| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 107 === Due to the rise of smart phones and tablets, "Mobile Payment" has become an emerging issue in the market. Cash and mobile payments have different strengths and weaknesses and consumers possess different toward two types of payment. Consumer can purchase online anytime and anywhere through mobile networks and devices in the context of mobile payment, while cash can be accepted at various merchant stores. Most of the past research on mobile payment focused on behavior, interface design, usage environment, customer trust, customer loyalty, value chain analysis and future development, and did not explore the switching behavior of consumers between cash and mobile payment. Based on the Push-Pull-Mooring Model this study explored the switching behavior of consumers between cash and mobile payment. Based on reviewing previous literature, this study designed questionnaire and collected data from 351 respondents. The study was conducted by questionnaire. The finding shows that the manufacturer discount and consumer habit of the mobile payment has a positive and significant impact on consumers’ switching intention, and the mobility, convenience, compatibility and accessibility of the mobile payment have a significant impact on switching intention.
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