| dc.description.abstract | Since 2011 April 1, EasyCard has become a payment tool to pay for small amount purchase in convenience stores and other chain stores. However, a preliminary investigation revealed that despite its usefulness, not too many people use EasyCard for small amount purchase in convenience stores. Thus, it motivates this research to look into the contradiction and the diffusion of small amount purchases using EasyCard. This study is based on the Innovation Diffusion Theory and the Technology Adoption Lifecycle model. The preliminary study showed that the reasons why many people do not make use of EasyCard for small amount purchase include: they don’t have the habit of using EasyCard, EasyCard is inconvenient in recharging, and that using cash is more convenient than EasyCard.
The purpose of this research is to investigate the difference of adopter in “habit”, “service convenience” and “compatibility”.
Data was collected through a questionnaire survey. This research adopted cluster analysis to divide the sample into different types of adopters, and it also employed ANOVA to find the difference between these different adopters in “habit”, “service convenience” and “compatibility”. Results of cluster analysis divide users of EasyCard for small amount purchase into four groups, namely, “early adopter”, “early majority”, “late majority” and “laggard”. These different adopters’ experience in “habit”, “service convenience” and “compatibility” rank from high to low respectively, are “early adopter”, “early majority”, “late majority” and “laggard”. From the result, this research found that the earlier adopters have more habit of using EasyCard for small amount purchase, and they also feel more convenient and compatible in small amount purchase with EasyCard.
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