What drives customers toward proximity payment services? An integrated theory of planned behavior perspective. (7th December 2022)

• Record Type: Journal Article
• Authors: Jain, Nikunj Kumar; Kaushik, Kapil; Sharma, Anita
• Is Part Of: International journal of consumer studies. Volume 47:Number 3(2023)
• Page Start: 1095
• Page End: 1111
• Publication Date: 2022-12-07
• Subjects: behavioral intention -- perceived risks -- proximity payment services -- theory of planned behavior -- trust; Consumer education -- Periodicals; Home economics -- Periodicals; 339.486405
• DOI: 10.1111/ijcs.12890
• Languages: English
• ISSNs: 1470-6423

Abstract

Abstract: Proximity mobile payment (PMP) services facilitate mobile payments between payer and payee who are at same location thorough a proximity technology such as QR codes, Bluetooth, and near‐field communication. It has potential to drastically change consumers' payment methods in developing countries where traditional finance infrastructure is lacking. However, there are various challenges to adopting PMP in such countries. This study aims to explore users' opinions on and motivations for using PMP by proposing an extended theory of planned behavior (TPB) model. It also seeks to resolve inconsistencies in PMP adoption studies regarding the role of user's trust in PMP services. A survey instrument was used to collect data from PMP users in a developing country. The data were analyzed using structural equation modeling. This study highlights trust as a mitigator of the negative effect induced by the perceived risk of using PMP services. It also validates that the TPB, coupled with other contextual factors, explains the adoption of PMP services in developing countries.