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

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 app users, using a total of 1,176 valid questionnaire responses 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 also be a critical mobile application platform for online business. Finally, the authors 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.