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The Moderating Effect of Gender on Young Generation’s Behavioral Intention and Platform Choice of Mobile Payment
Mobile Payment,Behavior Intention,UTAUT,Moderator,Platform Choice,
|Publication Year :||2019|
本研究首先以整合型科技接受使用理論模型（unified theory of acceptance and use of technology，以下簡稱為UTAUT）為主要模型架構，同時將促銷活動與知覺風險構面納入考量，藉以探討影響消費者行為意圖之主要因素，並且以性別為調節變項，檢視UTAUT構面、促銷活動與知覺風險對於行為意圖之影響是否呈現性別上之差異。第二部分則從影響行為意圖的因素中，進一步探討其是否亦為消費者選擇不同行動支付平台之決定因子。
Along with the continuously increasing trend of the global mobile payment in recent years, Financial Supervisory Commission proposed the “Mobile Payment Ratio Double in Five Years” plan in 2015 and set a goal of 90% mobile payment penetration rate in 2025. Under the phenomenon of current popularity of global mobile payment and support from public sectors and policy, there are much more firms gradually and ambiguously entering the mobile payment-related market. The critical and crucial role that mobile payment plays in the future can be witnessed under these growing developments.
Firstly, this research will set the unified theory of acceptance and use of technology (UTAUT) as the main model structure. Meanwhile take the promotion activities and perceived risk into consideration so that to discuss the main influenced factor of consumer behavior and decision and also take gender as the moderator in order to inspect whether UTAUT, promotion activities and cognitive risk has gender difference. Secondly, further discussing the main factors that influence the customer behavior on choosing different mobile payment platform among the influenced behavioral factors.
This research was supported by issuing online questionnaire and collected 300 effective samples in total. The result reveals that gender difference has modified effect on promotional, financial, privacy risky, performance and time risky aspects. However, the UTAUT, psychological and social risk perspectives have not prominently effects on customer behavior and decision while promotional, financial, privacy risky and time risky aspects have outstanding impact on customer behavior and decision. Furthermore, the research result also indicates that the factors of customer decision on mobile payment platform are generally different. The factor aspect does not only reveal the consideration that customer’s decision on mobile payment platform but also point out the potential problems that payment platform should pay attention to. In overall, every mobile payment platform should positively and wisely modify the possible factors that may impact user decision. For example, diminishing user’s perceived risky doubt, optimizing user experience, design and layout, etc. Competitor is forced to upgrade their mobile payment platform’s amenity and reinforce their product position in order to overwhelm in such a competitive market.
|Appears in Collections:||農業經濟學系|
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