The Study of Consumer Behavior Intention toward NFC Mobile Payment with the Application of Technology Acceptance Model

• Main Authors: I-An Chen, 陳怡安
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/q96r8z

碩士 === 國立臺灣科技大學 === 管理學院MBA === 106 === Technology has changed consumer original behavior. As mobile technology has advanced recently, mobile payment has became a new style of payment in general. In 2017, various corporations have launched the different kind of NFC mobile payement services in Taiwan. However, only 40.8 percent of consumer in Taiwan have used mobile payment services before, according to the report from Visa.It show that m-payment usage remains low in Taiwan. Thence, this article aim at assessing consumer behavior intention of NFC mobile payment. This study advance the body of knowledge on this subject by proposing a research model that combines the theory of the technology acceptance model with the two characteristics of the brand image and perceived security. The research model was empirically tested using online questionnaire survey conducted in Taiwan with three types (Apple Pay、Samsung Pay、Android Pay) of samples. We found that brand image and perceived ease of ues have significant effects over perceived usefulness. Moreover, perceived ease of ues and perceived usefulness have significant effects over attitude toward using.And attitude toward using affect consumers’ adoption of the mobile payment. This result identify the factor how consumer have been influenced by brand image, perceived ease of ues, perceived usefulness and attitude toward using and point out new insights to enhance future development of mobile payment .