臺灣博碩士論文加值系統

現今社會上，消費者不再只用現金做為支付工具，還有其他選擇，比如: 信用卡、悠遊卡、悠遊聯名卡。本研究旨在探討消費者對不同支付工具的選擇行為。過去研究往往僅限於使用實證資料或對消費者的認知調查來探討這個議題。然而，行為經濟學家已經證實，消費者的知覺跟行為可能有不一致的行為，本研究利用此觀點來探討消費者在不同情境之下對於支付工具的選擇。有別於以往的研究，本研究將支付工具的特性融入到情境之中，藉由受測者在情境中的對於支付工具的選擇行為來探討消費者的認知與行為上的差異。

本研究結果發現，不只因為支付工具各自的特性讓消費者有不同的選擇，不同的情境也可以影響到他們的使用行為。(1)在緊急的情況下，消費者往往聯想到使用現金來做消費。(2)即使已經超過願意使用願意刷卡的金額，消費者容易受到前一筆小額消費的影響而仍然使用現金 (3)在點數的誘因影響下，消費者容易改變心意轉而使用信用卡消費。

In Taiwan, nowadays, consumers are not only carrying cash in their pocket, but utilizing multiple payment methods, such as; credit card, smartcard, co-branded smartcard credit card. This study investigates on how and why consumers use different payment methods. Previous researches mainly use empirical data or survey of consumer perception to discover this issue. However, behavioral economists have examined consumer behavior may not be consistent with their perception. This study uses the perspective of the behavioral economics to explain consumer’s payment method behavior. In contrast to previous researches, this study discovers consumers’ payment method decision through direct response to scenarios using each payment method attribute separately.

The result shows that scenario plays a dominate role in adoption and use of payment method. Through this research, we find (1) as consumers are choosing payment method, cash is always comes to mind in an urgent situation. (2) Consumers will be influenced by a recent small amount transaction and still use cash even it is above the transaction price they are willing to use credit card. (3) A scenario using reward point attribute can remind consumers of profit and increases their incentive of using credit card.

Title Page i
Letter of Approval ii
Letter of Authority iii
Chinese Abstruct vi
English Abstract vii
Acknowledgment viii
Content ix
Table Content x
Chart Content xi
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Research Objective 3
1.3 Thesis Structure 4
Chapter 2 Literature Review 5
2.1 Classical Economists-Social Demographic Background 5
2.2 Attributes of Payment Method 8
2.2.1 Purchase Speed 8
2.2.2 Price Difference-Small and Large Amount Transaction 9
2.2.3 Reward point 9
2.3 Behavior Economics on Payment Behavior 10
2.3.1 Framing and Heuristic Thinking 11
2.3.2 Mental Accounting 11
2.3.2 Pain of Paying and Transparency 12
2.3.3 Anchoring Effect 14
Chapter 3 Research Method 16
3.1 Research Method and Research Design 16
3.2 Sample Selection 17
3.3 Description of Questionnaire 18
3.4 Data Collection 18
Chapter 4 Data Analysis and Result 20
4.1 Demographic Description 20
4.2 Study 1: Speed of Payment Method 23
4.2.1 Comparison between Perception and Behavior in Scenario 23
4.2.2 Speed Questions 24
4.3 Study 2: Price Difference 30
4.3.1 Comparison Between Preference and Behavior 30
4.3.2 Questions of study 2 31
4.3.2 Result of study 2 33
4.4 Study 3:Reward Point 41
4.4.1 Comaprison Between Two Scenarios 41
4.4.2 Question in questionnaire 42
4.4.3 Result of Study 3 44
Chapter 5 Conclusion and Discussion 47
5.1 Research Conclusion 47
5.2 Contribution and Implication 49
5.2.1 Academic Contribution 49
5.2.2 Managerial Implication 50
5.3 Research Limitation 51
5.4 Future Research 51
References: 52

