อุปสรรคและตัวขับการยอมรับเทคโนโลยีเอ็นเอฟซีในการชำระค่าสินค้าผ่านโทรศัพท์เคลื่อนที่: กรณีศึกษาประเทศไทย
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ก.ค. 4, 2017
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เทคโนโลยีเอ็นเอฟซี การชำระค่าสินค้าผ่านโทรศัพท์เคลื่อนที่ การยอมรับเทคโนโลยี
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บทคัดย่อ
งานวิจัยนี้เป็นงานวิจัยเชิงปริมาณ ศึกษาเรื่องอุปสรรคและตัวขับการยอมรับเทคโนโลยีเอ็นเอฟซีในการชำระค่าสินค้าผ่านโทรศัพท์เคลื่อนที่ โดยประยุกต์ 2 ทฤษฎีหลัก ได้แก่ ทฤษฎีการต่อต้านนวัตกรรม เพื่อหาสาเหตุหลักของความล้มเหลวในการใช้นวัตกรรม และทฤษฎีการเผยแพร่นวัตกรรม ที่กล่าวถึงการรับรู้ของมนุษย์ต่อคุณลักษณะของนวัตกรรมที่มีผลต่อการยอมรับนวัตกรรมนั้นๆ การเก็บข้อมูลใช้การเก็บข้อมูลด้วยแบบสอบถามแบบกระดาษและแบบสอบถามออนไลน์ 200 ชุด กับกลุ่มตัวอย่างในเขตกรุงเทพและปริมณฑล ที่เป็นผู้ใช้โทรศัพท์เคลื่อนที่ที่มีเอ็นเอฟซี มีบัตรเครดิตหรือบัตรเดบิต และรู้จักแต่ไม่ใช้เทคโนโลยีเอ็นเอฟซีในการชำระค่าสินค้าผ่านโทรศัพท์เคลื่อนที่ ผลการวิจัยแสดงให้เห็นว่า ปัจจัยที่เป็นอุปสรรคต่อการยอมรับเทคโนโลยีเอ็นเอฟซีในการชำระค่าสินค้าผ่านโทรศัพท์เคลื่อนที่คือ อุปสรรคด้านความเสี่ยงและอุปสรรคด้านภาพลักษณ์ของเทคโนโลยีเอ็นเอฟซี ส่วนปัจจัยที่เป็นตัวขับต่อการยอมรับเทคโนโลยีเอ็นเอฟซีในการชำระค่าสินค้าผ่านโทรศัพท์เคลื่อนที่คือประโยชน์ในเชิงเปรียบเทียบและความไว้วางใจในการชำระค่าสินค้าด้วยเอ็นเอฟซี โดยความรู้ด้านการชำระเงินผ่านโทรศัพท์เคลื่อนที่ที่มีเอ็นเอฟซีมีอิทธิพลต่อประโยชน์ในเชิงเปรียบเทียบ และการรับประกันการชำระเงินผ่านช่องทางอิเล็กทรอนิกส์มีอิทธิพลต่อความไว้วางใจในการชำระค่าสินค้าด้วยเอ็นเอฟซี
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บทความวิจัย (Research article)
References
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14. Grau, E. (2007). Using factor analysis and Cronbach's alpha to ascertain relationships between questions of a dietary behavior questionnaire. Section on Survey Research Methods, 3104-3110.
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17. Hung, S., Ku, C. and Chang, C. (2003). Critical factors of WAP services adoption: an empirical study. Electronic Commerce Research and Applications, 2(1), 42-60.
18. Kapoor, K. K., Dwivedi, Y. K. and Williams, M. D. (2014). Conceptualising the role of innovation: Attributes for examining consumer adoption of mobile innovations. The Marketing Review, 14(4), 405-428.
19. Kim, G., Shin, B. and Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19(3), 283-311.
20. Kuisma, T., Laukkanen, T. and Hiltunen, M. (2007). Mapping the reasons for resistance to Internet banking: A means-end approach. International journal of information management, 27(2), 75-85.
