but also significantly increase their willingness to adopt them.

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