[[alternative]]Life Style and the Behavior of Using E-money: The Case of College Students in Northern Taiwan

[[abstract]]電子錢包的使用已越來越廣泛，許多消費者及實體商家都已利用電子錢包進行交易，使用者對於電子錢包的信任感與接受度會受到人的生活習慣影響。相對於其他使用者，大學生願意接受新事物的相對程度較高，在電子錢包的使用頻率上也比其他年齡層的族群高出許多，另外，悠遊卡的主要使用族群大多集中在北部地區，因此，本研究利用結構方程模式，以「科技接受模式」為基礎，以生活型態為外部因素，針對台灣北部地區大學生使用電子錢包的行為加以探討。研究結果發現影響不同生活型態的大學生在使用電子錢包態度的因素上具有顯著的差異，因此，電子錢包的發行單位或使用電子錢包做為交易媒介的商家都應該在設定行銷策略時，將目標顧客群之人格特質與生活型態列入考量。[[abstract]]E-money has been commonly used in commercial environment. The behavior of using e-money is influenced upon the trust and acceptance toward e-money system, and the life style will affect the acceptance toward new technology. Compared to other users, the college students are more willing to accept new stuff and new technologies and they also use e-money more often than other kinds of users. On the other hand, most of the e-money users are gathered around northern part of Taiwan. Therefore, this study based on Technology Acceptance Model discusses the relationship between college students’ life style and the acceptance behavior of e-money by structural equation model. The results show that the college students belong to different life style behave differently while using e-money. Therefore, to increase the amount of using e-money the authority issues/uses e-money should consider the user life style while setting marketing strategies