| 摘要(英) |
The blooming of Internet and the vigorous of e-commerce and the omnipresent smart phones have promoted the creation of mobile payment, which have changed our traditional payment methods and payment instruments. Particularly, after the law entitled "Electronic Payment Management Regulation" being passed, various e-wallets and mobile payment, such as Europay, Street Payment, Apple Pay, LinePay, etc., officially entered the payment markets in Taiwan, initiating a trend of the use of mobile payment but also harshly challenging the use of cash. The dream of "No Cash Society" seems more and more possible. This research analyzed this from the following three aspects: 1. Consumer behavior, market segmentation based on customary lifestyle, innovation technology acceptance theory, the transition from using cash and other payment instruments to the intention of using mobile payment (i.e., PPM Theory), and its impact on the use of payment tools; 2. How the transaction security of payment instrument, its convenience, and its marketing promotion impact on the consumers in using payment tools; and 3. The Scale, cost, handling fee, tax and governmental subsidy policies affect the willingness of merchants to provide payment services and how their willingness could influence the consumers’ use of payment instruments, as well as the future development of cash, credit card, debit card, easy cards and mobile payment and other micropayment tools in Taiwan. The research method was to use consumer questionnaires and on-site visits on businesses. For consumer questionnaires, by Google questionnaires, 270 copies were collected while 33 physical printed-out questionnaires were collected, totaling 303 valid copies. The targeted merchants were the small-scale on a random-selected basis and 30 were selected as the samples.
The results showed that: among all of the payment tools, there was a statistical significant between the electronic tickets and bills and the market segmentation based on consumers′ lifestyles; also the easy card was obviously affected by the payment of the life style market segment; and while mobile payment was a new type of instrument, such payment had no statistical significant on the perceived ease of use and perceived usefulness when it comes to its innovation and technology acceptance; next, the security and convenience were statistically positively related to mobile payment, which was beneficial to the wide use of mobile payments; various discounts and add-on coupons were feebly related to the use of cash and electronic payments; the intention to transition from cash and other payment instruments to the mobile payment was negatively correlated, which was negatively affected by the consumer′s own behavioral habits and which thus hindered their willingness to convert. The willingness of merchants to provide services has a positive impact on the use of payment instruments. The government can enhance the willingness of merchants by rewarding small-scale businesses and assisting the establishment of equipment and systems to increase the penetration rate of mobile payment.
Prospectively, as to the future development of payment instruments, mobile payment has its advantages in its convenience to use. If its transaction security could be enhanced, mobile payment will accelerate even much faster. Easy card also has its advantages in its application of electronic tickets and billd, and so it should be connected with credit cards or ATM cards so as to reduce the inconvenience to deposit cash. If doing so, easy cards would become a mainstream tool in retailers and groceries. Lastly, being influenced by the weak willingness of consumers to switch to mobile payment from the use of cash as well as the small-scale merchants’ weak willingness to accept the electronic payment, the use of cash still has a certain amount of its popularity and it will not be quickly replaced by mobile payments. Therefore, the government’s proposal to reach the goal of 90 percent mobile payment penetration rate in 2025 will still be difficult. |
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