Research on Willingness to Pay for Mobil Phone Users’Action Using Technology Acceptance Model

• Main Authors: Lin,Yu-Ching, 林渝晴
• Other Authors: Tian,Han-Guang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6555w5

碩士 === 中國文化大學 === 全球品牌與行銷碩士在職學位學程 === 106 === Research on Willingness to Pay for Mobil Phone Users’Action Using Technology Acceptance Model Student：Yu-Ching Lin Advisor：Prof ：Han-Guang Tian Chinese Culture University ABSTRACT With the rapid development of network communication technology and the popu-larity of smart mobile devices, the global mobile payment market is rapidly developing. However, the mobile payment usage rate in Taiwan is still low. How to effectively pro-mote mobile payment becomes an important issue for the government and related in-dustry chains. This study uses the coupon survey method to use technology to accept models and join convenience and entertainment to propose relevant factors that may affect consumers' use of mobile payments, supplemented by confirmatory factor analysis (CFA) and structural equation model (SEM) test construction validity. With empirical research hypotheses. The results of the study found that "perceived usefulness" has a positive effect on "use attitude," perceived usefulness and "use attitude" have a significant positive effect on "behavioral intent", and finally the recommendations and future research directions proposed by this study, In order to provide reference for government and mobile payment industry chain operators.