Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/140596
|
| Title: | 行動支付品牌轉換因素之探討
Determinants of Brand Switch in Mobile Payment |
| Authors: | 劉鎧瑄
Liu, Kai-Hsuan |
| Contributors: | 張欣綠
周致遠
Chang, Hsin-Lu
Chou, Chih-Yuan
劉鎧瑄
Liu, Kai-Hsuan |
| Keywords: | 行動支付
創新擴散理論
任務-技術匹配模型
相對優勢
轉換成本
品牌轉換
Mobile payment
Diffusion of innovation
Task-technology fit
Relative advantage
Switching cost
Brand switching |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:08:54 (UTC+8) |
| Abstract: | 隨著金融科技的進步，行動支付的使用變得越來越普及。許多銀行、社群軟體、或是手機品牌都推出了行動支付功能，藉此為用戶提供更便捷的服務。例如，Samsung於2020年起，在台灣正式與悠遊卡公司合作，推出交通支付功能，使用戶能直接使用相關設備搭乘大眾交通工具。然而，儘管台灣的移動支付品牌的數量很多，但根據研究顯示，台灣的行動支付用者往往只會選擇使用約一到四種支付品牌。因此，用戶之所以選擇從其他品牌轉向使用某個品牌，對於研究者與行動支付品牌而言，儼然成為一個重要的議題。
在本研究中，我們與知名的手機品牌 - Samsung合作，探討會導致用戶轉換行動支付品牌的因素為何。本論文所定義的品牌轉換，包括在短期內轉而使用特定品牌的暫時轉換。基於創新擴散理論和任務-技術匹配理論的概念，本研究建立了行動支付品牌轉換的研究模型，並透過資料分析該模型的顯著性。據研究結果顯示，相對優勢和轉換成本對品牌轉換意願有顯著影響，而使用地點與相對優勢的交互作用會顯著且正向地調節轉換意願。本研究結果可以加深我們對行動支付中，關於品牌轉換行為的理解，幫助包括Samsung在內的眾多行動支付品牌了解促使用戶轉換到使用其他品牌的原因，並能夠根據此研究結果優化現有服務，或推出新興服務，帶給消費者更加便利的生活。
With the progress of financial technology, mobile payment has become increasingly popular. Many banks, social software, and mobile phone brands have launched mobile payment functions to provide users with more convenient services. For example, Samsung attempted to cooperate with the Easy Card Company to launch transportation payment functions. However, despite the diversification of mobile payment brands, according to research, mobile payment users in Taiwan often choose to use only 1 to 4 payment brands. What drives users to choose a certain brand or switch from other brands to a certain brand has become a critical issue.
In this study, we cooperated with Samsung, a mobile phone brand, to examine the factors that lead users to switch their mobile payment brands. Our definition of brand switching includes the switch to use of a particular brand in a short period. We developed a research model based on the diffusion of innovation theory and the task–technology fit, and then conducted a field experiment and questionnaire collection to examine the model. The results of our research show that relative advantage and switching cost have a significant impact on brand switching intention, and location has a significant positive moderating effect on relative advantage and brand switching intention. The findings of this study can deepen our understanding of brand switching behavior in mobile payments, and help mobile payment brands such as Samsung understand the key factors that drive users to switch to other brands and optimize existing services or develop new ones. |
| Reference: | Financial Supervisory Commission R.O.C. (2015, May 03). 金管會已完成發布「電子支付機構管理條例」相關授權法規命令並自104年5月3日起受理申請案。Retrieved from: https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=201504300003&toolsflag=Y&dtable=News on April 16, 2021.
Samsung Newsroom Taiwan (2017, July 17). 能嗶能刷還能集點！Samsung Pay打造最全能便利行動支付平台。Retrieved from: https://news.samsung.com/tw/能嗶能刷還能集點！samsung-pay打造最全能便利行動支付平台on April 16, 2021.
Samsung Newsroom Taiwan (2019, April 17). 無所不Pay 暢行全台 Samsung Pay攜手悠遊卡 拓展多用途行動支付。Retrieved from: https://news.samsung.com/tw/無所不pay-暢行全台-samsung-pay攜手悠遊卡-拓展多用途行動支付 on April 16, 2021.
