The Study of Applying the TAM Model with Perceived Risk on Consumer’s Behavioral Intention to Use NFC (Near Field Communication) Mobile Payment in Taipei City
|關鍵字:||行動支付;科技接受模型;理性行為理論;創新擴散理論;知覺風險;使用意圖;NFC;Mobile Payment;Technology Acceptance Model;Theory of Reasoned Action;Innovation Diffusion Theory;Perceived Risk;Behavioral Intentions;NFC|
(3) 台北市消費者的「人口統計變數」對 「使用意圖」有顯著相關。|
The revolution of information technology with the business model of E-commerce has brought the age of virtual trading channel to reality, and will likely to be developing into a prosperously versatile diversity. The prevalence of smart mobile devices, moreover, triggered off an apparent transformation from E-commerce to M-commerce. While statistical research supplied by MIS reveals the fact that 57.1% of domestic consumers with mobile phones, in the past one year, has at least once involved in mobile payment behavior. Evident is the fact that the poll illustrated a irrefutably large potential of M-commerce. It is much likely that the off-line payment ecosystem, in some aspects, will gradually be replaced by on-line payment in the foreseeable future and the trend of mobile payment is inevitable. The study, through the Technology Acceptance Model, is mainly aimed to research the consumer’s behavioral intentions of mobile payment, and of “theory of reasoned action”, “Innovation Diffusion Theory” and “Perceived Risk”also constitute the frame work structure of the research. Four risk factors, “security and safety risk”,” time risk”, “financial risk” and “performance risk”, all among “perceived risk”, are respectively discussed and analyzed. With regard to E-payment policies and strategy plans,the study faithfully hopes the results may give reasonable suggestions to government and related organizations. A total of 467 questionnaires were collected through web-survey of which 78 respondents either incompletely answered or were of no intension for M-payment (NFC), valid samples are 389 and reached the effective response rate of 83.29%. The sorted responses were statistically analyzed, by software SPSS, through factor analysis, independent sample t-tast, ANOVA and regression analysis. The concluded of the study are summarized as follow: (1) “Perceived Usefulness”, “Perceived Ease of use”, “Subjective norm” and “ Compatibility” will all place a positive impact on “Behavioral Intentions” (2) Among “Perceived Risk”, which is significantly related to “Behavioral Intentions”, “Security and Safety risk” forms the most dominant risk factor when considering the adoption of NFC- mobile payment system. (3) “Behavioral Intentions” has sharp relation with various “Demographic Variances”for concerns in Taipei City.
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