本研究旨在探討X、Y與Z世代消費者對於行動支付的使用意圖之差別，與快樂對於其使用意圖的影響。本研究為了深入解釋不同世代的消費者對於行動支付的使用意圖之差異，因此採用質性研究中的個案研究法作為本研究的研究方法，並透過半結構式的訪談，進一步釐清不同世代的消費者使用行動支付的動機與體驗，以及快樂之於行動支付，對消費者使用習慣的影響。研究結果顯示，不同世代的消費者會因為接收資訊的來源、對於新科技的接受程度與使用行動支付前後的期望之差異，進而造成使用意圖的差異。另外，使用行動支付時所帶來的消費快感也會讓消費者繼續使用行動支付的意願提升。

This study aims to explore the differences in intentions of using mobile payments among consumers from Generation X, Y and Z, and the impact of happiness on their intentions. To better analyze the differences in the intentions of consumers from different generations for mobile payments, this study adopts case study method in qualitative research and uses semi-structured interviews to further clarify the differences between consumers of different generations, including the motivations and experiences of using mobile payment, as well as the impact of happiness on consumers’ usage patterns. The results from this research show that consumers of different generations have different intentions because of differences in the sources of information they receive, their acceptance of new technologies, and the differences in their expectations before versus after using mobile payments. In addition, the pleasure of paying brought by using mobile payments also increases consumers' willingness to continue using mobile payments.

Thesis Validation Letter iii
Acknowledgement iv
中文摘要 v
Abstract vi
Chapter 1: Introduction 1
1.1 Research Background 1
1.2 Research Objective 2
1.3 The Structure of this Thesis 2
Chapter 2: Literature Review 4
2.1 Dominant Design 4
2.2 The Nature and Typology of Innovation 5
2.3 Network Effects and Platform Strategy 7
2.4 Competitive Advantage 12
2.5 Network Externalities 14
2.6 Push-Pull Mooring Theory and Social-Affective-Cognitive Factors 15
2.7 The Generational Cohort Theory 16
2.8 Pleasure of Paying 18
Chapter 3: Research Methodology 20
3.1 Research Design 20
3.2 Data Collection 22
Chapter 4: Research Results 27
4.1 Mobile Payments 27
4.2 Research Results and Analysis 28
Chapter 5: Conclusions and Implications 43
5.1 Conclusions 43
5.2 Contributions to Theoretical and Practical Knowledge 44
5.3 Implications and Future Research 44
References 46
Appendix 53

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