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Exploring the influence of trust and culture on mobile payment adoption

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Dissertation(1.05 MB)

Date

2013

Authors

Supervisor

Techatassanasoontorn, Angsana
Tan, Felix

Item type

Thesis

Degree name

Master of Business

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

The main purpose of this research is to explore how consumers form their trust and the influence of trust on mobile payment adoption from a risk and cultural perspective. We contextualise trust antecedents in a mobile payment context and examine how the characteristics of mobile service providers, the characteristics of mobile payment vendors, and the characteristics of mobile technology shape the development of consumer trust in mobile payment. In addition, we examine the influence of consumers’ trust disposition and cultural propensity of uncertainty avoidance on trust in mobile payment. The results of the research are based on a sample of 302 participants. PLS-SEM methodology and SmartPLS are employed for data analysis. Results suggest that a high degree of uncertainty avoidance negatively affects trust in mobile payment. A high level of trust disposition positively relates to trust in mobile payment. Results also highlight that consumers develop their trust through the reputation of the mobile service provider and mobile payment vendor, structural assurance and perceived environmental risk. Sub-sample analyses suggest that consumers with different ethnic identities and mobile banking experience have different mobile payment adoption behaviours. This research has both theoretical and practical contributions. From a theoretical perspective, it provides a comprehensive understanding of trust factors that consumers may consider when they engage in mobile payment. Furthermore, the research shows that culture affects the degree to which consumers place their trust in mobile payment. From a practical perspective, the research provides implications for mobile payment designers and practitioners when designing and implementing mobile payments. The knowledge of how consumer trust is developed can be applied to develop trust-building mechanisms in mobile payment systems based on factors identified in this research.

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Keywords

Mobile payment adoption, Trust, Technology, Culture

Source

DOI

Publisher's version

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Permanent link

https://hdl.handle.net/10292/5533

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Masters Dissertations