A Study on Using Intention of Perceived Value of Mobile Payment on Customers

• Main Authors: HUANG, TSUNG-SHIANG, 黃琮翔
• Other Authors: LIN, JEUN-SHENG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4499a6

碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 107 === 　　To cope with people's consumption needs and living habits, a mobile payment method called Apple Pay was officially launched in Taiwan in March 2017, and then various industry players scrambled to develop their own payment methods to compete with Apple for the mobile payment market. Mobile payments methods has now become a common way to pay, and it is getting more and more popular.Mobile payment integrates the functions of credit card and smart card into mobile devices, makes transactions using mobile devices possible. Cooperations between the mobile phone companies, telecommunication companies and the financial industry to develop highly accessible mobile payment platforms will be a new future trend in Taiwan. 　　There are two research objectives： 1. To understand the recent trends for consumers using mobile payment. 2. To investigate aspect of perceived value, analyze whether it would significantly affect consumers' willingness in using mobile payments with references. 　　Through literature review, the perceived value is divided into emotional, social, economic and functional, and the impact on consumers' willingness to use is analyzed. The following four hypotheses are proposed: 1.The emotional of mobile payments has a significant impact of using Intention on consumer. 2.The social of mobile payments has a significant impact of using Intention on consumer. 3.The economics of mobile payments have a significant impact of using Intention on consumer. 4.The functionality of mobile payments has a significant impact of using Intention on consumer. 　　The results from the research shows that only economics is partially supported. The other three hypotheses are obviously significant, which means emotional, social and functionality obviously affects of using Intention on consumer. The results of this research can be taken as references for companies which decide to do investigations related to mobile payments or to make improvements relating to mobile payments. Furthermore, the results can also be used for researchers to do further investigations relating the trends of mobile payments in the future.