| dc.description.abstract | As the increasing popularity of mobile devices and network, the things we can do on the mobile devices are more and more diverse. Almost everything in our daily life can be solved as long as the smart phone is around, and now, even payment can be mobile. With Apple Pay officially launched in Taiwan in March 2017, more and more people began to try the service of mobile payment.
However, compared to other countries in Asia, the progress of mobile payment in Taiwan has started a lot later. Although mobile payment has begun to be widespread, the entrenched behavior of Taiwan consumers is still difficult to change. Therefore, this research intends to investigate what factors will affect consumers’ intention to use mobile payment, and then influence the adoption behavior, and explore whether Taiwanese culture has a moderate influence in the relationship between these factors and intention.
By studying past researches, this research uses the Unified Theory of Acceptance and Use of Technology Model (UTAUT2) as the main framework to explain the adoption intention of mobile payment. The variables in the model include “performance expectancy”, “social influence”, “facilitating conditions”, and “hedonic motivation”, with “perceived risk” as the model extension to observe its negative influence. Moreover, this research explores whether Hofstede′s five culture dimensions have moderate effects in the main framework. In this research, an online questionnaire was used to conduct surveys, 406 samples were collected on PTT and Facebook.
Data analysis results show that performance expectancy, social influence, facilitating conditions, and hedonic motivation have positive impact on the intention of mobile payments. And perceived risk has negative influence on the intention of mobile payments. The five moderating variables of the cultural value have no significant effect on the relationship between the relationship of five factors and the intention.
In conclusion, this research hopes to help mobile payment operators understand the factors that really affect Taiwan consumers′ usage of mobile payments, and propose better services, finally help the development of mobile payments in Taiwan. | en_US |