| Summary: | 碩士 === 中國科技大學 === 企業管理系碩士在職專班 === 107 === This Study explores the key factors of motivation of Taiwanese consumers using mobile payment. The result could assist merchants, payment service providers and authorities to enhance consumers’ the willingness of using mobile payment.TAM model from 1989 was used to understand consumers' acceptance of new technology products. However, this study is using UTAUT2 found in 2012 to build a structure and an assumption based on Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit. UTAUT2 explains them 74% better than TAM model. In order to achieve the goal of the study, the surveys are designed for social media and used on social media such as Facebook and Line.
There are 377 valid copies of the questionnaires in the study which is medium scaled questionnaire. Therefore, this study uses Smart PLS 3.2.8 to do Partial Least Squares. In measurement model, all latent facts variables reach convergent validity and discriminant validity. The structure model contains four facets, Performance Expectancy, Facilitating Conditions, Hedonic Motivation and Habit have positive effects on consumers' choice of using mobile payment Behavior Intentions. Behavior intention and habit are also showing the same effects. Moreover, age has coordination effect on facility conditions and behavior intention. The model values of each facet are between 33.6% and 81.9% shows the model can explain result better than the average.
The total effect values of Habit, coordination of Facilitating Conditions, Performance Expectancy, and Hedonic Motivation, for actual use are 0.443, 0.082, 0.064 and 0.028. It shows the influence from each factor. Overall, the conclusion will be provided to the merchants and payment service providers.
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