From the Model of Extended Integration Technology Acceptance to Discovery Consumers' Willingness to Pay for Operational Payment

• Main Authors: YANG,SHU-MEI, 楊淑美
• Other Authors: WANG,I-CHIANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/udyrbp

碩士 === 南臺科技大學 === 行銷與流通管理系 === 106 === The process of becoming a mobile phone credit card mobile payment is the so-called action payment is to be the credit card virtualization model because the popularization and development of scientific and technological information. This study’s purpose is to explore the impact of general consumers on the use of mobile payment behavior, extend the integration of science and technology to accept the model as the main theoretical framework. In addition, consider other adjustments may affect consumer behavior patterns. This research framework developed to analyze the impact of performance expectations, expectations, social impacts, convenience conditions, hedonic motivation, value and habits on consumer attitudes and willingness to use actions. The study is mainly method based on the computer random as a questionnaire data to collect the samples and the 350 valid questionnaires were collected. The research uses SPSS.24 to do the hypothesis verification. The findings are as follows:(1) The expectations, social impacts, convenient conditions, pleasure motivation, values and habits have a positive impact on the intention to use. (2) Gender has some moderating effect, age and education do not have moderating effect. Finally, according to the research results proposed management implications include (1) Reduce the user's unsafe and uncertain payment of the action, to improve the quality of life and to create performance expectations increase. (2) Simplify the operational flow of payment, improve the user's expectations. (3) Provide resources and technical cooperation opportunities, through the promotion of promotional offers to pay for the use of the intention to create value and facilitate the improvement of conditions. (4) Stores use the internet, let the action pay will be synergy effect, improve the motivation for hedonism. (5) Training professional network marketing personnel, habit problems to upgrade. (6) To improve the moderating variables for support.