| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 106 === Financial Technology Service Innovation has changed our payment habits in our daily life. Mobile payment has been used abroad for many years whereas developed relatively slow in Taiwan subject to the restriction of financial regulations. Only when Apply pay landed on Taiwan by the end of this March, Taiwan mobile payment market boost all of a sudden.
The study aims to research current situation of electronic purses in Taiwan and investigate factors affect consumer’s willingness of use. The study take consumer’s using experiences and habits, usability, convenience, security, quality and service as variables to investigate 326 consumers by electronic questionnaire and analyzed the related data by SPSS. The results of the study are as follows:
1.The use of willingness will be affected by consumer using experience and habits.
2.Convenience is the major factor affects the use of willingness.
3.Security factor will be taken into consideration beyond the ease of use.
4.The use of willingness will be affected by security concern.
5.Process simplicity in terms of quality and merchant discount in terms of service are valued most to the consumers.
To sustain usability, broaden convenient channel, lower security suspicious, and provide merchant discount are four suggestions the thesis provides, according to the research, as a reference for improving mobile payment industries, promoting electronic purse service and further research.
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