A Comparison of Mainland Chinese and Taiwanese Consumers' Intention to Use Mobile Payments and Key Factors Analysis
| Autor: | Wu, You-Sheng, 吳優生 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the rapid development of mobile Internet and mobile communication technologies, the use of mobile devices such as mobile phones and tablets has gradually surpassed that of desktop computers. Consumer payment habits have also changed, with e-commerce transactions through mobile devices becoming more and more prevalent. Countries across the globe are actively promoting and developing their Fintech industries and establishing cashless payment systems. While Mainland China and Taiwan are no exception, the development of mobile payment systems in Taiwan is significantly slower. This study seeks to explore the main reasons that affect cross-strait consumers in the adoption and use of mobile payments, in other words, what factors influence cross-strait consumers' attitude and intention to use mobile payments. Reviewing the historical literature, it was found that most studies use TAM, UTAUT, and Perceived Value & Risk Theory to explore consumers’ intention in using mobile payment systems. This study uses Chiou’s (2014) Strategic Marketing Analysis Theory, which is made up of seven elements: Perceived Explicit Benefits, Perceived Explicit Costs, Information Awareness, Perceived Risks, Social Influence, Product Transfer Costs, and Perceived Exclusivity Costs, to explore differences in cross-strait consumer considerations for mobile payments. The results of the study show that Perceived Explicit Benefits have a significant and positive impact on consumers’ adoption intention on both sides of the Taiwan Strait. While Perceived Exclusivity Costs have a significant and negative impact on consumers’ adoption intention on both sides. The main differences in cross-strait consumer considerations lie in three factors: Perceived Explicit Costs, Information Awareness and Social Influence. For Taiwanese consumers, Perceived Explicit Costs were found to have a negative impact, while Social Influence was found to have a positive effect on their adoption intention. While for Mainland Chinese consumers Information Awareness was found to positively impact their adoption intention. Finally, this study analyzes the causes of the differences and provides marketing suggestions that can be used to promote the development of cross-strait mobile payment markets. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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