References:
Amromin, Gene, Jankowski, Carrie, &; Porter, Richard D. (2005). Transforming payment choices by doubling fees on the Illinois Tollway. Paper presented at the Conference Series;[Proceedings].
Arango, Carlos A, Huynh, Kim P, &; Sabetti, Leonard. (2011). How do you pay? The role of incentives at the point-of-sale.
Arango, Carlos, Hogg, Dylan, &; Lee, Alyssa. (2012). Why is cash (still) so entrenched? Insights from the Bank of Canada's 2009 methods-of-Payment survey: Bank of Canada Discussion Paper.
Arango, Carlos, Huynh, Kim P, Fung, Ben, &; Stuber, Gerald. (2012). The changing landscape for retail payments in canada and the Implications for the demand for cash. Bank of Canada Review, 2012(Autumn), 31-40.
Bagnall, John, Bounie, David, Huynh, Kim P, Kosse, Anneke, Schmidt, Tobias, Schuh, Scott D, &; Stix, Helmut. (2014). Consumer cash usage: A cross-country comparison with payment diary survey data.
Bennett, Barbara, Conover, Douglas, O’Brien, Shaun, &; Advincula, Ross. (2014). Cash Continues to Play a Key Role in Consumer Spending: Evidence from the Diary of Consumer Payment Choice. Federal Reserve Bank of San Francisco, FedNotes, April. Available at< http://www. frbsf. org/cash/files/FedNotes_ Evidence_from_DCPC. pdf.
Benton, Marques, Blair, Krista, Crowe, Marianne D, &; Schuh, Scott D. (2007). The Boston Fed study of consumer behavior and payment choice: a survey of Federal Reserve System employees. FRB of Boston Public Policy Discussion Paper(07-1).
Borzekowski, Ron, &; Kiser, Elizabeth K. (2008). The choice at the checkout: Quantifying demand across payment instruments. International Journal of Industrial Organization, 26(4), 889-902.
Carow, Kenneth A, &; Staten, Michael E. (1999). Debit, credit, or cash: survey evidence on gasoline purchases. Journal of Economics and Business, 51(5), 409-421.
Ching, Andrew T, &; Hayashi, Fumiko. (2010). Payment card rewards programs and consumer payment choice. Journal of Banking &; Finance, 34(8), 1773-1787.
Foster, Kevin, Meijer, Erik, Schuh, Scott D, &; Zabek, Michael A. (2011). the 2009 Survey of consumer Payment choice. FRB of Boston Public Policy Discussion Paper(11-1).
Gneezy, Uri, &; Rustichini, Aldo. (2000). Fine is a price, a. J. Legal Stud., 29, 1.
Heath, Timothy B, Chatterjee, Subimal, &; France, Karen Russo. (1995). Mental accounting and changes in price: The frame dependence of reference dependence. Journal of Consumer Research, 90-97.
Helion, Chelsea, &; Gilovich, Thomas. (2014). Gift Cards and Mental Accounting: Green‐lighting Hedonic Spending. Journal of Behavioral Decision Making, 27(4), 386-393.
Henderson, Pamela W, &; Peterson, Robert A. (1992). Mental accounting and categorization. Organizational Behavior and Human Decision Processes, 51(1), 92-117.
Hirschman, Elizabeth C. (1982). Consumer payment systems: the relationship of attribute structure to preference and usage. Journal of Business, 531-545.
Jonker, Nicole. (2005). Payment instruments as perceived by consumers-a public survey: De Nederlandsche Bank.
Jonker, Nicole. (2007). Payment instruments as perceived by consumers–results from a household survey. De Economist, 155(3), 271-303.
Kahneman, Daniel. (2011). Thinking, fast and slow: Macmillan.
Kahneman, Daniel, &; Tversky, Amos. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291.
Kennickell, Arthur B, &; Kwast, Myron L. (1997). Who Uses Electronic Banking?: Results from the 1995 Survey of Consumer Finances: Division of Research and Statistics, Division of Monetary Affairs, Federal Reserve Board.
Khan, Jashim. (2011). Cash or card: consumer perceptions of payment modes. Auckland University of Technology.
Kivetz, Ran, &; Keinan, Anat. (2006). Repenting hyperopia: An analysis of self-control regrets. Journal of Consumer Research, 33(2), 273-282.
Klee, Elizabeth. (2004a). How people pay: Evidence from grocery store data. Board of Governors of the Federal Reserve System. Photocopy.
Klee, Elizabeth. (2004b). Paper or plastic? The effect of time on check and debit card use at grocery stores. The Effect of Time on Check and Debit Card Use at Grocery Stores (November 2004).
