The Study on Impact to Brand Choice from Convenience of Mobile Payment's.-The Case for Taxi Industry in Taichung city.

• Main Authors: Liang, Jian-Hua, 梁健華
• Other Authors: Wei, Ching-Chun
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/s68ge3

碩士 === 靜宜大學 === 管理碩士在職專班 === 106 === As we enter the 21st century, the growth of technology has subverted our imagination at the end of the 20th century. Taking the historical record of China, the way of trading makes different change. From early bartering to shell for coins, and then slowly progress makes the coin of metal. From the literature, it was about 3,000 years ago (11th century BC), the time was equivalent to the early Xia and Shang dynasties. Then, various metal currencies were used in China from the late Shang Dynasty to the Song Dynasty. The first banknote in China which began to appear in the land of Bashu in Sichuan, and continue to evolve and improve to this day. Until now, the leap forward of technology has made consumers' concept of money a number that does not see real money in e-commerce. From the literature, among the factors considered by consumers in brand selection. Quality, price and service have always been discussed factors. However, from the literature, there is no clear written record showing that the convenience of using a certain mechanism is One of the factors consumers consider in brand selection. The purpose of this study is to use the qualitative research method to explore the brand of the taxi. When the consumer pays for the payment who uses the mobile payment, whether the consumer will choose the brand with the mobile payment service. This also proves that convenience is the choice of the brand and belongs to the tangible service. It is hoped that the merchant brand that is still using cash transactions will increase the option of mobile payment to enhance the market support and competitiveness. Just like the convenience store began to join the paid service, it also increased the opportunity for consumers to enter the convenience store.