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研究生： 黃婉晴
Huang, Wan-Ching
論文名稱： 台灣消費者採用行動支付之動機研究
Understanding Taiwanese Consumers' Motivation to Adopt Mobile Payments.
指導教授： 王慕容
Stanworth, James O.
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2024
畢業學年度： 112
語文別： 英文
論文頁數： 85
中文關鍵詞： 行動支付 、動機 、趨避因素 、接受
外文關鍵詞： Mobile Payments, Motivation, Approach and Avoid Stimuli, Adoption
相關次數： 點閱：63  下載：14 
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    • 既有文獻針對受東方文化影響之行動支付使用者的採用動機研究十分有限，且主要僅集中在中國， 故本研究使用質性研究方法中的紮根理論來進行資料蒐集與解析。本研究目的在於探索並解釋臺灣消費者採用行動支付的趨避因素，通過特定選樣進行一對一的深度訪談，研究樣本總計共15名受訪者，分別來自五個不同職業背景、年齡範圍均在18到65歲之間，且有使用過至少一種行動支付者。研究發現，使受訪者傾向採用行動支付的促進因子包含：正面的品牌形象、來自他人的正向影響及評價、愉快的註冊和用戶體驗、有感的優惠方案與附加價值服務。而使受訪者趨向避免採用行動支付的促進因子則包含：負面的品牌形象、來自他人的負面影響及評價、無感的優惠方案與不安或不愉快的用戶體驗。研究結果顯示，趨動台灣消費者接受並採用行動支付的核心因素是，當行動支付的應用場景能夠實際貼合台灣消費者的日常生活時，台灣消費者才會真正接受並使用行動支付。也意味著，行動支付將會深入台灣人的生活，而台灣人的支付習慣也因此而改變。

    As research exploring the adoption of mobile payments in Eastern culture is very limited, and largely focus on China. Therefore, I conducted qualitative research by using one-on-one in-depth interviews based on the method of grounded theory. Through purposive sampling I selected 15 respondents that are from five different backgrounds with limitation of age range from 18~65 years old. The purpose of this research is to explore the approach and avoid stimuli which explain Taiwanese consumers’ adoption of mobile payments. The finding shows that positive social image, positive influence of others, pleasant experiences of registration and learning, good discount polices and create additional values are the stimuli that can effectively motivating interviewees to approach using mobile payments. In contrast, negative review of social image, negative influence of others, poor discount policies, and uncertain or unpleasant user experiences will drive them away from adopting. The core categories that lead mobile payments into the practical adoption is when mobile payments application scenarios perfectly fit in Taiwanese everyday activities. In which means that Taiwanese established a new guanxi with mobile payments, and their paying habits are changed by it.

    ABSTRACT I 中文摘要 II ACKNOWLEDGEMENTS III TABLE OF CONTENTS IV LIST OF TABLES VII LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 CHAPTER TWO LITERATURE REVIEW 3 2.1 Technology Adoption. 3 2.1.1 The Adoption Theory. 3 2.1.2 Technology Readiness Index (TRI). 4 2.2 Technology Bounded by Culture. 4 2.2.1 The Concept of Culture. 4 2.2.2 The Idea of Culture-Technology Fit. 5 2.3 Definition of Mobile Payment Technology. 7 2.4 Understanding Chinese Culture. 8 2.4.1 Chinese Cultural Values. 8 2.4.2 Methodological Relationalism. 9 2.4.3 The Chinese Concepts of Guanxi. 10 2.4.4 Chinese Concept of Mien-Tsu. 10 2.5 Chinese Consumers and their Adoption of Mobile Payment. 11 2.5.1 The History of Development of Money. 11 2.5.2 The Adoption of Automated Teller Machine in Taiwan. 14 2.5.3 Taiwanese Attitude Towards Credit Cards and Cash. 16 2.5.4 Other Countries Attitude Towards Credit Cards and Cash. 18 2.5.5 Introduction of Electronic Payment Institution and Stored Value Cards in Taiwan. 19 2.5.6 Analysis of Taiwan’s Current Payment Environment and The Related Statistics Collection Data. 21 2.6 Approach and Avoidance Motivation and Ying Yang. 24 2.6.1 Approach and Avoidance Motivation. 24 2.6.2 Two Poles (Ying-Yang) and Naïve Dialecticism. 24 2.6.3 Parallels Between Approach-Avoidance and Ying-Yang. 26 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28 3.1 Criteria of Sample Design. 28 3.2 Sampling Process. 31 3.3 Data Collection Process. 32 3.4 Analysis Processes. 37 3.4.1 Open Coding. 38 3.4.2 Axial Coding. 38 3.4.3 Selective Coding. 39 CHAPTER FOUR FINDINGS 41 4.1 Sense of Belonging. 41 4.1.1 Social Image. 41 4.1.2 Influence of Others. 43 4.1.3 Personal Measurement. 51 4.2 A Good Guanxi. 55 4.2.1 Discount Policies and Price Sensitivity. 56 4.2.2 Accustomed and Fit-in. 58 4.2.3 The Influence of Failure Experiences. 62 4.2.4 The Comparison of Instrumental Values. 63 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 69 5.1 Conclusion. 69 5.2 Limitations. 71 REFERENCES 72

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