新型冠狀病毒疾病 (COVID -19) 的流行已經對一些個人和企業的生活造成重大影響。許多消費者的購買行為因為發生了變化。本研究針對COVID-19 大流行的背景下，應用 刺激(S)-機制(O)-反應®模型和科技接受模型 (TAM )提出一整合型模型，並以外部因素即COVID-19 大流行的感知風險、擬社會互動和社會影響對越南消費者在採用數位支付系統的影響，並檢驗技術成熟度和使用頻率的調節作用。本實證研究，以網路問卷之方式，蒐集224 個採用數位支付的越南消費者為樣本進行這項研究，並檢驗了本研究之信度和效度。 本研究有幾項發現：首先，特別是 COVID-19 流行病的感知風險和社會影響，確實促進越南消費者採用數位支付。第二個發現為，對 COVID-19 大流行知覺風險、擬社會互動及社會影響是消費者形成使用態度的動機。此外，技術成熟度已被認可是影響消費者使用態度與感知價值之間關係的關鍵調節因素。然而，使用頻率對數字支付的採用和數字支付的粘著性並沒有顯著影響。此外，還提供了對學術界和從業者的一些啟示。 As indicated by broad social disengagement and limitations, The outbreak of novel coronavirus disease (COVID -19) has had a substantial impact on the lives of several individuals and enterprises. Consequently, consumer buying behavior has been altered. This study proposed a research framework applying the S-O-R model and the TAM model under the context of the COVID-19 pandemic to investigate the external factors: the perceived risk of the COVID-19 pandemic, the para-social interaction, and the effect of social influence on the digital payment behavior of Vietnamese consumers, and to identify the moderating effects of technology readiness and frequency of use. The empirical test was adopted from the online survey, total 224 samples of consumers embracing digital payments in Vietnam were gathered for this research. The reliability and validity are also examined in this study. Several findings were drawn from this study. First, particularly, the perceived risk of the COVID-19 epidemic and social influence as they encourage Vietnamese use of digital payments. Second finding which indicates that the components of COVID-19 pandemic risk, para-social contact, social impact as a source of attitude toward usage. Furthermore, technology readiness has been approved is a critical moderator on the relationship between attitude toward using and perceived value of consumers. However, frequency of use did not significantly impact on the adoption of the digital payment and stickiness of the digital payment. In addition, several implications for academia and practitioners also provided.
