Using AHP to Explore University Students’ Intention to Adopt Mobile Payments Based on UTAUT
DOI:
https://doi.org/10.47747/fmiic.v1i3.3635Abstract
Taiwan promoted digital economic growth, and in 2017, it was expected that mobile payment penetration would reach 90% by 2025; however, a field investigation found room for improvement in the payment environment in the commercial areas surrounding the campus. This study aims to investigate the key decision factors influencing undergraduate students' choice of mobile payment tools, providing a reference for merchants' future system implementation. The research targets students at University A in Yunlin and uses a two-stage research design. The first-stage questionnaire surveyed 60 mobile payments users, from which five core users with more than 10 uses per week were selected to complete the second-stage Analytic Hierarchy Process (AHP) questionnaire using the Unified Theory of Acceptance and Use of Technology (UTAUT) scale. The research framework covers five dimensions: effort expectancy, performance expectancy, intrinsic motivation, social influence, and perceived security. Empirical results show that among the five dimensions influencing mobile payment choice, effort expectancy (0.362) has the highest weight, followed by performance expectancy (0.276) and perceived security (0.256). In detailed items, the top three overall weights are 'operation method is very easy' (0.198), 'very useful to me' (0.122), and 'personal data will not be leaked' (0.119). The findings show that university students' choice of mobile payments highly relies on instrumental value (ease of use, usefulness, security), and they place less emphasis on hedonic value (intrinsic motivation) and social expectations (social influence). Finally, based on the empirical analysis, this study offers managerial implications: for merchants in campus business districts and payment providers, optimizing the payment process and establishing an information security trust mechanism are critical strategies to improve adoption among youth.
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