| dc.description.abstract | Since 2019, the COVID-19 pandemic outbreak has been substantially influencing people’s lives. In Taiwan, traditional markets where people buy grocery goods are concerned a major venue of virus transmission. Knowing that the advantage, i.e. no physical contact, of mobile payment can help reduce virus spread, this study investigates the feasibility of promoting its use in Taiwan’s traditional markets by examining the consumers’ behavioral intention and perception of mobile payment. To do so, this study develops a theoretical model based on the Nudge theory and the UTAUT2 framework with several potential factors. A total of 461 questionnaires were collected and analyzed using PLS. The results show that the consumers have positive perceptions and willingness to pay via mobile, and the willingness was affected by social and conformity. The ease to use of mobile payment was shown to not motivate consumers, but the pleasure of using the technology in traditional markets had a significant effect on their use behavior. Despite its risks that affect the willingness to use, mobile payment is found feasible under the moderating effect of the pandemic. As for age, it is found to insignificantly affect the willingness of using mobile payment in traditional markets. This study also conducts a qualitative analysis of the results by interviewing the market manager and stallholders of a local market in Taoyuan City. The interview results show their conservative and passive expectation of implementing mobile payment in traditional markets, yet the pandemic has promoted stallholders’ acceptance of the use of mobile payment.
Keyword: Traditional Market, Mobile Payment, UTAUT2, Nudge Theory, COVID-19 | en_US |