A study on consumers' behavior model to use electronic purse – applied to TAM model

Abstract

To elevate the efficiency of manual charge in stores and improve the conditions for rapid payment in coping with the mass numbers of consumers, the mechanism of payment in electronic purse featuring the functions of the smart card has been a main trend in Asia. Despite the potential effects to consumers with an introduction of such a mechanism of payment in electronic purse and the efforts from competent authorities for the promotion of such a mechanism, the rate for Taiwan consumer's use of electronic purse has fallen short of expectations. In view of this condition, this research aims to gain in-depth understanding of the factor's influencing consumer's intention to use electronic purse by taking the perspectives of Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) as the theoretical foundation. Taking Taiwan consumers as the samples to carry out the questionnaire surveys, findings of this research indicate the factors of consumer's using attitude (A) and subjective norms (SN) have shown significant positive influence on the behavior intention towards the mechanism of payment in electronic purse. Moreover, perceived usefulness (PU) and subjective norms (SN) shows significant positive influence on using attitude (A) towards the mechanism of payment in electronic purse; Perceive ease of use (PEOU) shows significant positive influence on the usefulness. Furthermore, Perceive ease of use (PEOU) will influence the using attitude (A) through perceived usefulness (PU). Implications for practitioners and suggestions for future research are also addressed in this study.