近年來行動支付改變大眾的消費型態，多數應用於零售業。針對鐵路運輸業之相關文獻較少。有別於零售業，運輸業之交易紀錄具有旅客移動之資訊，對於使用者的個人隱私影響甚大。本研究將高鐵旅客視為主要研究對象，探討影響旅客使用行動支付之正向及反向因素。並將旅客的潛在心理變數及客觀屬性變數納入考量，以求更全面完善的分析。
潛在心理變數方面，本研究採用延伸型科技整合接受模型來探討行動支付對於旅客帶來的好處是否影響旅客之選擇行為。更進一步結合延伸型隱私計算模型，將個人資料外流之風險一同納入考量，以了解行動支付之益處及風險的權衡關係。
分析結果顯示，在潛在心理變數方面「便利條件」、「隱私顧慮」及「信任」影響旅客使用行動支付的意圖。而客觀方案屬性變數中，以「轉乘折扣」影響旅客最大。並透過Hybrid選擇模式發現行動支付是一項具有進入門檻的消費形式，更進一步了解旅客期望行動支付為其帶來更多的時間效用。亦驗證了行動支付具有減省時間之特性。透過隱私補償機制，推估不同旅次目的之旅客其隱私價值。發現商務及通勤旅次的旅客具有較高的隱私價值，並推估商務與學生族群具有不同的隱私價值。最後利用彈性與敏感度分析探討屬性變數對於旅客選擇行為之影響。本研究結果可作為台灣高鐵推動及優化行動支付服務之參考。

As all the transaction process on the smartphone, more and more people concern about the privacy issue. The purpose of this study is to know the factors affecting passengers’ usage intention of mobile payment. In order to comprehensively analyze the passengers’ choice behavior, we involve the hybrid discrete choice model which combines the latent variable model and discrete choice model. For the latent variables, we apply Unified Theory of Acceptance and Use of Technology (UTAUT2) and extended privacy calculus theory as the research model. On the other hand, in the discrete choice part we employ the binary logit model and mixed logit model for objective variables.
Compare to previous study, this study focuses on the transportation industry which transaction records including the personal location data and financial information. Besides, there is no study focus on estimate privacy value based on different trip purpose. The results point out the construct “facilitating condition” and “trust” are the vital factors for promoting mobile payment. Besides, we find the commuters and businessman have higher privacy value. Furthermore, we also find the businessman and students have different privacy value according 30,000 NTD as the threshold. The conclusion of this study has implications for encouraging passengers using mobile payment. Finally, we purpose the suggestions for personal data protection based on different trip purpose.

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