| Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 106 === The purpose of this study is to explore what factors will affect people’s behavior and willingness to use mobile payment, and weather the cognition of the brand developing countries will have a special impact on them. Through literature review, this study summarizes the possible factors that will affect people's behavior and willingness to use mobile payments, inclusive of technology use-related attitudes, cognition of brand developing countries and brand loyalty, then develops relevant questions based on the possible factors mentioned above. After conducting an online survey, totally 478 questionnaires were collected, and 307 questionnaires were included in the follow-up analysis after deleting the repeated, refused and ignorant replies.
According to this study, the factors affecting people’s behavior and willingness, except subjective normative, will differ on the brands of mobile payment. For example, the behavior and willingness to use Apple Pay will be affected by user’s technology-related attitudes. To China Alipay and WeChat pay, the use behavior and willingness will be affected by the cognition of brand developing countries. As for Taiwan Pay, user’s behavioral control will impact negatively on people’s use behavior, which is inconsistent with the hypothesis of this study. It is assumed that the sample pool is not big enough, or the public is unfamiliar with its brand image. More data samples may be needed to verify the correctness of this analysis.
To sum up, people in Taiwan are highly willing to use mobile payment. As long as the relevant infrastructure is well-established and people experienced the safety and convenience of mobile payment, then together with the government's active promotion, people’s thinking will be quickly transferred to real actions. As for the core issue of this study, weather the cognition of the brand developing countries will have a special impact on behavior and willingness, this study shows Taiwan Pay will not be positively affected by this factor. It means that the government can promote Taiwan Pay not only with the idea of national identity, but also supplement it with robust and user-friendly system.
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