陳文華臺灣大學:商學研究所張心穎Chang, Hsin-YingHsin-YingChang2010-06-012018-06-292010-06-012018-06-292008U0001-3007200813333100http://ntur.lib.ntu.edu.tw//handle/246246/184505在世界各地，許多不同的行動付款機制被測試或應用，在亞洲與歐洲的支付市場中這項發展趨勢尤其顯著。當各國行動付款的主要業者，包括電信公司、金融機構與第三方的獨立業者盡其所能的尋找消費者最適的行動付款方案時，卻少有研究專注於了解在各種不同的消費情境下，消費者對相異的行動付款機制的接受程度。本研究首先透過消費者的角度蒐集與整理於各國測試或正被推廣使用的行動付款機制，並且透過混合式聯合分析法，調查消費者在三種主要的消費情境下，對各種行動機制組合的接受程度，找出台灣消費者最願意接受機制的搭配組合。其中在有店員及無店員店鋪的消費情境下，近距離無線通訊技術(Near Field Communication, NFC)是目前台灣最能接受的行動付款技術。而在虛擬店鋪的情境下，似乎以行動網路為基礎的付款技術最能為台灣消費者所接納。同時，在三種情境下，無年費與交易手續費的付款設計最能讓消費者接受。Mobile payment schemes regarding different supporting technologies have been applied and tested in many markets around the world, especially in Asian and European countries. Major parties such as telecommunication operators, financial institutions, and independents in these areas are looking for schemes that are more acceptable than others in their markets. However, studies have not drawn much attention on comparing consumer acceptance of a variety of mobile payment schemes as a whole. Therefore, this research first describes and organizes payment schemes supported by market players around the globe. Then, by applying hybrid conjoint model, we conduct surveys of acceptance levels of different schemes in Taiwan regarding manned Point-of-Sale (POS), unmanned POS, and virtual POS scenarios. The consumer acceptance surveys give us insight about which mobile payment schemes would be more acceptable for consumers in Taiwan under these three consumption scenarios. The result indicates NFC (Near Field Communication) the most acceptable supporting technology for Taiwanese consumers in both the manned and the unmanned POS. As for in the virtual POS, consumers seem to prefer WAP-based schemes more than the others. Furthermore, consumers are most acceptable for no fixed and separate fees in these scenarios.Table of Content 試委員審定書III辭 IV文摘要 VHESIS ABSTRACT VIABLE OF CONTENT VIIABLES IXHAPTER 1: OVERVIEW 1.1 INTRODUCTION 1.2 STRUCTURE OF THE RESEARCH 3HAPTER 2 LITERATURE REVIEW 4.1 DEFINITION OF MOBILE PAYMENT 4.2 PROXIMITY PAYMENTS AND REMOTE PAYMENTS 4.3 TECHNOLOGY-RELATED CONSUMER ACCEPTANCE THEORIES 6.4 MAJOR ACTORS 8HAPTER 3: MOBILE PAYMENT SCHEMES 16.1 CHARACTERISTICS OF MOBILE PAYMENT SCHEMES 16.2 THE USER-CENTRIC CLASSIFYING MODEL (ZMIJEWSKA, LAWRENCE, & STEELE , 2004) 29HAPTER 4: MOBILE PAYMENT PROVIDERS 34.1 PAYBOX (IVR) 34.2 PAYPAL (WAP-BASED SCHEME) 35.3 MOBIPAY 35.4 