Consumers’ Willingness to Adopt Mobile Payment Services in the Perspective of Theory of Planned Behavior

• Main Authors: Hu, Yu-Hsiang, 胡有相
• Other Authors: Chu, Chih-Chung
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/64b7wk

碩士 === 龍華科技大學 === 企業管理系碩士班 === 107 === With the rapid development and application of information and communication technologies, technologies such as mobile payment, e-commerce and mobile communication can be said to have completely integrated with our daily life, and also form a high degree of reliance on mobile networks. Although mobile payment has been launched for more than ten years, the ratio of use in Taiwan has not yet reached that of developing countries. It shows that there is still considerable room for development in the use rate of mobile payment. The previous relevant studies focused on consumers’ system safety and service quality to decide their willingness to use mobile payment. However, the advent of mobile payment has made the related technologies more mature, so have system security and service quality, but has the consumers’ view on mobile payment changed? Based on the theory of program behavior, this study aims to explore the factors related to consumer involvement, interpersonal influences, and preferences, integrating the factors that influence consumers’ use of mobile payment. This study used the questionnaire survey method and collected 486 valid copies of the questionnaire. After data analyses, several results were shown as follows. First, the degree of consumers’ involvement in mobile payment affected their behavioral attitudes, which in turn affected their willingness to use it. Second, interpersonal and external factors affected consumers’ subjective norms and thus affected their willingness to use it. Finally, the preferential measures the industry offers affected their cognitive behavior control and thus affected their willingness to use it. Based on the data analyses, this study proposes relevant practical suggestions.