Abstract

Teng-Tsai Tu1, Hsin-HueChang1and Yung-Ho Chiu2*

Electronic cash stored-value cards have been issued in Asia for a while. Few academic studies investigate the factors that influence consumers’ acceptance of electronic cash stored-value cards. This study proposes an extended technology acceptance model and applies structural equation model to confirm the factors influencing consumers’ acceptance of electronic cash stored-value cards. A set of 716 sample questionnaires are used to analyze and confirm the proposed conceptual framework. The empirical results find that perceived usefulness and perceived ease-of-use have a significant positive effect on the usage attitude towards electronic cash stored-value cards. Consumers may not feel that the relevant costs of electronic cash stored-value cards are an important factor influencing their usage attitude. While the social influence positively affects the behavioral intention, the perceived risk reveals significant negative effect on consumers’ usage attitude. Furthermore, the usage attitude exhibits significant positive effect on the behavioral intention of electronic cash stored-value cards. Finally, issuing institutions are advised to promote electronic cash stored-value cards to younger and experienced consumers