Klee, Elizabeth. (2006a). Families' use of payment instruments during a decade of change in the US payment system. Finance and Economics Discussion Paper(2006-01).
Klee, Elizabeth. (2006b). Paper or plastic? The effect of time on the use of check and debit cards at grocery stores.
Mantel, Brian. (2000a). Why do consumers pay bills electronically? An empirical analysis. Economic Perspectives, Quarter, 4.
Mantel, Brian. (2000b). Why don't consumers use electronic banking products? towards a theory of obstacles, incentives, and opportunities.
Mester, Loretta J. (2003). Changes in the use of electronic means of payment: 1995-2001. Federal Reserve Bank of Philadelphia Business Review Q, 3, 18-20.
Mester, Loretta J. (2006). Changes in the use of electronic means of payment: 1995-2004. Federal Reserve Bank of Philadelphia Business Review Q, 2, 26-30.
Mester, Loretta J. (2012). Changes in the use of electronic means of payment: 1995-2010. Business Review(Q3), 25-36.
Prelec, Drazen, &; Loewenstein, George. (1998). The red and the black: Mental accounting of savings and debt. Marketing Science, 17(1), 4-28.
Prelec, Drazen, &; Simester, Duncan. (2001). Always leave home without it: A further investigation of the credit-card effect on willingness to pay. Marketing letters, 12(1), 5-12.
Raghubir, P., &; Srivastava, J. (2008). Monopoly money: the effect of payment coupling and form on spending behavior. J Exp Psychol Appl, 14(3), 213-225. doi: 10.1037/1076-898X.14.3.213
Rysman, Marc. (2007). AN EMPIRICAL ANALYSIS OF PAYMENT CARD USAGE*. The Journal of Industrial Economics, 55(1), 1-36.
Rysman, Marc. (2009). Consumer payment choice: measurement topics. The Changing Retail Payments Landscape, 61.
Schreft, Stacey. (2006). How and why do consumers choose their payment methods? Available at SSRN 900455.
Schuh, Scott, &; Stavins, Joanna. (2010). Why are (some) consumers (finally) writing fewer checks? The role of payment characteristics. Journal of Banking &; Finance, 34(8), 1745-1758.
Simon, Herbert A. (1972). Theories of bounded rationality. Decision and organization, 1(1), 161-176.
Smedley, Lisa. (2013). Customer Perceived Value of Credit Card Rewards: A study on Canadian Consumers.
Soman, Dilip. (1999). Effects of payment mechanism on spending behavior: the illusion of liquidity. Journal of Consumer Research.
Soman, Dilip. (2003). The effect of payment transparency on consumption: Quasi-experiments from the field. Marketing Letters, 14(3), 173-183.
Stavins, Joanna. (2001). Effect of Consumer CharacteristicsontheUse of Payment Instruments.
Thaler, Richard. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior &; Organization, 1(1), 39-60.
Thaler, Richard H. (1990). Anomalies: Saving, fungibility, and mental accounts. The Journal of Economic Perspectives, 193-205.
Thaler, Richard H. (1999). Mental accounting matters. Journal of Behavioral decision making, 12(3), 183-206.
Thaler, Richard H. (2008). Mental accounting and consumer choice. Marketing Science, 27(1), 15-25.
Thomas, Manoj, Desai, Kalpesh Kaushik, &; Seenivasan, Satheeshkumar. (2011). How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices. Journal of Consumer Research, 38(1), 126-139. doi: 10.1086/657331
Tversky, Amos, &; Kahneman, Daniel. (1974). Judgment under uncertainty: Heuristics and biases. science, 185(4157), 1124-1131.
Tversky, Amos, &; Kahneman, Daniel. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.
Tversky, Amos, &; Kahneman, Daniel. (1986). Rational choice and the framing of decisions. Journal of business, S251-S278.
Tversky, Amos, Kahneman, Daniel, &; Moser, P. (1990). Judgment under uncertainty: Heuristics and biases. Rationality in action: Contemporary approaches, 171-188.
Zelizer, Viviana A. (1989). The social meaning of money:" special monies". American journal of sociology, 342-377.
Zellermayer, Ofer. (1996). The pain of paying. unpublished dissertation, Department of Social and Decision Sciences, Carnegie Mellon University, Pittsburgh, PA.