Title: Development strategy of service innovation: Near Field Communication system application

Authors: Tsui-Yii Shih, Chia-Chang Chan

Addresses: Department of International Business, National Taipei College of Business, No. 321, Sec. 1, Jinan Rd., Zhongzheng District, Taipei City 100, Taiwan. ' Graduate School of Business and Management, LungHwa University of Science and Technology No. 300, Sec. 1, Wanshou Rd., Guishan Shiang, Taoyuan County 33306, Taiwan

Abstract: The research applies the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) to develop the conceptual framework and then discusses consumer attitudes and adoption behaviours with regard to NFC mobile payment system applications. Research results verify that specific factors of the TAM model and ID theory model could positively affect the NFC services adoption attitude of consumers. Furthermore, when consumers have good adoption attitudes toward innovation technology, then consumers| adoption behaviour with regard to the NFC mobile payment system will be effectively improved.

Keywords: TAM; technology acceptance model; IDT; innovation diffusion theory; NFC; near field communication; service innovation; consumer attitudes; consumer behaviour; mobile payment; m-payment; technology adoption; cell phones; mobile phones.

DOI: 10.1504/IJIL.2010.035028

International Journal of Innovation and Learning, 2010 Vol.8 No.3, pp.241 - 255

Published online: 01 Sep 2010 *

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