The Bonus Rewards for Mobile Payments and User Intention – From the Perspective of Perceived Value

• Main Authors: Cheng-Yiu Ma, 馬晟喻
• Other Authors: Hsiao-Hui Wang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ua7kf5

碩士 === 元智大學 === 資訊傳播學系 === 107 === Nowadays, smartphones are quite popular, and network broadband is more mature, which is promoting the development of Information Technologies and it also leads the mobile payment to become a new trending of "Payment". According to the "Consumer Survey of Mobile Payment in Taiwan" issued by the Market Intelligence & Consulting Institute (MIC) in January 2018, it shows that the people who have used mobile payments in Taiwan has already increased from 19% to 40% in the past two years. The destination is that everyone can use Mobile Payments anytime anywhere. It means that Mobile Payment is the role model in the E-Commerce. This study based on “Perceived Value” theoretical to explore whether the Bonus Rewards affecting users’ “Perceived Value.” To figure out the connection between user’s “Perceived Value” and Bonus Rewards form the users view of point and see how users would like to use Mobile Payment. This questionnaire was distributed online and the valid questionnaires were 578. Summary： 1. The most popular Bonus Rewards to the Mobile Payment users such as Discount, Cash Rewards and Reward Points. 2. The Bonus Rewards will be affected by users’ “Hedonic” value more. 3. The User Intention of using Mobile Payment will be affected by their “Utilitarian” value.