Industry Trends: LinePay leads Taiwan's Mobile Payment Market

According to the latest mobile payment survey by Z.com Engagement Lab, LinePay stands out across various brand metrics, including "brand awareness," "brand favorability," "consideration," and "preference to use." These data indicate that LinePay has achieved significant recognition and appeal among consumers, establishing itself as a leading brand in Taiwan's mobile payment market.

To gain deeper insights into consumers who prefer to use LinePay, we conducted a further analysis of the brand messages that this group values. According to Z.com Engagement Lab's brand message survey, there are 22 key indicators. In addition to the indicators that consumers subjectively express as important, we also used predictive models to analyze the key factors that genuinely influence their behavior and thoughts.

Brand Messages Consumers Consider Important

The top five brand messages that consumers consider most important are:

1. Reliable
2. Usable
3. Reputable
4. Supportive
5. Quality

Derived Analysis: Brand Messages That Drives Consumer Purchasing Behavior

However, when further analyzed using models, the top five brand messages that truly influence consumer purchasing behavior or increase spending differ:

1. Experiential
2. Famous
3. Relevant
4. Accessible
5. Communicative

This suggests that while consumers subjectively perceive certain indicators as important, the factors that actually drive their purchasing decisions are more related to the brand's user experience and its connection to the consumer.

Derived Analysis: Brand Messages That Drives Consumer Trust and Favorability

Additionally, the model analyzed which brand messages can enhance consumer trust and favorability. The top five results are:

1. Reliable
2. Understanding
3. Experiential
4. Preferred
5. Famous

This analysis reveals a gap between the brand messages that consumers claim to value and the factors that actually influence their behavior. Among consumers who prefer to use LinePay, if the goal is to further increase their purchasing behavior and spending, the focus should be on enhancing the product's user experience. On the other hand, if the aim is to boost consumer trust and favorability toward the brand, priority should be given to establishing the brand's reliability and strengthening its connection to consumer needs.

Z.com Engagement Lab will continue to track the Mobile Payment market of the Taiwan public and update survey data, monitoring market trends and changes in consumer demand.