| Summary: | 碩士 === 中華大學 === 科技管理學系 === 106 === There have been many different mobile payment systems for Taiwanese consumers to choose from in recent years, such as Apple Pay, Samsung Pay, and Android Pay, which were launched in 2017, and most consumers use the mobile phones or systems of these three major companies. Apple Pay was the first to enter the Taiwanese market, and although Taiwan is the 15th country for Apple Pay to go online since it was officially launched in the United States in 2014, the number of users has exceeded tens of millions and consumers’ satisfaction after use is as high as 98%. However, although Taiwanese consumers are aware of the convenience of Apple Pay, they do not know much about this new payment method, and they have doubts about their security and privacy. Therefore, this study explores the key factors that influence consumers to use Apple Pay. Young people aged 20 to 30 who have an Apple phone were the research objects of this study, which was based on a literature review and the integration of the technology acceptance model and the E-SQ theory to construct the framework of the study. There were 10 research variables, namely, the willingness to use, subjective norms, perceptual ease of use, perceptual usefulness, cognitive security, cognitive risk, responsiveness, universality, trust, and promotion. The results showed that the main factor that influenced consumers’ willingness to use Apple Pay was “subjective norms”. In addition, Apple Pay should emphasize "promotional" preferential activities, which will affect consumers’ perceived usefulness of the system through subjective norms and thus, affect their willingness to use it.
Secondly, the “safety” mechanism affects consumers’ willingness to use; hence, Apple Pay should also focus on the "responsiveness" of the system, which will affect consumers' willingness to use it through cognitive security. Furthermore, Apple Pay's "perceived ease of use" and "perceived usefulness" will directly affect consumers’ willingness to use it. Therefore, based on the results of the study, recommendations are proposed for relevant unit operators that are expected to increase consumers’ willingness to use Apple Pay.
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