The Impact of Promotion Mechanism on Consumer Adoption of Mobile Payment

Abstract

Today, due to the booming of internet and the popularity of mobile phones, transaction payment methods have become more diversified. The mobile payment involves very complex mechanism and many industries such as financial industry, information industry, telecommunications industry and service industry. Mobile payment has gradually affected consumer life and industry development. Many shops and restaurants have begun to provide related services. However, compared with other countries, Taiwan's mobile payment usage rate is low. In order to promote the development of new technology services, Taiwan government has launched many preferential policies and various promotion activities. The operators have also try to use different cash discount activities to increase usage of mobile payment and improve transaction efficiency. However, the cooperative banks and contracts of each mobile payment vendor are not the same, people may have doubts on mobile payment. How to use the suitable promotion method to influence the consumers' intention and behavior of using mobile payment be seen as an important issue. This study mainly uses a questionnaire survey to understand the transaction behavior of consumers using new technology. And it further explores the impact of promotion mechanism of mobile payment on consumers' intention and attitudes to mobile payment.