| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 107 === Taiwan mobile payment industry development, (Mic.iii.org.tw., 2019) mobile payment consumer survey indicated the popularity rate of mobile payment of young users aged 18-45 exceeded 60% in 2018. On the other hand, the survey (Mic.iii.org.tw., 2019) also stated that only less than five percent of mobile payment users most often used Taiwan Pay as mobile payment in 2018 when compared with the other local mobile payment JKOPAY which growth rate was remarkably higher than Taiwan Pay. The research aimed to discuss the growing rate problem of Taiwan Pay and find the solutions for the mobile payments to reach 90% of user rate in 2025, which claimed by the Executive Yuan. With focus group research and utilized the extended unified theory of acceptance and use of technology(UTAUT2) and the diffusion of innovations(DOI) as comparative metrics to find the influence feature for the intention to adopt Taiwan Pay. The result found the essential factors: performance expectancy, social influence, facilitating conditions, hedonic motivation, price value and perceived technology security would be the more critical comparative factors for the consumers when considering to adopt Taiwan Pay. The research consolidated these key success factors to provide practical suggestions for the growth of Taiwan Pay adoption rate performance.
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