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| Title: | 個人行動支付成熟度模式之建構與探討
Constructing and Exploring of Personal Mobile Payment Maturity Model |
| Authors: | 傅雯婷
Poh, Man-Teng |
| Contributors: | 洪為璽
Hung, Wei-Hsi
傅雯婷
Poh, Man-Teng |
| Keywords: | 行動支付
成熟度
促進因素
阻礙因素
Mobile Payment
Maturity Model
Enablers
Inhibitors |
| Date: | 2019 |
| Issue Date: | 2019-08-07 17:13:41 (UTC+8) |
| Abstract: | 行動支付已成為一項未來科技應用的重要趨勢，各國政府及業者都在積極的推廣行動支付，造成全球行動支付交易的蓬勃發展。台灣消費者對於行動支付的接受度近年已逐漸提高，但要達到高使用成熟度卻仍有一段距離。本研究目的在於探討與建構個人行動支付成熟度模式，經由文獻回顧與分析，定義了六項成熟度構面，並透過後續研究進行資料收集與分析。本研究共進行兩輪深度訪談，合計共30人，分別建構成熟度模式及找出成熟度層級間的促進及阻礙因素。最後本研究發現行動支付成熟度使用者主要可被分為三類：低成熟度使用者，著重於行動支付的易用程度；中階成熟度使用者，著重於行動支付優惠；最高成熟度使用者，著重於行動支付帶來的便利性。另外本研究也發現，每個類別都分別有促進與阻礙的因素，促進行動支付使用者的發展因素分別有知覺成本、知覺有用性、使用誘因、便利性及知覺易用性，而阻礙行動支付使用者發展的因素有知識限制、經濟障礙、資安問題、技術實用性、新技術採用的習慣性、缺乏標準、推廣資訊不足、使用障礙及需求性不足。在實務貢獻方面，本研究的結論可共行動支付業者作為參考，亦可作為學術界未來對於行動支付相關研究之參考。
Mobile Payment has become an important trend in the use of technology in the future. Governments and businesses are actively promoting mobile payments, which has led to the growing body of global mobile payment transactions. The acceptance of mobile payment by Taiwanese consumers has gradually increased in recent years, yet there is still a long way to reach high maturity. The purpose of this study is to explore and construct a maturity model of personal mobile payment. Through a series of literature review and analysis, six maturity profiles are defined. The data collections and analyses were conducted through follow-up studies. In this study, two rounds of in-depth interciews were carried out with 30 interviewees, to develop the maturity model and identify the enablers and inhibitors for increasing the level across different maturity levels. Finally, this study found that mobile payment maturity users can be divided into three categories: low maturity users, focusing on the ease of use of mobile payments; mid-level maturity users, focusing on promotion offers of mobile payment; the highest maturity users, focusing on the convenience of mobile payment. Each category has its own enablers and inhibitors. The enablers are are perceived cost, perceived usefulness, use incentives, convenience, and perceived ease of use. The inhibitors that hinder the development of mobile payment users are knowledge restrictions, economic obstacles, security issues, technical applicability, habits of new technology adoption, lack of standards, insufficient promotion information, use barriers and lack of demand. In terms of practical contributions, the conclusion of this study provides suggestions for mobile payment businesses, and also serve as a foundation for future research on mobile payment in the academic field. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363117 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363117 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900413 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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