Behavior Intention of Retailers’ Mobile Payment with A Brand Extension Perspective

Abstract

In 2015 the government’s national agenda was to expand digital payments Following the regulation on removing third-party payment the market of mobile payment in Taiwan has become more popular and many service providers in a variety of channels are trying to conquer their place in this competitive market With a lot of discounts and other incentives offered by the service providers the usage rate of mobile payment is fast-increasing In recent years many retail channels started to develop their own mobile payments Therefore it is important to know the factors influencing consumers’ behavior intention The research is mainly discussing how retail channels such as convenience stores and supermarkets develop their own mobile payment systems by brand extensions The technology acceptance model will be combined with my research model By brand extensions the retail channels can reduce their risk of entering a new market and increase the acceptance and usage rate of the mobile payments The study delivers an online survey to those who have experiences in using mobile payments The theorical framework is as below H1: Perceived fit will positively affect evaluation of brand extension H2: Perceived quality will positively affect evaluation of brand extension H3: Brand affect will positively affect evaluation of brand extension H4: Evaluation of brand extension will positively affect behavior intention H5: Evaluation of brand extension and behavior intention is moderated positively by the attitude toward usage As a result a total of 456 questionnaires were received among which 385 have been considered as valid Reliability and Validity analysis have been leveraged for statistics processing The result finds that the data is stable and consistent Moreover linear regression analysis has been used to test how perceived fit perceived quality and brand affect influence evaluation of brand extension and further affect the behavior intention for mobile payment owned by retailer’s channel The result is as below: 1 Perceived fit and brand affect will positively affect evaluation of brand extension 2 Perceived quality won’t affect evaluation of brand extension 3 Evaluation of brand extension will positively affect behavior intention 4 Evaluation of brand extension and behavior intention is moderated negatively by the attitude toward usage

Date of Award	2020
Original language	English
Supervisor	Shao-Chi Chang (Supervisor)