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22. Laukkanen, T., Sinkkonen, S., Laukkanen, P. and Kivijarvi, M. (2008). Segmenting bank customers by resistance to mobile banking. International Journal of Mobile Communications, 6(3), 309-320.
23. Laukkanen, T., Sinkkonen, S., Kivijärvi, M. and Laukkanen, P. (2007). Innovation resistance among mature consumers. Journal of Consumer Marketing, 24(7), 419-427.
24. LEE, E. J., Lee, J. and Eastwood, D. (2003). A two-step estimation of consumer adoption of technology-based service innovations. Journal of Consumer Affairs, 37(2), 256-282.
25. Li, W. and Ping, L. (2009). Trust model to enhance security and interoperability of cloud environment Cloud Computing. In: Jaatun M.G., Zhao.
26. Li, H., Liu, Y. and Heikkila, J. (2014). Understanding the factors driving NFC-Enabled mobile payment adoption: An empirical investigation. in Proceedings of the 18th Pacific Asia Conference on Information Systems, PACIS 2014. Finland: University of Turku.
27. Lian, J., Liu, H. and Liu, I. (2012). Applying innovation resistance theory to understand user acceptance of online shopping: The moderating effect of different product types. Computer Technology and Application, 3(2), 188-193.
28. Lu, Y., Yang, S., Chau, P. Y. and Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information and management, 48(8), 393-403.
29. Luarn, P. and Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
30. Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. The Journal of Strategic Information Systems, 16(4), 413-432.
31. Maroofi, F., Kahrarian, F. and Dehghani, M. (2013). An investigation of initial trust in mobile banking. International Journal of Academic Research in Business and Social Sciences, 3(9), 394-403.
32. Marshall, D. (2011). The mobile payments and NFC landscape: A US perspective. Retrieved October 28, 2015, from https://www.securetechalliance.org/resources/pdf/Mobile_Payments_White_Paper_091611.pdf
33. McCloskey, D. W. (2006). The importance of ease of use, usefulness, and trust to online consumers: An examination of the technology acceptance model with older consumers. Journal of Organizational and End User Computing, 18(3), 47.
34. Mcknight, D. H., Carter, M., Thatcher, J. B. and Clay, P. F. (2011). Trust in a specific technology: An investigation of its components and measures. ACM Transactions on Management Information Systems (TMIS), 2(2), 12.
35. Ngarmyarn, A. (2011). As the result of Yamane formula. Business administration journal, 34(131), 46-60.
36. Ozdenizci, B., Coskun, V. and Ok, K. (2015). NFC internal: An indoor navigation system. Sensors, 15(4), 7571-7595.
37. Pavlou, P. A. and Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information systems research, 15(1), 37-59.
38. Peng, R., Xiong, L. and Yang, Z. (2012). Exploring tourist adoption of tourism mobile payment: An empirical analysis. Journal of theoretical and applied electronic commerce research, 7(1), 21-33.
39. Pham, T. T. T. and Ho, J. C. (Presented). (July 27-31, 2014). What are the core drivers in consumer adoption of NFC-based mobile payments? : A proposed research framework. in Management of Engineering and Technology (PICMET), 2014 Portland International Conference on (3041- 3047). Japan: Kanazawa.
40. Ram, S. and Sheth, J. N. (1989). Consumer resistance to innovations: the marketing problem and its solutions. Journal of Consumer Marketing, 6(2), 5-14.
41. Rogers, E. M. (1983). Difiusion of innovations (3nd ed.). New York: A Division of Macmillan Publishing.
42. Rogers, E. M. (1995). Diffusion of innovations. New York: Free Press.
43. Rogers, E. M. (2003). Elements of diffusion. Diffusion of innovations, 5(1), 1-38.
44. Rotter, J. B. (1971). Generalized expectancies for interpersonal trust. American psychologist, 26(5), 443-445.
45. Shin, D. (2010). Modeling the interaction of users and mobile payment system: Conceptual framework. International journal of human-computer interaction, 26(10), 917-940.
