The Study of Behavior Intention to Use QR Code Mobile Payment in Technology Acceptance Model

• Main Authors: Chen, Tzu-Jung, 陳姿蓉
• Other Authors: Huang, Jen-Hug
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/07683974795652642490

碩士 === 國立交通大學 === 管理科學系所 === 102 === The original way to consume is broken rapidly since Taiwan starts to use QR Code in 2013. Individual users are known to differ in their tendency to adopt new technologies. The purpose of this research is to find out how consumers cognize QR Code mobile payment, and their attitude, intention for using it. According to Technology Acceptance Model, perceived usefulness (PU) and perceived ease of use (PEOU) are two key user beliefs affecting intention to adopt a technology. PU and PEOU capture the aggregated effect of a set of upstream factors that represent individual differences, organizational influence, and system characteristics. This research will focus on individual differences. Besides openness, many consumers have flow phenomenon when using mobile device, this research will also find out how consumers’ concentration affect their cognition toward QR Code mobile payment. Mobile payment is through the virtual channel; therefore, the perceived risk is often higher than through the physical store. Therefore, the present research will find out if privacy risk and financial risk affect the relation between consumers’ attitude and intention. The research made by electronic questionnaires, and collected mobile device users in Taiwan. 222 vaild samples were collected, and using structural equation modeling to examine hypotheses. By the data analysis, the results show both openness and concentration have significant influence on PEOU, but neither on PU. PU positively affects consummers’ attitude, but PEOU didn’t. The more positive attitude the consumers have toward QR Code mobile payment, the greater their intention would be. PU directly influences intention. In addition, there are no significant moderate effect through privacy risk and financial risk between consumers’ attitude and intention.