A Study of Customer Segmentation of Taiwan Mobile Payment Services Using The Awareness and Want Matrix with Adoption Gap Ratio Analysis

• Main Authors: SU, HUI-CHEN, 蘇慧珍
• Other Authors: LIANG, TE-HSIN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/zacr6z

碩士 === 輔仁大學 === 統計資訊學系應用統計碩士在職專班 === 106 === Compared to other payment methods, mobile payment provides users with various advantages such as speed, instantness and convenience. Smart phones becoming increasingly important in everyday life and together with the huge growth of online shopping, the new payment method that replaces plastic money with mobile devices as a payment tool will be an inevitable trend in the future. The main purpose of this thesis is to understand the awareness, want and adoption gap of consumers about mobile payment, taking scholar Liang’s AWAG segmentation matrix released in 2012 as the main theory architecture. Furthermore, it combines Diffusion of Innovation Theory to discuss how the demographic variables, digital lifestyle, financial common sense, and capacities in digits and information influence the acceptance of mobile payment This study developed an online questionnaire to gather sample data.Total valid response count is 474. The results of this thesis are summarized as blow： 1. The development of product purchase through online credit card payment is mature, falling under the “Strong Opened group”, with the adoption gap ratio of only 0.5% indicating that not much difference between want and adoption ratio. The main reason is that the service has been developed for quite some time, and the general public’s adoption or usage is higher than that of product payment methods. Targeting this product, the marketing strategy “hold” should be adopted to continue to provide relevant information or services. 2. Through the widespread publicity by industry and banks, the general public’s awareness of bar code payment and international payment is considerably high, but the want rate is relatively low (about 57%). Hence, they fall under the “Want-bias Opened group”. Targeting bar code payment and international pay, the marketing strategy “hold and improve (raise) ” should be adopted to continue to provide relative information or services and enhance want. 3. Telecom operators’ mobile payment falls under the “Strong Desire- deficiency group”, with the adoption gap ratio of 32.35%, indicating a higher customer want possibly has yet been met. The marketing strategy “ evaluate then leave or evaluate then improve (create) ” should be adopted to evaluate its potential and choose to maintain the status quo or create want. Mobile payment enables users to engage in cash flow trade at any time and place, not limited by space and time. Therefore, as long as mobile payment service providers and mobile service system operators enhance trading system security and pay attention to the user’s personal information and trading information confidentiality mechanism, user’s acceptance and willingness to continue to use mobile payment is expected to be effectively enhanced.