The Effects of Experiential Marketing,Perceived Risk and Perceived Ease of Use on the Usage Intention of Cell Phone Credit Card Payment

• Main Authors: CHUN-YANG CHEN, 陳俊揚
• Other Authors: 王郁彬
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/n6rhjr

碩士 === 逢甲大學 === 電子商務碩士在職專班 === 104 === Since the Electronic Payment Institution Regulations, commonly known as specialized third-party payment method, was passed, the financial institutions and a number of non-financial payment companies have been also involved in mobile payment market. In this turbulent payment competition, the industry should develop different marketing models to promote new products so that consumers can easily accept. In this study, taking experiential marketing as a marketing mode , with the combination of perceived risk and perceived ease of use from technology acceptance theories to discuss the connection between willingness and them. In this study, the survey is conducted by means of questionnaires collected from respondents who hold credit cards as a frequent method of payment. The questionnaires consisting of a series of questions were sent by Google Form System. And from that system, respondents can watch the situation as well as subsequent videos to start reading the questions and respond to the questionnaire. Gather 208 valid copies of questionnaires and then process the statistical software analysis to verify the hypothesis through the regression analysis. After the empirical analysis, research results are summarized as follows: Experiential marketing would bring a positive impact on the consumer’s willingness to use. The perceived risk would bring a negative impact on the consumer’s willingness to use. Perceived ease of use performance would bring a positive impact on the consumer’s willingness to use. Mobile credit card users can now find a reliable and convenient solution to a payment issue, especially under today’s fast face of life. A new release in the spotlight would make cash flow and information flow dealt with simultaneously throughout the whole payment process. Bankers may launch such new products and begin to develop their own strategies toward transition to mobile banking themselves in the meantime.