The Factors Influencing the Adoption of In-Store Mobile Payments: A Validation and Extension Study
The aim of this study is to identify the factors influencing the adoption of in-store mobile payments. The development of mobile-phone technology is changing consumer demand and behaviors. Consequently, businesses are becoming ever more mobile orientated, offering mobile shopping, mobile payments and in-store mobile payments to consumers. The goals of in-store mobile payments are to i) save consumers time and ii) to facilitate cashless transactions. Regardless of the fact that businesses offer in-store mobile payments and the convenience thereof, consumers adapt slowly to this offering. Thus, the research question that emerged is “What are the factors influencing the adoption of in-store mobile payments?” The hypotheses of this study examine the relationships between the influencing factors and consumers’ behavioral intention to use in-store mobile payments. The empirical study implemented a non-probability sample was used, with the sample comprising of students from the Business Management Department at the University of the Free State who owns a smartphone, but has no prior experience with in-store mobile payments. The results of the study indicated that initial trust, self-efficacy, relative advantage and compatibility have a significant positive influence on the intention to adopt in-store mobile payments. Furthermore, perceived risk was found to have a significant negative influence on the intention to use mobile payments in-store. The findings of the study provide guidance for developers and marketers of in-store mobile payments in developing a marketing strategy that would enhance the use of in-store mobile payments.
Index Terms– In-Store Mobile Payments, Marketing, Mobile E-Services, Mobile Payments