46. Srivastava, S. C., Chandra, S. and Theng, Y. (2010). Evaluating the role of trust in consumer adoption of mobile payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 561-588.
47. Stewart, K. J. (2003). Trust transfer on the World Wide Web. Organization science, 14(1), 5-17.
48. Teo, A., Cheah, C., Ooi, K. and Wong, J. C. (May 29-31, 2013). Why consumers resist mobile payment? A conceptual model. in Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management, TIIM (222-226). Phuket: Kasetsart Univetsity.
49. Thai Android Phone. (2010). Near Field Communication (NFC) innovation, short-range wireless communication technology. Retrieved November 28, 2015, from https://www.thaiandroidphone.com/thread-8515-1-1.html
50. ThailandExhibition. (2012). 17th Technology Exhibition of Card and Payments Asia. Retrieved November 28, 2015, from https://www.thailandexhibition.com/News/
51. Trakulchokesatiean, P. (2014). Statistics on Mobile Payment in America. Retrieved November 11, 2015, from https://thumbsup.in.th/2014/09/how-people-use-mobile-payments/
52. Wilasri, C. (2015). Study of barriers that affect to mobile payment acceptance: Bangkok. Master thesis M.S., Faculty of Commerce and Accountancy Thammasat University, Bangkok.
53. Wu, J. and Wang, S. (2005). What drives mobile commerce? : An empirical evaluation of the revised technology acceptance model. Information and management, 42(5), 719-729.
54. Yu, C., Li, C. and Chantatub, W. (2015). Analysis of consumer E-Lifestyles and their effects on consumer resistance to using mobile banking: Empirical surveys in Thailand and Taiwan. International Journal of Business and Information, 10(2), 198-225.
55. Zhou, T. (2014). An empirical examination of initial trust in mobile payment. Wireless personal communications, 77(2), 1519-1531.
2. Al-Somali, S. A., Gholami, R. and Clegg, B. (2009). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 29(2), 130-141.
3. Amoroso, D. L. and Magnier, W. R. (2012). Building a research model for mobile wallet consumer adoption: the case of mobile Suica in Japan. Journal of theoretical and applied electronic commerce research, 7(1), 94-110.
4. Apple. (2014). Technical data of iPhone6. Retrieved November 11, 2015, from https://www.apple.com/th/iphone-6/specs/
5. Appsmart Magazine. (2015). LINE Pay Mobile Payments Platform, The number of candidates exceeds 1 million in Thailand. Retrieved November 28, 2015, from https://www.appsmart.in.th/?p=1831
6. Aripfan. (2014). Apple launches APPLE PAY payment system via Iphone 6 with Apple Watch with NFC technology. Retrieved November 11, 2015, from https://www.aripfan.com/apple-pay-nfc-iphone-apple-watch/
7. Bank of Thailand. (2013). Payment system report 2013. Retrieved November 25, 2015, from https://www.bot.or.th/Thai/PaymentSystems/Publication/ps_annually_report/AnnualReport/Payment_2013_T.pdf
8. Bank of Thailand. (2014). Role of non-banks in retail payments. Retrieved November 25, 2015, from https://www.bot.or.th/Thai/PaymentSystems/Publication/PS_Quarterly_Report/Payment%20Systems%20Insight/PS_Insight_2014Q4.pdf
9. Chen, K. Y. and Chang, M. L. (2013). User acceptance of ‘near field communication’ mobile phone service: an investigation based on the ‘unified theory of acceptance and use of technology’model. The Service Industries Journal, 33(6), 609-623.
10. Coskun, V., Ozdenizci, B. and Ok, K. (2015). The survey on near field communication. Sensors, 15(6), 13348-13405.
11. Dahlberg, T., Mallat, N., Ondrus, J. and Zmijewska, A. (2008). Past, present and future of mobile payments research: A literature review. Electronic Commerce Research and Applications, 7(2), 165-181.
