C ONCLUSION

People carry the mobile phones with them all the time, many daily services like payments, identifications, etc., could be provided through NFC-enabled mobile devices. Incorporating NFC technology in mobile phones offers numerous valuable new mobile services to end users, while generating profits for the players in the holistic value network.

The research discussed the business model of NFC solution. In the SEM analysis, we proposed the TRAUM model based on the UTAUT model, technology readiness model, and post-acceptance model to understand the user intention for the strategy in business model. With the results, the performance expectancy, effort expectancy, social influence, and facilitating condition are significant to affect the behavioral intention and continuance intention. It means the enterprise can put more resource in the soft strategy to strengthen the needs in user’s mind and enhance the effect of the community. It can strengthen the using willingness of the consumers. Providing the security facilitating environment can also strengthen the using willingness of the consumers.

Based on the moderation effect, the enterprise should focus on the female group older than 36 years old group, and with the high voluntariness of use group. The research found the consumers of the three groups have the higher acceptance than other groups.

The TRAUM model offers the better explanation for the technology, e-services and mobile services. By the holistic analysis, the researcher can evaluate the intention, performance and discuss the appropriate strategies. The moderation effect can help

the researcher to understand the group of the consumers and make the segmentation marketing strategies.

In the DEMATEL analysis, we proposed the opinions from the experts. For the experts, the capabilities of the partners are the main affecting cause, especially in the emergence period. It focuses the importance of the implementation and allocation of the multi-source capabilities. The service offering is also important. The consumers will be attracted by the service offering and strengthen their continuance intention to use. On the other words, the service offering can enhance the performance expectancy, effort expectancy, social influence and satisfaction of the consumers. The security and authentication are also the important causes for the experts and the users. It is the facilitating condition construct in SEM analysis that the consumers care about.

TRAUM model can apply to the similar research field, such as technological application, mobile services, and electronics services. It discusses the tendency of the consumers, the acceptance intention, using behavior, and continuance intention for the consumers at the same time. It can help the scholar and the managers to understand the intention of the consumers easily and comprehensively.

In order to get the holistic view for NFC mobile services, the research combined the SEM methodology and DEMATEL methodology based on the opinions of users and experts. By the study, we can consider the opinions of the users and the experts to make the decision. For the decision making and business strategy, the holistic evaluation is necessary. The research considers the two different aspects and applies to the business strategy making. Results of the present study represent the most

compatibility of the results is all the more impressive. We applied the results to the business strategy. In the discussion, we separated the business strategy as four domains based on the STOF business model and the quantitative findings. STOF business model is the most popular business model analyzed in mobile commerce.

In the research, we discuss the NFC business strategy and NFC mobile payment for NFC-Micro SD solution, the innovative solution in NFC field. The competitive advantage of NFC-Micro SD technology is the patent of packaging antenna module. It can provide the more convenient and cheaper solution, and apply in all the consumer electronics. The patent can also widen the gap between the competitors. The highly compatible feature is the most important key factor to get the bigger market share and offer more mobile services in the short time. The feature is also accepted more easily by the key issuers and the end users.

NFC-Micro SD solution keeps the original value network by replacing traditional plastic cards manufacturers and brings more profit to the roles in the new value network. It combines the NFC ecosystem and original service ecosystem successfully.

NFC mobile services offer a clear value proposition to end users and there is notable service demand for end users. In mobile services, mobile payments have the rapid growth in emerging markets. To improve the mobile payments ecosystem service providers, included the banks (the card issuers), the Perso Company, the information service providers, merchants, etc. By NFC-Micro SD solution, the players in value network generate the collaborative partners’ relationship. The collaborative relationship can improve the loyalty of the partners and willingness to promotion.

In summary, the present research enhances the previous studies’ findings by providing a much more detailed examination of NFC solution. This study has taken a step in the direction of defining the relationship between consumer’s intention and business model in NFC field. The research also showed the multiple opinions from

the consumers and the experts. The two research approaches correspond to the business model qualitative analysis can have the most holistic view to evaluate the business model and the strategy to NFC mobile services. The research mode and TRAUM model can also apply in the similar research field, such as technological product promotion, electronics service, mobile services and so forth. By the TRAUM model and the research mode in this study, the scholar and the enterprise can easily to obtain the holistic intention, acceptance and the business strategy based on the analyses.