Consumer Behaviour and Mobile Payments in the Point of Sale: Exploring the Determinants of Intention to Adopt It

Abstract

AbstractThis study identifies the strategic determinants of intention to use m-payment and explores how the information and availability of a mobile payment service impact on the intention to use it from a holistic perspective. Specifically, it is studied the effect of perceived ease of use, perceived security, perceived usefulness, perceived compatibility, and subjective norms in a context where mobile payment was not yet available. The research model is empirically tested through a field experimental design with 437 potential users in Spain. The results show that perceived security, perceived usefulness, perceived compatibility, and subjective norms have a significant effect on the intention to use. Especially, subjective norms play a key role if the user has the opportunity to use the mobile payment and receive adequate information. This paper also provides implications to mobile payments industry and to theoretical field of technology adoption. According to the results, it is recommended that FinTechs and companies dedicated to the development of payment systems devote efforts to increasing the compatibility of these systems with users' lifestyles not only from a digital but also from a physical perspective. In addition, they should continue to look for ways to make users feel secure and see in this means of payment some utility that fits their needs. Finally, all these efforts must be transmitted to the consumer so that they can generate positive word-of-mouth among their acquaintances to encourage mobile payment adoption.Keywords: Mobile paymentsQR codesperceived compatibilitysubjective normsusefulnesssecurityintention to usedisruptive innovation Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 Sampling error = 6.03%, estimating p = q = 0.5 and trust level of 95%.2 Sampling error = 5.16%, estimating p = q = 0.5 and trust level of 95%.Additional informationFundingThis study is being conducted with the financial support received from Capes Foundation, Ministry of Education of Brazil (BEX 0739/13-8) and from the European Regional Development Fund Operational Programme of Andalusia 2014-2020, through the Research Project of Excellence P10-SEJ-6768 of the Regional Government of Andalusia.Notes on contributorsIviane Ramos de LunaIviane Ramos de Luna is an Assistant Professor in the Department of Economic and Business Studies at the Open University of Catalonia (Spain). Her research and interests primarily revolve around consumer behavior in relation to technological innovations, encompassing e-commerce, mobile payments, and financial applications/platforms.Francisco Montoro-RíosFrancisco Montoro-Ríos is an Associate Professor in the Department of Marketing and Market Research at the University of Granada (Spain). His main research areas are related to sustainable consumer behavior and online market research. He has worked on several research projects funded by public institutions and has served as a consultant for different companies.Sebastian MolinilloSebastian Molinillo is an associate Professor of Marketing at the University of Malaga (Spain) and the Leader of the Digital Marketing Research Group SEJ-567. His key research interests lie in the field of consumer behavior, technology adoption, and the internet.Francisco Liébana-CabanillasFrancisco Liébana-Cabanillas is full Professor in Marketing and Market Research at the University of Granada (Spain). His main areas of research and interest are researching the effectiveness of mobile and online banking, consumer behavior on the Internet, and green marketing.