| Summary: | 碩士 === 國立政治大學 === 經濟學系 === 106 === With the introduction of Apple Pay in Taiwan in March 2017, the mobile payment ecosystem in Taiwan has developed rapidly. Since mobile payment is convenient, efficient and provides consumers with a different experience from traditional payment methods. Therefore, this study takes the users and potential users of mobile payment as the research objects. The main purpose of this study is to understand their willingness and cognitive status to use mobile payment. The purpose of this study is to explore the use intention of mobile payment by means of the Integrated Technology Acceptance Model, and to analyze the questionnaire data and put forward the conclusions of this study. The sample of this study was 365, of which 358 were effective sample. By integrating Innovation Diffusion Theory with Technology Acceptance Model, the hypothesis of this study was proposed and verified by structural equation.
The results show that "Perceived Usefulness" and "Attitude of Usage" have positive and direct effects on “Intention of Usage”. However, "Perceived Ease of Usage", "Cost Tolerance", "Visibility" and "Perceived Convenience" have positive and indirect effects on the “Willingness to Usage”. In the end, some suggestions on the promotion of mobile payment are proposed.
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