| Summary: | 碩士 === 國立臺灣大學 === 健康政策與管理研究所 === 105 === In 2017, the Ministry of Health and Welfare and Visa announced the launch of its newest mobile healthcare payments for consumers to pay the bills online after visiting.Mobile healthcare payments offer consumers a new type of payment options, which has been widely used in many countries. However, according to the Market Intelligence & Consulting Institute, Taiwan is still in the initial stage.
This study was aimed to explore the factors that influence consumer’s behavioral intentions of using mobile healthcare payments. The model of this study is based on the Innovation Resistance Theory and also combined customer segmentation which included Rejecters, Postponers and Opponents into this research framework.
In order to understand these barriers on behavioral intention of using mobile healthcare payments,the study collected data through online survey. The total of 341 valid questionnaires were collected and using SPSS software to examine hypotheses.
Research results are summarized as followings:
(1) Value Barrier and Risk Barrier have significant positive effects on behavioral intention of using mobile healthcare payments. (2) The barriers among those who haven’t use mobile healthcare payments (Rejecters, Postponers and Opponents) are different.
After segmenting consumers’ barriers toward resisting new technology application, the differentiated marketing and products improving strategies could be developed to promoting the new healthcare mobile payments.
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