| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 106 === Over the past few years, the fast development in mobile technologies facilitated the emergence of mobile payment (m-payment) system. Nowadays, people can easily pay for goods and services with their own mobile devices in physical stores. Although the related regulations were relaxed since 2015, the adoption rate of mobile payment in Taiwan is still surprisingly low. Therefore, the study tried to find out the key factors that affect consumers'' willingness to use m-payment services.
This study reviewed the literature on m-payment, analyzed the influence of system characteristics and user-related factors on m-payment usage, and gave suggestions for m-payment service providers. To learn consumers’ attitudes toward m-payment services, it proposed an m-payment research model, to which logistic regression, factor analysis and cluster analysis were applied. The model was verified empirically with data collected from m-payment users regarding their personal information and perceptions on m-payment services. It also attempted to classify users into several clusters and discover their different preferences to m-payment services.
The results indicate that the significant variables to predict the consumers'' willingness to use m-payment are gender, age, income, usage of electronic cards, usage of credit cards, and usage of reward points. The findings show that adopters were satisfied with current m-payment services, so providers can target potential adopters with attractive discounts right away. Non-adopters, on the other hand, reported that the risk and usefulness were their main concerns. In the long run, service providers should invest in security technology such as fingerprint verification, as well as running promotions at brick-and-mortar stores.
This study will assist service providers in building up suitable business models and service strategies for different m-payment user groups, allowing them to allocate resources appropriately to m-payment system development.
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