透過探索「如果要轉換手機電信卡來使用行動支付，手機電信卡應具備甚麼特徵，消費者才會使用」的問題，經由深度個人訪談初步了解消費者對轉換手機電信卡以使用行動支付作為交易工具之意圖與意願。本研究採取立意抽樣之個人深度訪談方法，挑選C電信公司新竹區使用與未使用手機電信卡的消費者作為訪談對象，訪談時間於2016年12月起進行，訪談地點於C電信公司新竹區銷售大廳後辦公室及訪談者約定之場合，並於2017年2月完成相關訪談錄音與資料蒐集，並就訪談結果進行分析、歸納消費者轉換手機電信卡來使用行動支付的原因與意圖之關係，進而考量能做為C電信公司提供此行動支付交易工具的相關建議與參考，以施行不同的推廣策略。
本研究發現建立使用習慣與發揮口碑傳播效果，應是手機電信卡推廣兩項基礎，建議C電信公司推廣手機電信卡可由口碑傳播方式尋求當中意見領袖，兩者並行推廣手機電信卡的可用性與易用性資訊來提升消費者的採用意圖；並可積極與政府機構合作推廣相關手機電信卡應用推廣計畫，可使消費者透過生活中經常接觸之悠遊卡等電子支付接受店家快速體驗到手機電信卡的可用性與易用性程度，提高此類轉換後消費者之使用意圖及進階發展出口碑傳播效應，達到轉換與使用手機電信卡意圖的正面循環。
This study was aimed to explore the question as “in order to switch to a SWP-SIM card for mobile payment, what features should a SWP-SIM card have to encourage the consumers (users) to use.” It was designed to investigate the intension and willingness of the general consumers to switch to SWP-SIM cards for mobile payment by means of in-depth interviews with individual subjects. The in-depth interview with purposive sampling was adopted for the study. A group of subscribers of Company C’s service who have used the SWP-SIM cards and another group of subscribers who have not in Hsinchu were selected as the participants of interview that took place in Dec 2016 at the reception lobby of Company C in Hsinchu and the location requested by the participants. The interview recording and data collection were finished in Feb 2017. The results were analyzed and summarized to derive the relationship between the causes and intensions for the general consumers to switch to SWP-SIM cards as the tool of mobile payment. A further consideration was whether the results would serve as suggestion and reference for Company C on the mobile payment tool and whether a different promotion strategy is needed.
28 people in total were interviewed. One of the findings in this study was that the establishment of use habits and the propagation of word of mouth should be two cornerstones for the promotion of SWP-SIM cards. To achieve both, it is suggested that Company C promote the SWP-SIM cards by word of mouth and perhaps reach out to the opinion leaders in this regard, as doing the both would advocate the information of availability and ease to use for the cards as well as improve the behavior and intension of use among the consumers. A plan could be developed by combining government efforts for the promotion of SWP-SIM card applications, allowing consumers to experience the availability and ease to use when shopping with electronic payment tools, such as the EasyCard, that are commonly seen in daily life. This will, therefore, improve consumers’ intension to use such tools and the propagation of word of mouth for a positive cycle for the intension to switch to and use SWP-SIM cards.