Samsung Newsroom Taiwan (2020, March 17). Samsung Pay悠遊卡全台首發 輕鬆暢遊與購物絕Pay！Retrieved from: https://news.samsung.com/tw/samsung-pay悠遊卡全台首發 輕鬆暢遊與購物絕pay！on April 16, 2021.
胡自立(2018)。數位支付：行動支付發展趨勢與應用分析。Retrieved from: https://mic.iii.org.tw/AISP/ChartS?docid=PPT1070907-2 on February 25, 2021.
胡自立(2020a)。行動支付2,500大調查-2020上半年。Retrieved from: https://mic.iii.org.tw/AISP/ChartS?docid=PPT1090616-2 on February 25, 2021.
胡自立(2020b)。行動支付2,500大調查-2020下半年（下）。Retrieved from: https://mic.iii.org.tw/AISP/ChartS?docid=PPT1091120-3 on February 25, 2021.
廖珈燕(2022a)。2021年行動支付5000大調查：用戶使用考量與挑戰。Retrieved from: https://mic.iii.org.tw/AISP/charts?docid=ppt1110125-2 on February 23, 2022.
廖珈燕(2022b)。2021行動支付大調查：整體認知與疫情意向。Retrieved from: https://mic.iii.org.tw/AISP/ChartS?docid=PPT1101125-5 on February 23, 2022.
趙珮晴, & 余民寧. (2018). 未來職業意圖受 [情境] 影響? 以社會認知生涯理論分析 TIMSS 2011 年數學資料. 教育科學研究期刊, 63(3), 231-255.
Au, Y. A., & Kauffman, R. J. (2008). The economics of mobile payments: Understanding stakeholder issues for an emerging financial technology application. Electronic Commerce Research and Applications, 7(2), 141-164.
Afthanorhan, W. M. A. B. W. (2014). Hierarchical component using reflective-formative measurement model in partial least square structural equation modeling (Pls-Sem). International Journal of Mathematics, 2(2), 33-49.
Arvidsson, N. (2014). Consumer attitudes on mobile payment services–results from a proof of concept test. International Journal of Bank Marketing, 32(2), 150-170.
Appiah, D., Ozuem, W., Howell, K. E., & Lancaster, G. (2019). Brand switching and consumer identification with brands in the smartphones industry. Journal of Consumer Behaviour, 18(6), 463-473.
Bass, F. M., Pessemier, E. A., & Lehmann, D. R. (1972). An experimental study of relationships between attitudes, brand preference, and choice. Behavioral Science, 17(6), 532-541.
Barclay, D. W., Higgins, C. A., & Thompson, R. (1995). The partial least squares approach to causal modeling: personal computer adoption and use as illustration. Technology Studies, 2(2), 285–309.
Berné, C., Múgica, J. M., & Yagüe, M. J. (2001). The effect of variety-seeking on customer retention in services. Journal of Retailing and Consumer Services, 8(6), 335-345.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1-17.
Bauer, H. H., Reichardt, T., Barnes, S. J., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181-192.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique for service innovation. California Management Review, 50(3), 66-94.
Bhattacherjee, A., Limayem, M., & Cheung, C. M. (2012). User switching of information technology: A theoretical synthesis and empirical test. Information & Management, 49(7), 327-333.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
Choudhury, V., & Karahanna, E. (2008). The relative advantage of electronic channels: a multidimensional view. MIS Quarterly, 32(1), 179-200.
Chandra, S., Srivastava, S. C., & Theng, Y. L. (2010). Evaluating the role of trust in consumer adoption of mobile payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 561-588.
Cheng, Q., Du, R., & Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as based on visitor perception. Current Issues in Tourism, 19(14), 1425-1446.
Cao, X., Yu, L., Liu, Z., Gong, M., & Adeel, L. (2018). Understanding mobile payment users’ continuance intention: a trust transfer perspective. Internet Research, 28(2), 456–476.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Dahlberg, T., Guo, J., & Ondrus, J. (2015). A critical review of mobile payment research. Electronic Commerce Research and Applications, 14(5), 265-284.
De Kerviler, G., Demoulin, N. T., & Zidda, P. (2016). Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?. Journal of Retailing and Consumer Services, 31, 334-344.
Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, 80, 218-227.
Dey, B. L., Balmer, J. M., Pandit, A., & Saren, M. (2018). Selfie appropriation by young British South Asian adults: reifying, endorsing and reinforcing dual cultural identity in social media. Information Technology & People, 31(2), 482-506.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
Givon, M. (1984). Variety seeking through brand switching. Marketing Science, 3(1), 1-22.
Goodhue, D. L., & Thompson, R. L. (1995). Task-technology fit and individual performance. MIS Quarterly, 19(2), 213-236.
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(7), 1-78.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Gao, L., & Waechter, K. A. (2017). Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation. Information Systems Frontiers, 19(3), 525-548.
Grigoriou, N., Majumdar, A., & Lie, L. (2018). Drivers of brand switching behavior in mobile telecommunications. Athens Journal of Mass Media and Communications, 4(1), 7-28.
Heinonen, K. (2004). Reconceptualizing customer perceived value: the value of time and place. Managing Service Quality, 14(2/3), 205-215.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): an emerging tool in business research. European Business Review, 26(2), 106–121.
Humbani, M., & Wiese, M. (2018). A cashless society for all: Determining consumers’ readiness to adopt mobile payment services. Journal of African Business, 18(4), 409-429.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, 55(6), 441-450.
Kahn, B. E. (1995). Consumer variety-seeking among goods and services: An integrative review. Journal of Retailing and Consumer Services, 2(3), 139-148.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.
Kini, R. B., & Thanarithiporn, S. (2004). Mobile commerce and electronic commerce in Thailand: a value space analysis. International Journal of Mobile Communications, 2(1), 22-37.
Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322.
Kesharwani, A., & Bisht, S. S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303-322.
Kang, J. (2018). Mobile payment in Fintech environment: trends, security challenges, and services. Human-Centric Computing and Information Sciences, 8(1), 1-16.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311.
Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
Lee, C. C., Cheng, H. K., & Cheng, H. H. (2007). An empirical study of mobile commerce in insurance industry: Task–technology fit and individual differences. Decision Support Systems, 43(1), 95-110.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146.
Lu, Y., Yang, S., Chau, P. Y., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & Management, 48(8), 393-403.
Liu, J., Kauffman, R. J., & Ma, D. (2015). Competition, cooperation, and regulation: Understanding the evolution of the mobile payments technology ecosystem. Electronic Commerce Research and Applications, 14(5), 372-391.
Limaj, E., & Bernroider, E. W. (2019). The roles of absorptive capacity and cultural balance for exploratory and exploitative innovation in SMEs. Journal of Business Research, 94, 137-153.
Lin, W. R., Lin, C. Y., & Ding, Y. H. (2020). Factors affecting the behavioral intention to adopt mobile payment: an empirical study in Taiwan. Mathematics, 8(10), 1851.
Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192-222.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems, 11(3-4), 297-323.
Mahatanankoon, P. (2007). The effects of personality traits and optimum stimulation level on text-messaging activities and m-commerce intention. International Journal of Electronic Commerce, 12(1), 7-30.
Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. Journal of Strategic Information Systems, 16(4), 413-432.
Michaelidou, N., & Dibb, S. (2009). Brand switching in clothing: the role of variety‐seeking drive and product category‐level characteristics. International Journal of Consumer Studies, 33(3), 322-326.
Meharia, P. (2012). Assurance on the reliability of mobile payment system and its effects on its’ use: an empirical examination. Accounting and Management Information Systems, 11(1), 97-111.
Nunnally, J. C. (1978). Psychometric Theory. (Second ed.) . New York: McGraw-Hill.
Obe, O. O., & Balogun, V. F. (2007). Practice, trends and challenges of mobile commerce in Nigeria. Information Technology Journal, 6(3), 448-456.
Ondrus, J., & Pigneur, Y. (2007). An assessment of NFC for future mobile payment systems. International Conference on the Management of Mobile Business (ICMB 2007), 43.
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404-414.
Ping, R.A. (1993), “The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect”, Journal of Retailing, 69(3), 320-352.
