@phdthesis{oai:muroran-it.repo.nii.ac.jp:00010916,
 author = {MUSIKAPUN, Ponnapa and ムシカパン, ポンナパー},
 month = {2022-06-30, 2022-06-30},
 note = {application/pdf, 本稿は，モバイル決済システムの導入における商人の意図と感情の影響を調べたものである．本研究は商人の経営する店舗のシステム導入状況に着目した．Unified theory of acceptance and use of technology（UTAUT）を用いてモデルの拡張を行った．拡張したモデルの有用性を実験で検証した．１章に，本研究の着目した問題点と研究の概要を示す．違う国の商人のモバイル決済システムの導入状況の比較を行った．UTAUTに基づいて新しいモデルの提案を行った．従来のモデルに正の社会的影響（Positive Social Influence）と負の社会的影響（Negative Social Influence）を追加した．また，感情を調節器（moderator）として追加した．追加後のモデルをUTAUTの拡張モデルと呼ぶ．２章に，先行研究が発見したモバイル決済システム導入の要素について記述する．社会的影響（Social Influence）がシステム導入に大きく影響するとわかった．また，正の社会的影響（Positive Social Influence）と負の社会的影響（Negative Social Influence）を論じたものについても言及した．そして，感情が要素間の関係への影響を調べるために，感情モデルであるPlutchik wheel of emotionsを調節器として用いた．３章に，研究の手法を記述する．データ収集の対象は，日本，中国，台湾，タイのモバイル決済システムを導入または未導入の小型商業店舗である．UTAUTの拡張モデルに基づいてアンケートの設問項目をデザインして，各国の言語に翻訳したバージョンを作成し，アンケート調査を行った．アンケートは紙媒体，オンライン，郵便，ファックスで実施した．分析前，収集したデータを前処理した．４章に，構造方程式モデリングの分析結果を示す．調節器分析で要素間の関係を調べた．また，カイ二乗検定を用いてモバイル決済システムを導入した商人と導入しなかった商人の違いを示した．５章に，各国のデータで得られた結果の考察を示す．日本，中国，台湾のシステム導入の商人には，正の社会的影響と行為的意図（Behavioral intention）の違いに有意差がみられた．かつ，日本，台湾，タイのシステム未導入の商人には，正の社会的影響と行為的意図の違いに有意差がみられた．中国，台湾，タイのシステム導入の商人とタイのシステム未導入の商人には，促進条件（Facilitating condition）と使用行為（Use behavior）の違いに有意差がみられた．タイのシステム導入の商人には，負の社会的影響と行為的意図の違いに有意差がみられた．また，各国の結果によって感情が要素間の関係に影響を与えていることがわかった．各国において，システム導入と未導入の商人の感情に有意差がみられた．本稿は，商人のモバイル決済システムに対する意図と感情の視点から，技術受容のメンタルモデルの調査に貢献するものである．, This paper discusses the effects of merchants' intentions and emotions on introducing mobile payment systems. We considered the acceptance of mobile payment systems' technology in the merchants' shops. We used and extended the new model based on the Unified theory of acceptance and use of technology (UTAUT). The performance of the model was shown by conducting experiments. In Chapter 1, the introduction and proposal of this research is shown. We compared the acceptance of mobile payment systems' technology in the merchants' shops in different countries. And we modified and proposed new model based on the Unified theory of acceptance and use of technology (UTAUT) model. We modified UTAUT model by adding the factors of positive social influence, negative social influence as constructs and the factors of emotions as the moderators. And we call the new model as Extended-UTAUT model. In Chapter 2, we reviewed the acceptance factors of mobile payment from previous studies. We found that social influence is one of the essential critical factors for accepting the mobile payment system. Moreover, we reviewed and found more about positive and negative social influences. Furthermore, the emotion model of the Plutchik wheel of emotions was reviewed and applied as the moderators for finding the influence on the relationship between factors. The research methodologies are described in chapter 3. The target participants were Japanese, Chinese, Taiwanese, and Thai merchants who use and do not use mobile payment systems in small business shops. The question items were created based on Extended-UTAUT and were translated into Japanese, Chinese, Taiwanese and Thai, and used in the surveys in each country. We collect data by paper questionnaire, online, mail, and facsimile. After that we screened data and choose only complete questionnaire before analyzing. In Chapter 4, We analyzed the results of Structure Equation modelling of the factors. We used moderator analysis for finding the influence on the relationship between factors. Moreover, the Chi-square was used to find the difference between the merchants who used and do not use mobile payment in the shop. In Chapter 5, the results from these four countries are concluded and discussed. We found that the positive social influence has a significant difference in behavioral intention for groups of Japanese, Chinese, and Taiwanese merchants who use mobile payment systems in shop. For the group of merchants who do not use the mobile payment system in the shop, the positive social influence is significantly different to behavioral intention for Japanese, Taiwanese, and Thai merchants. For the facilitating condition, the influence has a significant difference to use behavior; the results show in the group of Chinese, Taiwanese, and Thai merchants who use mobile payment system in the shop and Thai merchants who do not use mobile payment systems in shop. The negative social influence has a significant difference in behavioral intention in the case of Thai who use mobile payment system in shop. Moreover, we found that the moderators of emotions have influence on the relationship in every country. Furthermore, we found high significant difference in emotions between these two groups in every country. This paper contributes to the investigation on mental model of technology acceptance from the perspective of merchants’ intention and emotion towards using the mobile payment system.
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 school = {室蘭工業大学, Muroran Institute of Technology},
 title = {Merchants' intentions and emotions for introducing mobile payment system - Cases of Japan, Mainland China, Taiwan, and Thailand},
 year = {}
}