12. Electronic Transactions Development Agency (Public Organization) Ministry of Information and Communication Technology. (2015). Thailand Internet User Profile 2015. Retrieved November 28, 2015, from https://www.etda.or.th/publishing-detail/thailand-internet-user-profile-2015.html
13. Golembiewski, R. T. and McConkie, M. (1975). The centrality of interpersonal trust in group processes. Theories of group processes, 131(1), 131-185.
14. Grau, E. (2007). Using factor analysis and Cronbach's alpha to ascertain relationships between questions of a dietary behavior questionnaire. Section on Survey Research Methods, 3104-3110.
15. Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Englewood Cliffs: Pearson.
16. Hanafizadeh, P. and Khedmatgozar, H. R. (2012). The mediating role of the dimensions of the perceived risk in the effect of customers’ awareness on the adoption of internet banking in Iran. Electronic Commerce Research, 12(2), 151-175.
17. Hung, S., Ku, C. and Chang, C. (2003). Critical factors of WAP services adoption: an empirical study. Electronic Commerce Research and Applications, 2(1), 42-60.
18. Kapoor, K. K., Dwivedi, Y. K. and Williams, M. D. (2014). Conceptualising the role of innovation: Attributes for examining consumer adoption of mobile innovations. The Marketing Review, 14(4), 405-428.
19. Kim, G., Shin, B. and Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19(3), 283-311.
20. Kuisma, T., Laukkanen, T. and Hiltunen, M. (2007). Mapping the reasons for resistance to Internet banking: A means-end approach. International journal of information management, 27(2), 75-85.
21. Laukkanen, T., Sinkkonen, S. and Laukkanen, P. (2009). Communication strategies to overcome functional and psychological resistance to Internet banking. International journal of information management, 29(2), 111-118.
22. Laukkanen, T., Sinkkonen, S., Laukkanen, P. and Kivijarvi, M. (2008). Segmenting bank customers by resistance to mobile banking. International Journal of Mobile Communications, 6(3), 309-320.
23. Laukkanen, T., Sinkkonen, S., Kivijärvi, M. and Laukkanen, P. (2007). Innovation resistance among mature consumers. Journal of Consumer Marketing, 24(7), 419-427.
24. LEE, E. J., Lee, J. and Eastwood, D. (2003). A two-step estimation of consumer adoption of technology-based service innovations. Journal of Consumer Affairs, 37(2), 256-282.
25. Li, W. and Ping, L. (2009). Trust model to enhance security and interoperability of cloud environment Cloud Computing. In: Jaatun M.G., Zhao.
26. Li, H., Liu, Y. and Heikkila, J. (2014). Understanding the factors driving NFC-Enabled mobile payment adoption: An empirical investigation. in Proceedings of the 18th Pacific Asia Conference on Information Systems, PACIS 2014. Finland: University of Turku.
27. Lian, J., Liu, H. and Liu, I. (2012). Applying innovation resistance theory to understand user acceptance of online shopping: The moderating effect of different product types. Computer Technology and Application, 3(2), 188-193.
28. Lu, Y., Yang, S., Chau, P. Y. and Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information and management, 48(8), 393-403.
29. Luarn, P. and Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
30. Mallat, N. (2007). Exploring consumer adoption of mobile payments–A qualitative study. The Journal of Strategic Information Systems, 16(4), 413-432.
31. Maroofi, F., Kahrarian, F. and Dehghani, M. (2013). An investigation of initial trust in mobile banking. International Journal of Academic Research in Business and Social Sciences, 3(9), 394-403.
32. Marshall, D. (2011). The mobile payments and NFC landscape: A US perspective. Retrieved October 28, 2015, from https://www.securetechalliance.org/resources/pdf/Mobile_Payments_White_Paper_091611.pdf
33. McCloskey, D. W. (2006). The importance of ease of use, usefulness, and trust to online consumers: An examination of the technology acceptance model with older consumers. Journal of Organizational and End User Computing, 18(3), 47.
