本研究目的是提供給政府推動行動支付普及率之政策參考，還有相關行動支付業者去設計和規劃行銷策略之構想，最後希望藉由行動支付的普及，帶給社會大眾更便利的金融服務和生活。本研究模型以延伸型整合性科技接受模型(UTAUT2)中的績效期望、付出預期、便利條件及習慣，加入品牌形象、感官體驗行銷和情感體驗行銷，總共七個潛在變數，還有性別、年齡和收入共三個調節變數，來探討消費者對行動支付使用意圖的影響。
本研究有效問卷數共1,304份，運用SEM的分析，來對研究模型測試和驗證，第一階段是衡量模型，第二階段是結構模型。實證結果符合信度、收斂效度和區隔效度，還有模型適配度要求，並驗證本研究假設。
從研究結果得知，付出預期、便利條件、習慣、品牌形象、情感體驗行銷對使用意圖有顯著的正向影響。性別對習慣、品牌形象和使用意圖之間關係有調節效果，顯示男性比女性更在意和關心行動支付的習慣和品牌形象。

The purpose of this research is to provide the government with a policy reference to promote the penetration rate of mobile payment, as well as relevant mobile payment companies to design and plan marketing strategies. Finally, it is hoped that the popularization of mobile payment will bring more convenient financial services and life to the general public. This research model uses the performance expectancy, effort expectancy, facilitating conditions and habit in the extended integrated technology acceptance model (UTAUT2), adding brand image, sensory experience marketing and feeling experience marketing, a total of seven potential variables, as well as gender and age A total of three adjustment variables and income to explore the influence of consumers on the intention of using mobile payment.
The number of valid questionnaires in this study is 1,304. We use SEM analysis to test and verify the research model. The first stage is the measurement model, and the second stage is the structure model. The empirical results meet the requirements of reliability, convergence validity, discrimination validity, and model fit. We verify the hypothesis of this research.
From the research results, it is known that the effort expectancy, facilitating conditions, habit, brand image, and feeling experience marketing have a significant positive impact on the behavioral intention of mobile payment. Gender has a moderating effect on the relationship between habit, brand image and behavioral intention, showing that men are more concerned about the habit and brand image of mobile payment than women.

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