The Influence of Innovation Resistance and Subjective Norms on the Adoption of Mobile Payment in Taiwan's Traditional Business Districts

Abstract

The popularity of the Internet and smartphones has led to the rapid development of mobile payment. Because of its fast, convenient and contact-free characteristics, it has accelerated the utilization rate of mobile payment in the context of the raging of COVID-19. Even so, merchants in traditional business circles in Taiwan still do not provide mobile payment services. Secondly, most of the current literature on mobile payment is still discussing the usage behavior of consumers, and there are few related researches on merchants. Therefore, this study takes merchants in the Dadaocheng business district of Taipei City as the research object, and explores the influence of subjective norms on the introduction of mobile payment by traditional merchants through one-to-one interviews. The research result is that the handling fee will increase the operating cost, affect the profit of the store, and become the main obstacle to the implementation. However, merchants will pay attention to the use of mobile payment by surrounding stores, and will affect the decision of store A as to whether to install.