[雙語翻譯]移動支付外文翻譯—探索采用移動支付的消費者決策過程定性研究（原文）

1、 Electronic copy available at: https://ssrn.com/abstract=3009645 ISSN 0128-2603 © 2017 Global Academy of Training Financial Technology; Innovation-Decision Process; Mobile Payment Adoption; Technology Adoption.

2、JEL Classification: M15, M31. _______________________________________________________________________________________ 1. Introduction Mobile payment is one of the most innovative services that enabled consumers to use t

3、heir phones as wallets in various transactions (Dahlberg, Mallat, Ondrus, & Zmijewska, 2008). Billions of dollars have been invested in the development of mobile payment facilities by a number of companies worldwid

4、e with a significant profit yield (Yang, Lu, Gupta, Cao, & Zhang, 2012). Paypal (Wolfe, 2007) and Alipay (To & Lai, 2014) are two examples of successful mobile payment services that have generated tremendous pr

5、ofits. Some countries, such as Suica in Japan, have very high adoption rates of mobile payment services (Amoroso and Magnier-Watanabe, 2012). However, despite the advantages offered and the successful use of mobile pa

6、yment services worldwide, it’s uptake is somewhat slower in developing countries compared to in developed countries (Ewe & Yap, 2011). For example, in Indonesia, developing countries, consumers show a lack of famil

7、iarity and willingness to use mobile payment services (Mastercard, 2012). As a consequence, only 1% of total transactions in Indonesia are made by using mobile payment services (APJII and UI, 2015). Traditional * Paper

8、Info: Received: January 24, 2017 Accepted: June 28, 2017 * Corresponding author: E-mail: budi@staff.uajy.ac.id Affiliation: Faculty of Economics and Business, Universitas Atma Jaya Yogyakarta, Indonesia. Raden Agoeng B

9、himasta and Budi Suprapto 110 J. Mgt. Mkt. Review 2 (3) 108 – 115 (2017) Ahmed, Almotairi, Ullah, and Alam (2014) conducted a qualitative study on the adoption of mobile banking in Saudi Arabia using the TAM model as t

10、heir theoretical underpinning. In order to collect data, two focus- group discussions were conducted with different groups of people. The finding suggest that customers prefer to use m-banking products which are easy to

11、 use which gives them an advantage over other forms of payment. The results also conclude that consumers are also influenced by their own awareness and knowledge, risk, cost, and past experience. 3. Methodology In this

12、 study, a natural experimentation was conducted before the interviews with participants. The experiment enabled the researchers to capture the behavioral changes in consumers’ decision-making process. Thus, the finding

13、s provide a deep understanding on consumer behaviour towards the adoption of mobile payment options. This approach provides solid theoretical foundation to facilitate an understanding of the adoption of mobile payment

14、options which may practically help managers and marketers to understand the important influential factors when making decisions regarding the use of mobile payment services. The scenario of the experiment is based on t

15、he diffusion-innovation process (Rogers, 2003) that consists of five stages: knowledge, persuasion, decision, implementation, and confirmation. During the two-week experimentation, participants were required to complet

16、e several tasks. First, participants were required to collect information related to various mobile payment products (Knowledge stage). A list of mobile payment providers was given to the participants. Second, particip

17、ants were required to choose two mobile payment services that they would like to experiment (Persuasion and Decision stages). Finally, using the incentives given, participants were free to have transactions using those

18、 two preferred mobile payment products (Implementation stage). Participants were encouraged to conduct experiments with the mobile payments in several scenarios. In order to capture the data, in-depth interviews were

19、conducted. This was an appropriate method for this study as many open-ended questions were asked and relatively few people were involved in the study (Guion, Diehl, & McDonald, 2001). The use of in-depth interviews

20、 also allowed each participant to spend more time actively sharing their thoughts on how and why they decided to adopt particular mobile payments while also avoiding distractions or other dominating factors (Boyce &

21、; Neale, 2006). A total of six participants, who had never used any form of mobile payment previously, were voluntary recruited between the first week and second week of June 2016. A $40 gift was offered to each partic

22、ipant as an incentive. Two out of six participants were girls and the participants were aged between 25 and 30. Most of the participants were already familiar with either online banking or mobile banking. Typical trans

23、actions were conducted using either online or mobile banking including the payment of monthly bills, such as electricity and internet-cable, transfers to other account, e-commerce transactions, and payments for train a

24、nd air travel tickets. Each participant was interviewed individually at the end of August 2016. The time and place of the interviews were chosen by the individual participant, to ensure the comfort of the participants

25、. Each interview lasted for around 1 to 1.5 hours. With the permission of the participants, the interviews were audio-recorded to ensure that all of the important points were captured. The questions were open-ended in

26、nature in order to stimulate the participants to express various thoughts. Examples of questions asked include: “Why did you choose these mobile payment products?” and “What are some of the difficulties you faced when

27、using the mobile payment?”. The interview started with the introduction of the topic and its objectives. The rights and the responsibilities of the respondents were also communicated at the beginning. In addition, in t

28、he last week of January 2017, each participant was contacted again for another interview, in order to capture additional insight to their post-purchase behaviour regarding the adoption of mobile payment options. The r

29、esults of the interviews were then transcribed into a written format. The contents of the transcripts were analysed and similar lines were coded based on specific words, themes, or issues. (Braun & Clarke, 2006). T