Mobile Payment Schemes: A Survey of Consumer Acceptance

• Main Authors: Hsin-Ying Chang, 張心穎
• Other Authors: 陳文華
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/04078893269817460174

碩士 === 國立臺灣大學 === 商學研究所 === 96 === Mobile payment schemes regarding different supporting technologies have been applied and tested in many markets around the world, especially in Asian and European countries. Major parties such as telecommunication operators, financial institutions, and independents in these areas are looking for schemes that are more acceptable than others in their markets. However, studies have not drawn much attention on comparing consumer acceptance of a variety of mobile payment schemes as a whole. Therefore, this research first describes and organizes payment schemes supported by market players around the globe. Then, by applying hybrid conjoint model, we conduct surveys of acceptance levels of different schemes in Taiwan regarding manned Point-of-Sale (POS), unmanned POS, and virtual POS scenarios. The consumer acceptance surveys give us insight about which mobile payment schemes would be more acceptable for consumers in Taiwan under these three consumption scenarios. The result indicates NFC (Near Field Communication) the most acceptable supporting technology for Taiwanese consumers in both the manned and the unmanned POS. As for in the virtual POS, consumers seem to prefer WAP-based schemes more than the others. Furthermore, consumers are most acceptable for no fixed and separate fees in these scenarios.