dc.description.abstract | Since the passage of the "Regulations Governing Electronic Payment Institutions" in 2015, Taiwan has entered the electronic payment era. As regulations loosened, various sectors introduced mobile payment services. In July 2021, electronic payments and electronic tickets merged, integrating the payment ecosystem. During the pandemic, electronic payments reduced cash transactions and physical contact, becoming a key epidemic prevention measure. With government and business support, electronic payment users have steadily grown.
Through in-depth interviews and surveys, this study first explores the primary factors influencing consumers′ choice of electronic payment brands. The findings indicate that consumers not only consider functional needs when selecting payment brands but also pay attention to emotional experiences, word-of-mouth in social circles, and response strategies in different contexts. Furthermore, with the continuous development of technology and social changes, consumers′ payment preferences are evolving, necessitating brands to adjust their strategies promptly to meet consumers′ changing needs and preferences.
Next, this study investigates the impact of different demographic variables and personal traits on consumers′ acceptance of electronic payments and brand choice. The research reveals that consumers′ acceptance of electronic payments and brand choice is influenced by various factors, including usage duration, usage habits, conversion reasons, and security concerns. In the future development of electronic payments, payment brands should strengthen security measures, provide robust cybersecurity, and offer diversified services and promotional activities tailored to consumers′ needs and preferences to enhance the acceptance and usage of electronic payments.
Finally, this study observes differences in the acceptance of electronic payments among consumers with different personality traits. Participants with higher scores tend to use electronic payments more frequently, while those with lower scores may hold a more conservative attitude toward electronic payments. These results provide valuable insights into consumers′ attitudes, behaviors, and preferences regarding electronic payments, offering important references and guidance for relevant institutions and businesses.
In summary, this study provides crucial insights into understanding consumers′ acceptance of electronic payments and brand choice, offering valuable recommendations and directions for the future development of electronic payments. | en_US |