A study of factors affecting consumer behavioral intentions of mobile payment service

• Main Authors: Su, Yi-Neng, 蘇翊能
• Other Authors: Lin, Hsiu-Fen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/57ucky

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === This study uses the technology acceptance model (TAM) that generally applies in explaining and forecast the user acceptance of information systems. Based on the literature review, this study develops a research model to examine factors affecting consumer behavioral intertions of mobile payment service. This study integrates extended technology beliefs (perceived of usefulness, perceived ease of use, perceived convenience and perceived security) and trust beliefs (perceived benevolence, perceived ability, and perceived integrity) that affect the consumer attitudes and behavioral intentions toward mobile payment service. This study divides the consumers into the potential consumers and repeat consumers by how they involve in mobile payment service. Finally, this study confirms the research model suppositions and compares the difference of the two groups. The valid questionnaires of this study are 409, the response rate is 81.8%. This study then empirically tests the research model using the partial least squares (PLS) as structural equation modelling (SEM) approach. The major findings of this study are as follows: (1)In the potential consumer group, all consumer beliefs (perceived of usefulness, perceived ease of use, perceived convenience, perceived security, perceived benevolence, perceived ability, and perceived integrity) of mobile payment service have the significant influence to the accepting attitude on the statistical confirmation, and the relation present the positive correlation. (2)In the repeat consumer group, all consumer beliefs of mobile payment service (except perceived ease of use) have the significant influence to the accepting attitude on the statistical confirmation, and the relation present the positive correlation. (3)After comparing the two groups, repeat consumers thought perceived of usefulness and perceived benevolence are more important factors for them to accept mobile payment service than the potential consumers. (4)Potential consumers perceive ease of use of mobile payment service that will affect the attitude of using mobile payment service than the repeat consumers.