34. Mcknight, D. H., Carter, M., Thatcher, J. B. and Clay, P. F. (2011). Trust in a specific technology: An investigation of its components and measures. ACM Transactions on Management Information Systems (TMIS), 2(2), 12.
35. Ngarmyarn, A. (2011). As the result of Yamane formula. Business administration journal, 34(131), 46-60.
36. Ozdenizci, B., Coskun, V. and Ok, K. (2015). NFC internal: An indoor navigation system. Sensors, 15(4), 7571-7595.
37. Pavlou, P. A. and Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information systems research, 15(1), 37-59.
38. Peng, R., Xiong, L. and Yang, Z. (2012). Exploring tourist adoption of tourism mobile payment: An empirical analysis. Journal of theoretical and applied electronic commerce research, 7(1), 21-33.
39. Pham, T. T. T. and Ho, J. C. (Presented). (July 27-31, 2014). What are the core drivers in consumer adoption of NFC-based mobile payments? : A proposed research framework. in Management of Engineering and Technology (PICMET), 2014 Portland International Conference on (3041- 3047). Japan: Kanazawa.
40. Ram, S. and Sheth, J. N. (1989). Consumer resistance to innovations: the marketing problem and its solutions. Journal of Consumer Marketing, 6(2), 5-14.
41. Rogers, E. M. (1983). Difiusion of innovations (3nd ed.). New York: A Division of Macmillan Publishing.
42. Rogers, E. M. (1995). Diffusion of innovations. New York: Free Press.
43. Rogers, E. M. (2003). Elements of diffusion. Diffusion of innovations, 5(1), 1-38.
44. Rotter, J. B. (1971). Generalized expectancies for interpersonal trust. American psychologist, 26(5), 443-445.
45. Shin, D. (2010). Modeling the interaction of users and mobile payment system: Conceptual framework. International journal of human-computer interaction, 26(10), 917-940.
46. Srivastava, S. C., Chandra, S. and Theng, Y. (2010). Evaluating the role of trust in consumer adoption of mobile payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 561-588.
47. Stewart, K. J. (2003). Trust transfer on the World Wide Web. Organization science, 14(1), 5-17.
48. Teo, A., Cheah, C., Ooi, K. and Wong, J. C. (May 29-31, 2013). Why consumers resist mobile payment? A conceptual model. in Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management, TIIM (222-226). Phuket: Kasetsart Univetsity.
49. Thai Android Phone. (2010). Near Field Communication (NFC) innovation, short-range wireless communication technology. Retrieved November 28, 2015, from https://www.thaiandroidphone.com/thread-8515-1-1.html
50. ThailandExhibition. (2012). 17th Technology Exhibition of Card and Payments Asia. Retrieved November 28, 2015, from https://www.thailandexhibition.com/News/
51. Trakulchokesatiean, P. (2014). Statistics on Mobile Payment in America. Retrieved November 11, 2015, from https://thumbsup.in.th/2014/09/how-people-use-mobile-payments/
52. Wilasri, C. (2015). Study of barriers that affect to mobile payment acceptance: Bangkok. Master thesis M.S., Faculty of Commerce and Accountancy Thammasat University, Bangkok.
53. Wu, J. and Wang, S. (2005). What drives mobile commerce? : An empirical evaluation of the revised technology acceptance model. Information and management, 42(5), 719-729.
54. Yu, C., Li, C. and Chantatub, W. (2015). Analysis of consumer E-Lifestyles and their effects on consumer resistance to using mobile banking: Empirical surveys in Thailand and Taiwan. International Journal of Business and Information, 10(2), 198-225.
55. Zhou, T. (2014). An empirical examination of initial trust in mobile payment. Wireless personal communications, 77(2), 1519-1531.