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標題: An investigation of consumers' attitudes towards NFC mobile payment service
作者: 林恒斌
Heng-Bin Lin
關鍵字: 科技接受模型;近場通訊行動支付服務;個人創新;相容性;TAM;NFC mobile payment service;PIIT;compatibility
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As the development of mobile device and information technology in recent years, the paradigm shift of consumer behavior, mobile commerce is having increasingly significant changes in our daily life, and mobile payment gradually becomes a popular payment method. Due to the universality of mobile device and the simple procedure of mobile payment, these changes facilitate the convenience of payment. Therefore, many telecom operators have invested in the applications of mobile payment in Near Field Communication. NFC mobile payment service is currently at the emerging stage; meanwhile, the proportion of NFC applications also has significant growth in global market. Moreover, due to the standard technique of NFC, numerous authorities are strongly introducing this to its market in order to enhance the level of economic. We explored a complete model from the past NFC related theories. In nowadays consumption patterns, people has already felt coins is very miscellaneous to us, and mobile payment become a new beneficial tool. Therefore, in this study, we proposed Technology Acceptance Model as the main framework, and added two external variables, convenience and social influence. Furthermore, this study combined two factors, the compatibility which is included in Innovation Diffusion Theory, and personal innovativeness in information technology; which may affect consumer adoption behavior. With the development of the research construct, this paper will be discussed these factors in affecting the acceptance of new technology and the willingness of consumer on applying NFC mobile payment. This study is conducted by questionnaire. The data was collected from 215 users of mobile service, and the results showed that all assumptions with significantly positive correlation. Finally, this study attempts to explain the intention of consumers' behavioral in using NFC mobile payment, and will give suggestions of strategy and business model to telecom operators.
其他識別: U0005-1806201422385900
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