| Summary: | 博士 === 國立交通大學 === 資訊管理研究所 === 101 === In the last decade, the mobile phones are evolved from pure voice phone application to data communications, mobile computations, and entertainment. Mobile devices such as smart phones, pads, or the like gradually incorporate new wireless technologies. One of such new technology is Near Field Communication (NFC) which provides the simplicity and security communication.
Near Field Communication (NFC) is a new short-range wireless communication technology that enabled contactless, safe and intuitive peer-to-peer communication between NFC-enabled devices. The advent of NFC has given rise to several interesting applications under short-range radio technology.
Many literatures focus on discussing the information developing in NFC field. However, research which has empirically documented the link among NFC mobile services, business model and business strategy is scant. Therefore, the aim of this article attempts to explore the critical criteria of using NFC technology in NFC mobile services. This research involved the quantitative methods and qualitative methods. The quantitative analysis of the questionnaires was conducted through Structural Equation Modeling methodology and DEMATEL methodology in order to indicate the critical criteria based on the opinions of the users and the experts.
Results of this study proposed TRAUM model by structural equation modeling methodology. The model was based on the users' opinions. In the emergence period, the promotion and education for the consumers, the service in convenience and security were necessary. The enterprise should also focus on the affection of the community because the community can enhance the acceptance and using willingness. The DEMATEL network relationship map based on the experts' opinions found security, authentication, capabilities of the partners, and service offering were the critical criteria of decision making.
The two quantitative analyses obtained the consistent results that the enterprise should put more resource in the convenience, service offering, infrastructure, security, and provide the corresponding NFC environment. The infrastructure should be based on the service providing.
This study applied the finding of TRAUM and DEMATEL network relationship map to discuss the business strategy of NFC mobile services. The study also took NFC-Micro SD technology as the case to discuss the NFC mobile payment services. The patent of NFC-Micro SD technology provides both the convenience and security for the consumers. It tallies with the results of the TRAUM model and DEMATEL methodology.
To conclude, this study may be of importance in explaining the business model in NFC field, as well as proposing TRAUM model, the combination with the DEMATEL network relationship map to offer the holistic view of business strategy. TRAUM model provides the better explanation about the technology acceptance and mobile services. The analytic model and TRAUM can apply to evaluate the similar research fields, such as technology acceptance, technology product promotion, e-service, mobile services and so forth. The study provides the researcher and the enterprise with a better understanding of critical criteria and business strategy in order to improve the decision quality.
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