The Intention of Consumer Using Mobile Payment-The View of Technology Acceptance Model

• Main Authors: Hsu,Mu-Ting, 徐幕婷
• Other Authors: Pai,Fan-Yun
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/53njh7

碩士 === 國立彰化師範大學 === 企業管理學系 === 104 === As to the development of mobile technology, a consumer can use a mobile phone to pay for digital or physical goods. Mobile payment is being adopted all over the world in different ways and in different countries. However, it is steel in introduction stage in Taiwan. Therefore, this research aims at investigating the factors, which influence consumers’ intention to adopt mobile payment service. A conceptual model was proposed and developed on the base of Technology Acceptance Model (TAM). The relationships among two new factors, trust (TR) and perceived risk (PR), and four original factors, perceived ease of use (EOU), perceived usefulness (PU), attitude (ATT) and intention to use (IU), were investigate with questionnaire data. 530 questionnaires were distributed and 470 were valid. After collecting data, SEM is employed to analyze relationships among factors. From the analysis results, consumers’ trust (TR) on the security of mobile payment service positively influences EOU and PU. EOU and PU then positively influence consumers’ attitude (ATT) on mobile payment service. Finally, ATT influences consumers’ intention to use mobile payment service. As to risk, PR negatively influences IU. Fortunately, enhancing TR lead to lower PR. Understanding the relationships among difference factors, companies that provide mobile payment service therefore can propose appropriate strategies to speed up consumers’ adoption of mobile payment service.