| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 106 === At the beginning of 2017, Apple Pay was officially launched in Taiwan. There are more than 400,000 credit card bindings, which exceeds any domestic mobile payment. This study applies the concept of UTAUT2 and perceived risk, explores the factors of users' use of Apple Pay, and finds out the impact on their behavioral intention and use behavior. Also, this study analyzes the moderation of the three variables: gender, age and experience.
Results from an online survey (n = 732) showed that perceived risk negatively predicted behavioral intention, whereas performance expectancy, hedonic motivation, and habit positively predicted users’ behavioral intention. Facilitating conditions, habit, and behavioral intention also positively predicted consumers’ technology use. Moreover, impact of facilitating conditions and hedonic motivation was moderated by gender, age, and experience, respectively. The findings have provided theoretical and managerial implications. First, the explanatory power of the proposed model in the variance of behavioral intention (74% to 86%) and use of technology (52% to 90%) both substantially increased. Secondly, mobile payment companies may increase users’ behavioral intention if they ensure the convenience, support, and security of their services, provide more added values, and adopt segmentation marketing strategies to target different audiences.
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