| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 107 === In recent years, the global smart phone market has been increasing in thepopulation of various countries. Although Taiwan’ The Act Governing Electronic Payment Institution in 2015 have been implemented, the regulations on third party payment and action
payment have been loosened, except for the above mentioned regulations. What are the key factors that have contributed to the low penetration rate of Taiwanese people’s use of mobile payments? Therefore, the purpose of this study is to explore the key factors in the payment of personal use actions, and to explain the relationship between each factor and the willingness to pay for the use of actions by the level of involvement.
First of all, through the literature analysis method, we will sort out the relevant factors affecting the willingness to pay for the use of action in recent years to conduct an in depth discussion to understand the key factors for consumers to use action payment. Then,through group interviews, four factors affecting the ease of use, usefulness, safety, and cost of using action payment are selected. And distri buted through the online questionnaire,there were 506 valid samples.
The results of the study show that, 1.the ease of use of mobile payments has a positive impact on the willingness to pay for the use of individuals.2. The usefulness of action payments has a positive impact on the willingness to pay for the use of the action. 3. The security of the action payment has a positive impact on the willingness of the individual to use the action.4. The cost of action payment has a positive impact on the willingn ess to pay for the use of the individual. 5. The degree of involvement of the person with low involvement in the payment of the security of the action and the willingness to pay for the
use of the individual is greater than the degree of involvement.6, tho se who have used action payments are significantly more willing to pay for action than those who have not used action payments.
The results obtained by this study can be used as a reference for decision making of government or enterprise promotion action payment and promotion action payment penetration rate, and can also provide a theoretical basis for subsequent research on
individual use action payment.
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