Investigating Consumers' Intention to Use Mobile Payment in Taiwan: An Integrated View of Diffusion of Innovation and Innovation Resistance Theories
| Autor: | YEN, TZU-YUNG, 顏子墉 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the rapid development of technology, consumers are constantly seeking for products and services which can enhance the efficiency and the convenience in their daily lives. Mobile Payment, a system which aims to speed up the paying process for consumers should be immensely adopted in no time. However, as in many other countries, the adoption rate of mobile payment hasn’t lived up to expectation of the service provider and the Taiwanese government. The purpose of this study is to investigate the positive and negative factors of consumers’ perceived attributes of mobile payment in the light of Innovation Diffusion Theory and Innovation Resistance Theory. The target subjects of this research are the consumers who had already obtained at least one or more mobile payment usage experiences. The researches done in the past has predominately focused on the positive factors that influence mobile payment adoption. The objective of this paper is to examine the relationship between the positive and negative perceived attributes and mobile payment attitude. For positive attributes, this study adopts relative advantage, compatibility, complexity, trialability and observability from innovation diffusion theory. For negative factors of mobile payment adoption, the research adopted usage barrier, value barrier, risk barrier, tradition barrier and image barrier from Innovation Resistance Theory. In the study, subjective norms were also included in the research model as for it has been examined as one of the most important social influence in information system researches. As a result of this study, 577 valid responses were collected by an online survey. Relative Advantage, compatibility, complexity, trialability were found to have positive correlation with consumers’ mobile payment attitude. However, there’s no significant correlation found between observability and attitude. For negative factors, Risk barrier, tradition barrier and image barrier was found to be negatively correlated to attitude. Usage barrier was found to have no significant correlation to attitude, and value barrier was found to be positive correlated to attitude. Finally, subjective norm was found to positively relate to adoption intention but not to attitude. This study also addresses the limitation of the research and managerial implication. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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