Mobile Payment Service Acceptance Behavior of Chinese Travelers

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify Chinese outbound travelers’ perceptions of overseas mobile payment use and to explore those implicit external factors which might have significant influences on their attitudes and acceptance behavior toward tourism mobile payment use. A survey was held with Chinese outbound tourists who are traveling in South Korea. The technology acceptance model (TAM) was employed and four extra concepts, perceived security, prior knowledge, facilitating conditions and social Influence, were added into the current study. Both exploratory and confirmatory factor analysis (CFA) and structural equation modeling (SEM) was utilized in the current study. Since the tourism-oriented mobile payment service still remains at a promotion stage, effective marketing strategies are needed to speed up the popularize this technology. Chinese outbound tourists who are currently traveling in South Korea were selected for the research. Results from the study first validated the conventional TAM model and proved the significant influences prior knowledge of destination mobile payment, social influence and facilitating conditions bring on Chinese tourist mobile payment adoption. The research verified the vital roles social influence, facilitating conditions and prior knowledge play in the acceptance behavior of Chinese outbound tourists in the context of tourism-oriented mobile payment. Not only academic findings, also there were managerial suggestions given as a reference for the development, implementation of tourism-oriented mobile payment service, and results from the current study are conceived to be helpful for other relative research in the similar fields.

목차 (Table of Contents)

• 1. Introduction 1
• 1.1 Background of Study 1
• 1.2 Purpose of Study 3
• 2. Literature Review 4
• 2.1 Mobile Payment 4
• 2.1.1 Definition of Mobile Payment 4
• 2.1.2 Characteristics of Mobile Payment 5
• 2.1.3 Current Status of Tourism Mobile Payment 6
• 2.2 Consumer Acceptance of Innovations 10
• 2.3 Chinese Tourists 12
• 2.4 Theoretical Background 15
• 2.4.1 Technology Acceptance Model(TAM) 15
• 2.4.2 External Variables 16
• 3. Research Model and Hypotheses 20
• 3.1 Research Model 20
• 3.2 Research Hypotheses 20
• 3.3 Operational Definitions of Variables 25
• 3.4 Sample and Data Collection 29
• 3.5 Questionnaire Development 29
• 4. Data Analysis and Result 31
• 4.1 Demographic Characteristics 31
• 4.2 Reliability and Validity of Measurement Model 33
• 4.2.1 Exploratory Factor Analysis 33
• 4.2.2 Confirmatory Factor Analysis 36
• 4.3 Structural Model 42
• 5. Conclusion 45
• 5.1 Discussion 46
• 5.2 Academic Contribution 48
• 5.3 Managerial Implication 49
• 5.4 Limitations and Future Research 50
• 6. References 52
• Appendix A. 65
• Appendix B. 71