Plouffe, C. R., Hulland, J. S., & Vandenbosch, M. (2001). Richness versus parsimony in modeling technology adoption decisions—understanding merchant adoption of a smart card-based payment system. Information Systems Research, 12(2), 208-222.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Consumer Research, 7(3), 272-282.
Rogers, E. M. (1983). Diffusion of innovations. (third ed.), New York; Free Press; London: Collier Macmillan.
Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor`s comments: a critical look at the use of PLS-SEM in" MIS Quarterly". MIS Quarterly, 36(1), 3-14.
Shostack, G. L. (1982). How to design a service. European Journal of Marketing, 16(1), 49-63.
Sambandam, R., & Lord, K. R. (1995). Switching behavior in automobile markets: a consideration-sets model. Journal of the Academy of Marketing Science, 23(1), 57-65.
Shukla, P. (2004). Effect of product usage, satisfaction and involvement on brand switching behaviour. Asia Pacific Journal of Marketing and Logistics,16(4), 82-104.
Samsung Newsroom U.S. (2015, March 01). SAMSUNG Announces Samsung Pay, A Groundbreaking Mobile Payment Service. Retrieved from: https://news.samsung.com/us/samsung-announces-samsung-pay-a-groundbreaking-mobile-payment-service/ on September 10, 2021.
Saprikis, V. (2018, November 15-16). Examining behavioral intention towards social commerce: An empirical investigation in university students [Conference presentation]. The 32nd IBIMA Conference, Seville, Spain.
Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Journal of Electronic Commerce Research and Applications, 9(3), 209-216.
Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty. African Journal of Business Management, 5(30), 11899–11915.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418.
Shih, Y. Y., & Chen, C. Y. (2013). The study of behavioral intention for mobile commerce: via integrated model of TAM and TTF. Quality & Quantity, 47(2), 1009-1020.
Srivastava, K., & Sharma, N. K. (2013). Service quality, corporate brand image, and switching behavior: The mediating role of customer satisfaction and repurchase intention. Services Marketing Quarterly, 34(4), 274-291.
Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129-142.
Singh, S., & Rana, R. (2017). Study of consumer perception of digital payment mode. Journal of Internet Banking and Commerce, 22(3), 1-14.
Shao, Z., Zhang, L., Li, X., & Guo, Y. (2019). Antecedents of trust and continuance intention in mobile payment platforms: The moderating effect of gender. Electronic Commerce Research and Applications, 33, 100823.
Trijp, H. C. V., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category–level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281-292.
Tan, M., & Teo, T. S. (2000). Factors influencing the adoption of Internet banking. Journal of the Association for Information Systems, 1(5), 1-42.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
Williams, M. D. (2021). Social commerce and the mobile platform: Payment and security perceptions of potential users. Computers in Human Behavior, 115, 105557.
Wang, L., Luo, X. R., Yang, X., & Qiao, Z. (2019). Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications. Information & Management, 56(7), 103150.
Wong, K. H., Chang, H. H., & Yeh, C. H. (2019). The effects of consumption values and relational benefits on smartphone brand switching behavior. Information Technology & People, 32(1), 217–243.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Ye, C., Seo, D., Desouza, K. C., Sangareddy, S. P., & Jha, S. (2008). Influences of IT substitutes and user experience on post‐adoption user switching: An empirical investigation. Journal of the American Society for Information Science and Technology, 59(13), 2115-2132.
Yang, S., Lu, Y., Gupta, S., Cao, Y., & Zhang, R. (2012). Mobile payment services adoption across time: An empirical study of the effects of behavioral beliefs, social influences, and personal traits. Computers in Human Behavior, 28(1), 129-142.
Yang, Y., Liu, Y., Li, H., & Yu, B. (2015). Understanding perceived risks in mobile payment acceptance. Industrial Management & Data Systems, 115(2), 253–269.
Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760-767.
Zhao, L., Lu, Y., & Gupta, S. (2012). Disclosure intention of location-related information in location-based social network services. International Journal of Electronic Commerce, 16(4), 53-90.
Zhou, T. (2013). An empirical examination of continuance intention of mobile payment services. Decision Support Systems, 54(2), 1085-1091. |
| Description: | 碩士
國立政治大學
資訊管理學系
109356012 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109356012 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200618 |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 601201.pdf | 2029Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
