| Summary: | 碩士 === 輔仁大學 === 金融與國際企業學系金融碩士在職專班 === 105 === There has been a global trend of "mobile payment" in recent years, and the launch of international payment in Taiwan accelerates the domestic mobile payment market. The smart phone penetration rate in Taiwan has reached a historical high of 82%, and mobile payment not only greatly enhances the convenience of consumer life, but changes consumers’ payment habits and mobile phone usage. The digital payment in our country is still lagging behind since its development in 2015, not because of the backward payment technology but the different regulatory framework and consumer habits. Besides, as it challenges the existing business model and thinking of banking and related industries, mobile payment in Taiwan is not developing so fast as in Europe, the United States and mainland China. This study takes the AHP approach from the perspective of financial service personnel, and divides the issue into three facets and 10 factors to explore the consumers' intention and preference of using mobile payment. The results show that the most important element of mobile payment is "security". The security indicators include strict controls of mobile payment risks, the mechanism of immediate payment stoppage upon mobile phone loss, good privacy protection and good security, followed by "convenience". The convenience indicators include a convenient and easy-to-use interface, extensive coverage of businesses for payment and a simple and quick payment process. Finally it is "service", and the service indicators include immediate assistance upon encounter of difficulties, diversified cross-industry discounts, generation of an interface according to personal style and providing consumption habit analysis. It is hoped that the results of this study may serve as a reference to the relevant service providers, so as to give consumers the most appropriate services and enhance the users’ willingness to use。
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