| Summary: | 碩士 === 國立臺北商業大學 === 企業管理系碩士班 === 105 === By the continuous innovation of science and technology, life has been rapid changes in form. In the past, consumers were used to carry out consumer behavior through physical access. But with the popularity of internet and mobile devices, consumers began to try to use mobile devices to buy things. Mobile payment has become the main economic driver’s factor. And a large part of the reason for the adoption of new products or services is related to the consumer’s individual characteristics. Therefore, this paper focuses on the relationship between consumer innovativeness, gadget loving, and their influence on consumer adoption of mobile payment services. There are many reasons will influence the adoption of new products or services. In addition to the positive personality traits, there also many negative factors. For negative factors, this paper focuses on how innovation resistance influences the adoption of mobile services.
In this study, there has a total of 551 valid questionnaires, and the hypothesis test of structural model was using PLS 2.0.The results show that (1) global innovativeness has significant positive influence on technological innovativeness；(2) global innovativeness has significant positive influence on gadget loving；(3) gadget loving has significant positive influence on technological innovativeness；(4) technological innovativeness has significant positive influence on the adoption of mobile payment；(5) innovation resistance has significant negative influence on the adoption of mobile payment. This study explored the adoption and resistance of consumers to mobile payment and complements the gap of literature in the past. This study also helps mobile payment providers to separate the consumer who will first use the mobile payment, as well as to identify factors that consumers are resistant to mobile payment.
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