Mobile Payment and Mobile Application (App) Behavior for Online Recommendations

Mobile Payment and Mobile Application (App) Behavior for Online Recommendations

Shu-Hsien Liao, Chu-Hung Ho
Copyright: © 2021 |Pages: 26
DOI: 10.4018/JOEUC.20211101.oa2
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Abstract

A mobile application (App) is an application designed to run on a smartphone, tablet, or other mobile device. With the continuous change of mobile payment applications in smart phones and the support of the banking system, the global mobile payment population is increasing. This study examines the behaviors of Taiwan mobile payment and apps users, a total of 1,176 valid questionnaire data is divided into six sections with 29 items for a database design. This study develops a data mining approach, including clustering analysis and association rules, based on a relational database. Thus, this study shows that mobile payment not only can provide payment service but is also a critical mobile application platform for online business. Finally, we show that as users of mobile payment and apps gain additional demand and consumption ability, online operators can gradually put together mobile payment business models to enable future electronic commerce online recommendations.
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Introduction

With the continuous change of mobile payment applications by smart phone coordinated with banking systems, the global mobile payment population is increasing (Cao et al., 2018). According to eMarketer research tracking and estimation, 34.9% of retail payments were made by mobile phone in 2018 (Dolliver, 2018). Currently, Apple Payments, Google's Android Payments and Samsung Payments are expanding their international payment range in different ways. In the world's largest mobile payment market, China, under the leadership of Ali Pay and WeChat payment, payment consciousness and life modes of Chinese people have changed dramatically (Euromonitor International Market Report, 2019). In regional markets, China is a global leader in near-end mobile payment applications, accounting for 61.2% of global mobile payment users in 2018. Even as China’s market share declines with more users in other parts of the world, China will still account for 56.0% of the global users of near-end mobile payments in 2022. China’s penetration rate of near-end mobile payment users in the Asia-Pacific region will be as high as 50%. However, from the perspective of total population use, the Asia-Pacific region is comparable to North America. In North America the use of smart phones came earlier, so North American users are more willing to try to mobile payment (Sonawane, 2018). In parts of Western Europe, the use of contactless cards for payment by consumers has restricted the development of near-end mobile payments. Since Western Europe introduced a contactless payment service using credit and debit cards, consumers feel that it is unnecessary to make payments via mobile phones. But if operators can develop a differentiated service model, businesses can change the current market situation (Techcrunch Newsletters, 2019). In emerging markets such as Latin America, the Middle East and Africa, the biggest obstacles to the use of near-end mobile payments include low bank account penetration, low penetration of smartphones, and lack of support for payment terminals. Instead of using advanced technology payment services, other methods such as non-contact stickers are favored. Overall, eMarketer reported that 13.2% of the world's population used near-end mobile payments in 2018. By 2021, this proportion is expected to grow to 17.2%. While the growth rate of this forecast may disappoint manufacturers, it does illustrate the potential for strong growth (eMarketer, 2019).

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