I-MODE 36.5 VODAFONE M-PAY BILL 37.6 EMOME (STK AND USIM) 37.7 EMPS (DUAL CHIP) 38.8 MASTERCARD MOBILE WITH PAYPASS (THE NFC TRIAL IN TAIWAN) 39.9 VISA WAVE 39.10 POSTFINANCE (2D BARCODE AND SMS WAP PAYMENT SCHEME) 40.11 FAREASTONE, CHINA TELECOM, AND QMA (QR CODE) 40.12 PAIEMENT CB SUR MOBILE (DUAL SLOT) 41.13 SONERA MOBILE PAY 42HAPTER 5 RESEARCH FRAMEWORK AND METHODOLOGY 46.1 CONJOINT ANALYSIS 46.2 HYBRID MODEL OF CONJOINT ANALYSIS 47.3 QUESTIONNAIRE DESIGN 49.4 ORDERS OF QUESTIONS 54.5 DATA COLLECTION 56.6 APPLYING THE HYBRID MODEL 57HAPTER 6: SURVEY RESULTS 61.1 SCENARIO 1: MANNED POS 61.2 SCENARIO 2: UNMANNED POS 64.3 SCENARIO 3: VIRTUAL POS 67.4 RANKINGS 70HAPTER 7 CONCLUSIONS 73.1 CONSUMER ACCEPTANCE RESEARCH 73.2 DISCUSSIONS AND SUGGESTIONS 74.3 LIMITATIONS 78.4 SUGGESTIONS FOR FUTURE RESEARCH 79EFERENCES 81PPENDIXES 85PPENDIX 1: PREFERENCE OF EACH LEVEL 85PPENDIX 2: CONSUMER PROFILES 87PPENDIX 3.1: RANKINGS OF THE MANNED POS SCENARIO 91PPENDIX 3.2: RANKINGS OF THE UNMANNED POS SCENARIO 93PPENDIX 3.3: RANKINGS OF THE VIRTUAL POS SCENARIO 95PPENDIX 4.1: A SAMPLE QUESTIONNAIRE OF SCENARIO 1 98PPENDIX 4.2: A SAMPLE QUESTIONNAIRE OF SCENARIO 2 102PPENDIX 4.3: A SAMPLE QUESTIONNAIRE OF SCENARIO 3 106ablesABLE 1: A CLASSIFICATION FRAMEWORK OF MOBILE PAYMENT (ONDRUS AND PIGNEUR, 2006) 8ABLE 2: SUB-GOALS OF OBJECTIVE SECURITY (MERZ, 2002) 28ABLE 3: SECURITY LEVELS (SALVI & SAHAI, 2002) 29ABLE 4: PAYMENT SCHEME DESCRIPTIONS 43ABLE 5: MANNED POS 50ABLE 6: UNMANNED POS 51ABLE 7: VIRTUAL POS 52ABLE 8: ACCEPTANCE OF TRANSACTION BY CONSUMER 53ABLE 9: PAYMENT OCCURRENCE 53ABLE 10: REGISTRATION AND TRANSACTION COST 54ABLE 11: BRAND VISIBLE TO CONSUMER 54ABLE 12: DUMMY VARIABLES OF LEVELS 58ABLE 13: DUMMY VARIABLES OF ATTRIBUTE LEVELS 59ABLE 14: MODEL SUMMARY OF SCENARIO 1 62ABLE 15: ANOVA TABLE OF SCENARIO 1 62ABLE 16: COEFFICIENTS OF SCENARIO 1 62ABLE 17: SUMMARY OF SCENARIO 1 63ABLE 18: MODEL SUMMARY OF SCENARIO 2 65ABLE 19: ANOVA TABLE OF SCENARIO 2 66ABLE 20: COEFFICIENTS OF SCENARIO 2 66ABLE 21: SUMMARY OF SCENARIO 2 66ABLE 22: MODEL SUMMARY OF SCENARIO 3 68ABLE 23: ANOVA TABLE OF SCENARIO 3 69ABLE 24: COEFFICIENTS OF SCENARIO 3 69ABLE 25: SUMMARY OF SCENARIO 3 69application/pdf5040186 bytesapplication/pdfen-US行動付款機制行動付款情境消費者接受度近距離無線通訊技術聯合分析法mobile payment schemesmobile payment scenariosconsumer acceptanceNFCconjoint analysisthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184505/1/ntu-97-R94741057-1.pdf