Development strategy of service innovation: Near Field Communication system application

Abstract

The research applies the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) to develop the conceptual framework and then discusses consumer attitudes and adoption behaviours with regard to NFC mobile payment system applications. Research results verify that specific factors of the TAM model and ID theory model could positively affect the NFC services adoption attitude of consumers. Furthermore, when consumers have good adoption attitudes toward innovation technology, then consumers' adoption behaviour with regard to the NFC mobile payment system will be effectively improved.